New Breed's Solution
1. Research and define core buyer personas
First, we worked with ServiceTitan to define clear buyer personas to inform their content, SEO, nurture, segmentation and qualification strategy. Because we discovered that a residential contracting company’s software needs are inherently tied to the size of their technician force, we agreed to segment ServiceTitan’s four main personas by number of techs as well as by key industry and demographic criteria. In doing so, we were able to align ServiceTitan’s messaging with the needs and challenges of individual personas and create conversion pathways directing leads to resources that would best resonate with their industry and growth stage.
2. Establish a unified content and SEO strategy
After establishing buyer personas, New Breed conducted keyword research and used that insight to create and optimize content for each persona and lifecycle stage. Top of funnel content was created to bridge their content gap and site copy on industry solutions pages was updated to include keywords and persona-targeted messaging to drive more organic traffic and engagement. Using HubSpot’s Content Strategy Tool, we also leveraged personas and keyword insight to create topic clusters for each industry solution page to ensure that site visitors were nurtured with relevant topics and content resources and presented with compelling engagement options.
3. Create an email nurture campaign around demo request submissions
To take some of the burden off of the sales department, New Breed created an automated email nurture campaign in HubSpot around their demo request submission form. The campaign was meant to help educate, nurture and qualify contacts to prime them for a sales call and increase the likelihood that they would follow through with booking a meeting. The sequence was triggered when the contact submitted a demo request form (so sales reps were no longer responsible for manually sending emails and nurturing contacts) and consisted of five emails, spaced at five-day intervals, to give reps a larger time window before reaching out.
The demo request email campaign featured middle of funnel (MOFU) content and videos to educate prospects on specific product features and testimonial videos to demonstrate how the product was leveraged by customers to solve different operational challenges. Featured content was segmented by persona and geared toward it's audience's unique pain points and messaging preference.
For example, videos featured in emails to the time-strapped Enterprise Evan persona (the buyer persona with the largest tech force) were more product-focused while videos shared with SMB Sam (their small-to-medium sized business persona) were more educational in nature. The choice to leverage video in the email drip campaign was meant to offer busy prospects a quick and easy engagement opportunity to learn more about ServiceTitan and highlight their success with other companies in the HVAC and plumbing sector (ServiceTitan's two main industries). The last email in the nurture sequence also let prospects know that a rep would be reaching out to schedule a meeting, thus establishing a fluid marketing-to-sales handoff process.
4. Update landing page form strategy to support qualification and segmentation efforts
In addition to creating an email campaign, New Breed updated ServiceTitan's demo request form strategy to better qualify incoming contacts by industry and tech force size. We simplified the industry field options in order to gauge if a prospect should be qualified or disqualified by industry (ServiceTitan focuses on HVAC and plumbing rather than solar and roofing businesses) and made tech size range options align with each of our four established buyer personas. Along with identifying bad-fit leads early on, this form strategy would allow ServiceTitan to serve up more relevant content to prospects based on their industry and growth stage.
5. Re-engage leads that fell through the cracks
To increase ServiceTitan's post-call engagement levels and win rates, New Breed created a re-engagement campaign to send to closed/lost contacts that had disengaged after their demo meeting with a sales rep. The email workflow was designed to send 90 days after a deal was marked as closed/lost in the HubSpot database and was sent from the account owner to provide a personal follow-up. The email campaign provides the disengaged contact with links to relevant blog posts and video resources before asking them if the timing is right to schedule another call, thus providing an additional engagement opportunity.
6. Uphold inbound best practices at every juncture to sustain meaningful connections with prospects
To uphold inbound best practices, we also worked with ServiceTitan to create a DQ (disqualification) email workflow series to replace their standalone DQ email. Companies who weren't qualified for a sales reach-out were enrolled in this DQ drip campaign, which focused on providing actionable tips for prospects to grow their business. The sequence was sent at a slower, monthly cadence and was intended to provide value and leave the door open for future contact with ServiceTitan in the event that they became more qualified or a better-fit product offering was created down the line.