Achieving Holistic Marketing with integrated CRM HubSpot

At CMA, we took on the challenge of ushering ALLpaQ into a new era of customer engagement through a holistic omni-channel marketing strategy. Utilising HubSpot as our CRM, we integrated multiple tools and platforms to create a seamless, personalised and data-driven marketing approach to support sales and marketing-led campaigns.

Our journey with ALLpaQ was not just about leveraging multiple channels but also about synchronising the sales and marketing efforts, reinforcing the digital strategy and enhancing the customer experience.

These concerted efforts set the foundation for an optimised approach: the implementation of a holistic omni-channel marketing strategy using HubSpot.

Omni-Channel Strategy with HubSpot

In an era of rapidly evolving digital landscapes and increasingly discerning customers, staying ahead of the curve is key. Recognising this need for ALLpaQ, we at CMA made the pivotal decision to embrace an advanced and integrated approach to their marketing and sales efforts. Harnessing the power of HubSpot, we implemented a comprehensive omni-channel marketing strategy designed to weave together multiple touchpoints and deliver a seamless, personalised customer journey. 

This wasn’t merely about adopting a new tool or adding another channel – it was about a paradigm shift. It was about understanding that in today’s hyperconnected world, ALLpaQ’s customers are everywhere, and so they needed to be everywhere too.

 With HubSpot as our central command, we initiated a data-driven approach that combined ALLpaQ’s website data (Google Analytics), Google ads, LinkedIn Ads, LinkedIn Sales Navigator and email marketing to transform their marketing campaigns and sales processes. This unified strategy, balancing the intricacy of multiple channels with the simplicity of a singular, cohesive customer journey, is the future of customer relationship management.

The Omni-Channel Customer Experience diagram below illustrates how we evaluated and initially showed how we can integrate ALLpaQ’s marketing and sales activities across multiple channels using HubSpot’s CRM system.

Collaborative Efforts: Business Development and Sales Strategy

At CMA, we understood that a fruitful collaboration with ALLpaQ’s Business Development Director would be key in truly transforming their marketing and sales initiatives. We worked closely together to re-strategise ALLpaQ’s ground sales strategy, starting with a significant expansion and regionalisation of their sales team around the world. This step was mirrored in our setup of HubSpot’s CRM, where we regionalised segmentations and tailored form submissions based on geographical areas, ensuring that enquiries were directed to the right individuals. 

By leveraging HubSpot’s integration tools, we were able to provide the sales team with instant access to marketing collateral that could be used in meetings or for immediate responses to potential clients. Coupled with tracking and analytics, this gave us insightful data to adapt strategies based on the most successful outcomes gleaned from A/B tests.

Automation played a pivotal role in streamlining ALLpaQ’s sales process. For any contact identified through inbound marketing or market research, an automated sales journey was established, relieving the sales team of the need for constant monitoring and freeing up their time to focus on late-stage prospects.

The following process showcases how we leveraged HubSpot’s CRM, Website, social and Google to empower ALLpaQ’s sales team, automating outreach to free their time for nurturing late-stage prospects.

Recruitment Strategy and Learning Management System Implementation

Our partnership with ALLpaQ was multifaceted. Alongside sales and marketing efforts, we embarked on a recruitment campaign, making use of LinkedIn Paid and other platforms, to help ALLpaQ assemble the best team. This also involved developing a dedicated careers section on their website to attract top talent.

In addition, we were involved in the implementation of a Learning Management System (LMS) for the wider ALLpaQ team. We created a master sales presentation and user guides, including brand guidelines and social media policies, which were integrated into the LMS to facilitate onboarding and support Business Development Managers (BDMs). We collaborated with the HR department to integrate an appraisal system into the LMS, further supporting BDMs’ improvement.

Supporting and maintaining ALLpaQ’s digital infrastructure is a key ongoing effort. By working directly with their sales team, we ensure CRM consistency while regularly producing reports to monitor and optimise all digital fronts.

Snapshots of the Learning Management System (LMS) and appraisal system we developed for ALLpaQ, vital tools that supported the ongoing training and development of their global sales team.

The Omnichannel Strategy Unfolded

We followed an integrative approach for ALLpaQ, deploying different marketing strategies across various channels to optimise customer touchpoints and offer a seamless user experience.

The screenshots exhibit the impressive results achieved from our Google Ads campaigns, showing the effective lead generation and high engagement rates that significantly boosted ALLpaQ’s digital presence.

The screenshot provides an inside look at one of our automated email campaigns, demonstrating how we used personalisation and dynamic content to build strong relationships and drive conversions.

The screenshot displays the HubSpot CRM dashboard, demonstrating how we maintained and optimised ALLpaQ’s digital infrastructure, ensuring CRM consistency while regularly producing reports to monitor all digital fronts.

Results

Whatever your sector. Whatever your trade. Whatever your passion. No sweat!