Unifying Marketing Process With HubSpot/Problem Statement
Problem Statement - Pointful Education, a prominent innovative learning solution provider, sought to streamline its marketing efforts while accommodating numerous students. They needed an efficient, unified solution to integrate and sync multiple marketing tools and platforms. They needed to simplify tasks and improve lead qualification, generation, and engagement.
About The Client
Pointful Education is a leading innovative learning solution provider established in 2017. The company is based in Utah, United States, with around 25 employees. It offers a comprehensive selection of online courses. Their digital courseware uses education-based software to deliver the complete course in sequence. It aims to assist students in getting ready for industry-specific certification exams and discovering potential career directions.
What Was The Challenge?
Pointful Education encountered the following challenges:
- Difficulties handling email marketing tools, payment systems, and ticketing systems, resulting in fragmented efforts and lead generation inefficiencies.
- There were 15 automated lead qualification processes and inconsistent naming conventions and structures. It created operational inefficiency within the system.
- In certain instances, the outdated marketing system caused delays in achieving speed-to-lead objectives.
- The existing CRM system had poor integration with third-party apps. It posed challenges for the company to leverage these apps effectively. The CRM couldn’t connect various data sources through APIs seamlessly.
- They sought a unified solution to simplify all marketing tasks.
How We Solved The Challenge
We brought our HubSpot expert team on board to solve the issues our client, Pointful Education, faced. They solved the issue by following the below-given steps:
Migration to Marketing Hub Enterprise:
We transitioned Pointful Education from its legacy marketing system to HubSpot’s Marketing Hub Enterprise. It enabled the company’s marketing process to be re-evaluated and optimised.
- Streamlined Processes and Standardization:
We combined and standardised various forms, naming conventions, form fields, and structural elements.
Alongside form improvements, we streamlined lead qualification processes for greater efficiency.
- Integration of Organization-Wide Workflow:
We made the entire Pointful Education organisation adopt workflows to automate and simplify the lead qualification processes. It involved setting up lead grading and lead scoring models.
- Seamless Data Integration with Connected Apps:
We ensured a seamless data flow by integrating numerous applications, such as:
Eduvanz Integration: This integration has conveniently empowered students to make payments through low-interest loans.
WhatsApp Integration: We've seamlessly incorporated WhatsApp to simplify communication between students and professionals.
ZoomInfo Integration: This app integration greatly improved lead generation and marketing research efforts.
Zendesk Integration: Our integration with Zendesk ensures swift access to tickets raised by students, leading to rapid issue resolutions.
SurveyMonkey Integration: We've integrated SurveyMonkey, a free online survey and forms tool, to capture individuals' valuable voices and opinions within the Pointful Education community.
Intercom Integration: We integrated Intercom into the platform, enhancing communication and support capabilities.
- Empowered Marketing Team with HubSpot Academy and Support:
The company’s marketing team used HubSpot Academy for training. They leveraged call and chat support to address specific queries and provide enhanced customer assistance.
Results Driven By Softbay's Efforts
We got impressive outcomes showing the tangible impact of Softbay's efforts. We saw a successful unified Pointful Education’s marketing process through HubSpot’s features and services. Here’s what we got:
- Website forms and associated form fields and values got a significant 90% consolidation, resulting in a more efficient system.
- Lead qualifying processes are streamlined and reduced by an impressive 90%.
- The migration to the new platform remarkably improved speed-to-lead times. The sales team now receive leads 96% faster than their previous system allowed.
- Automation led to a noticeable improvement in email response times. It enables the company to achieve 95% faster email turnarounds.
"Softbay really knows their stuff when it comes to HubSpot. They helped us bring our marketing game to the next level. Their advice on using tools and automation made our work much easier and boosted our marketing results!"