A fully integrated marketing solution with HubSpot

The brief_

During 2020, one of our large I&C energy clients underwent a merger which brought together two complementary businesses with very different brands, structures, technology and internal systems.

They found themselves needing to overhaul their digital marketing strategy within a very short timescale. With five existing websites, all serving different elements of their audience, they were instructed that their websites would soon be taken down and contracts with email marketing and social media software providers were coming to an end. The internal marketing team also would have to pick up new responsibilities following their merger, managing more elements of the customer experience and technology stack.

Our client recognised that this was an opportunity to do things better. They wanted to take a more joined up approach to marketing that would integrate their CRM, marketing automation, website (CMS), operations management, surveys and reporting into one system, with one source of truth; allowing the marketing team to create cohesive customer journeys and give their internal teams better visibility and control.

Our approach_

Pod services used:

One solution that solved everything

As HubSpot Platinum Solutions Partners, The Marketing Pod was able to solve all of these challenges with one fully integrated solution.

We worked with our client to understand their unique requirements, and design a solution that gave them everything they needed… and more.

Fulfilling the client wishlist

Our client wanted:

a new website with integrated hosting and visual CMS
straightforward social media management
tools to facilitate omni-channel communication including email, SMS, direct mail, digital advertising, webinars, sales outreach and service communications
improved lead and ROI tracking for both online and offline activity
better insights into behaviour, firmographics and intent.

The Marketing Pod was able to deliver the entire wishlist, with all elements easily managed through one central platform.

We also provided a personalised syllabus of training to ensure the client’s team knew how to get the most out of their new martech stack.

The results_

Beating the SLA

Despite incredibly tight deadlines, the Pod digital team went above and beyond to deliver the new website early, within budget, and with additional functionality than first briefed. This included self-service options for customers, enabling them to manage many aspects of their account online, and the ability for customers and prospects to make call-back requests, automatically routed to the most appropriate person to service their query.

A personalised experience

The new website has landing pages and content sections segmented by audience, with user experience automated to provide a more relevant and engaging visit. The success of this approach is demonstrated by the average time spent on page for the website increasing by 265%.

Intuitive automation

Now new customer onboarding to the business’ digital energy management platform is automated, as are many of their marketing campaigns, taking care of some of the tactical admin and leaving the in-house marketing team with more time to focus on strategy.

With a carefully crafted HubSpot solution, The Marketing Pod has provided:

a 360° Customer View
transparent, actionable real-time data
marketing automation
straightforward social media management
document tracking
fully-synchronised calendar bookings

Taking privacy seriously

Using HubSpot to achieve this also gives our client peace of mind that they are fulfilling their GDPR, UKGDPR and other privacy compliance obligations. By centralising their data in one secure platform, they are able to create permission sets and audit all user activity, removing the need for data to be stored and viewed in spreadsheets or be transferred using less secure methods. It also provides simple and compliant management of data subject access requests (DSAR) and other data requests, providing peace of mind for their team.

"My experience with the Marketing Pod has been incredible. Their team is organised, forward-thinking, helpful and flexible. They continually stay ahead of the marketing industry trends and suggest tactics on how to keep our company's marketing at the forefront.

They go above and beyond to serve our needs and are just a pleasure to work with.”

— Marketing Manager