The situation….

Imperial College’s Enterprise Division had a silo’d and disjointed digital marketing approach.

There was no marketing automation in place, the marketing team were relying on the manual manipulation of marketing lists with no single customer view or attribution available to make smarter marketing decisions.

The target….

The primary objective was to drive Enterprise’s B2B target audience to the Enterprise website in order to engage with the content displayed.

Optimise Enterprise’s web-content to enable a 1:1 relationship with existing and acquisition audiences.

Automate marketing workflows to enable a deeper relationship with customers.

Generate, triage and nurture leads via website for further marketing activity.

Gather and analyse user data, demographics and behaviour to inform marketing activity and content development.

Integrate the marketing and content platform with Enterprise Salesforce sales management tool to convert more opportunities.

The action….

Ran the Enterprise Division vendor selection exercise with Adobe Pardot and Salesforce and ultimately selected HubSpot as the preferred marketing tool.

Launched three Pilot Campaigns using HubSpot functionality.

Implemented Campaign Planning tools, Targeting new audiences (inbound & outreach), Targeting existing audiences (database segmentation & engagement, Campaign  set-up & Channel Integration, Registration form integration, Social and Email integration, Ads & paid Social, Workflows, Lead Management & Nurture, Lead Scoring, Pillar Pages, topic clusters, Analytics and Reporting.

The results….

The pilot activity HubSpot demonstrated strong fit with Enterprise Growth Strategy.

Campaign performance exceeded targets.

Successfully implemented HubSpot as the organisational marketing platform.

Developed Standard Operating Procedures and Campaign Playbook based on pilot campaigns.

HubSpot rolled out for wider organisational use following the successful pilot.