“Markentive has accompanied us for the past few months in the process of implementing a marketing automation tool, with Christian and Florine as project managers. We have finally chosen (without any surprise) HubSpot and we are very happy with the choice. The implementation has been going very well till here, and the training was very clear for all the team, who were very happy about it. There is still a little bit of ground to cover before we fully understand the tool and activate all the necessary features. A big thank you!”
Carolane GUYON, Digital Marketing Manager, Meritis
Meritis, a consulting firm, needed Markentive’s expertise to assist with implementing a marketing automation strategy. The following case study explains how Markentive designed and implemented the strategy, and the results they obtained.
Marketing automation is an essential part of an overall marketing strategy in today’s digital age. Simply put, marketing automation can transform a lean strategy into a force to be reckoned with. Meritis saw an opportunity to create a marketing automation strategy and approached Markentive to assist with it.
About Meritis
Meritis is a consulting firm specialising in the transformation of information systems and organisations. Meritis’s mission is to match the very best talents to companies to give them a head start. They support their clients in their most strategic IT projects through their technical, business and project management expertise.
Challenge
Meritis’s main challenge was setting up a marketing automation strategy.
In order to support Meritis's business objectives, the Marketing department called on Markentive to help with setting up a marketing automation strategy and choosing and integrating the best tool to translate this strategy. The implementation of this Marketing device had to be designed to integrate easily with their Salesforce CRM, in order to transmit and follow up qualified leads to the sales teams.
The following goals and objectives were put in place:
- Setting up campaigns to easily generate qualified leads.
- Obtaining intelligence from data by modeling prospect qualification criteria and recommending a form strategy.
- Proposing effective lead nurturing scenarios.
- Segment using lists, personalising campaigns, and track their effectiveness.
- Aligning Sales and Marketing teams on the distribution of Marketing Qualified Leads.
- Configuring lead scoring to identify warm leads who fit a specific demographic profile.
Anticipating synchronisation requirements with Salesforce CRM and implementing the necessary flows. - Creating dashboards to monitor marketing performance indicators.
Solution
Through a series of workshops, Markentive consultants were able to understand Meritis's specificities as an IT consulting firm. As experts in the HubSpot tools, Markentive were able to offer them personalised settings that met their usage needs.
- Creation of dashboards to monitor marketing performance indicators.
- Structuring and importing existing databases
- Setup of custom fields and the view of information sheets.
- Building of landing page templates, thank you pages, emails.
- Workflow implementation for various use cases (qualification of the database, transition of leads to MQLs, events, etc.)
- Various automations were implemented (tasks, notifications, workflows for database management, etc.).
- Implementation of reports.
- Scoping and configuration of HubSpot x Salesforce synchronisation.
- Training of the teams to ensure adoption.
Results
Following the implementation of the HubSpot marketing automation tool and the training of the teams:
- 100% of the marketing automation features deployed: contacts, email marketing, landing pages, forms, CTAs, campaigns, lists, scoring and associated reports.
- Dedicated reports for monitoring marketing performance, web analytics, and database filling;
100% of marketing teams use HubSpot. - Over the first 3 months of the implementation of the strategy (August, September and October 2021):
+ 600 new leads were generated
21% average email open rate
99% email deliverability rate
10% conversion rate on landing pages
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