New Breed's Solution
We worked with the BLUE Software team on a number of projects including the Growth Acceleration Workshop and Inbound Readiness, as well as our premier services for Inbound and SEO.
1. Building the Foundation
During the foundational projects, Growth Acceleration Workshop and Inbound Readiness, we were able to understand BLUE Software’s goals, plans and challenges as a company, as well as get a view of their current marketing and sales funnel. Throughout these projects, we identified four primary buyer personas segmented by job role that represented target decision makers and influencers.
After building out the target buyer personas, our team developed a form strategy to efficiently segment the different personas as well as gather important, but non-invasive information to create tailored content for these individuals.
Our team also worked with BLUE Software to define lifecycle stages that both align their marketing and sales teams and develop a standard sales process that is easy to implement throughout the organization. We defined lead statuses so sales reps can qualify, or determine, if leads passed to them need a little more nurturing before continuing their buyers’ journeys.
2. Automating in HubSpot and Streamlining with Salesforce
To successfully automate the lead handoff process, we built lead routing automation in HubSpot to send qualified, engaged lead to specific sales representatives based on the lead’s annual revenue and global region. This ensured that no leads were getting lost in handoff limbo.
As it is for many businesses, Salesforce was BLUE Software’s source of truth. Now that we built the foundation of their funnel, we needed to make sure all of the information — including lifecycle stages, lead status and lead routing — correctly synced with Salesforce. By the end of the Growth Acceleration Workshop and Inbound Readiness, our Sales Operations Strategists were able to automate persona mapping, lifecycle stages and lead routing, as well as successfully sync these foundational elements with Salesforce.
3. Building and Unifying BLUE Software’s SEO and Content Strategies
Our team conducted keyword research and used that insight to create and optimize content for each lifecycle stage that aligns with BLUE Software’s personas, solutions and target industries. With this strategy in mind, the SEO team built topic clusters based on these main priorities and aligned current content with those topics to see which topics were gaining the most website sessions, leads and inbound links using the Content Strategy Tool in HubSpot.
Other SEO tactics deployed to improve keyword position rankings and website sessions included optimizing new and top performing blog posts and building additional linking strategies using SEO best practices. All of our tactics were aligned with a unified content and SEO strategy.
4. Increasing Conversion Opportunities on BLUE Software’s Website
A large pain the team at BLUE Software had was a decrease in lead generation month over month. To counteract this, we worked with their marketing team to create conversion opportunities at the end of new and top-performing blog posts.
The next tactic to increase lead generation was creating those conversion opportunities on the main webpages using lead flows. We added relevant and top-performing premium content offers to the industry pages.
5. Developing Strategic Email Nurtures for Both Unengaged and Engaged Leads
To nurture BLUE Software’s large database of contacts, a combination of both engaged and unengaged leads, we needed to think critically about how we could re-engage leads who lost touch and nurture leads who have recently engaged in the websites or emails.
When building a strategy to re-engage contacts, we wanted to make sure we were providing helpful information while not discouraging them with too much content in a short cadence. We created bi-weekly emails tailored by industry to suit these contacts.