Optimizing Conversion Funnels
In the B2B segment, automating personalized communications is an efficient strategy for growing fast while balancing lead generation and lead nurturing.
Acsendo is a startup that seeks to improve human talent management for medium and large companies by offering a SAAS product and a consulting service.
With customers in 17 countries in the Americas and Spain, this startup in the expansion phase required to improve the identification of audiences, accelerate the lead nurturing process, and optimize the lead generation processes through paid and unpaid channels.
To support this objective, it was decided to migrate its CRM to Hubspot to take advantage of the benefits of automation and information management. This project had the challenge of quickly implementing a data cleansing process to improve the quality of the information stored.
In a startup, it is essential to iterate on what has been learned quickly. To do this in an agile way, an efficient lead generation model and an automation strategy that drives conversions are necessary.
To complete the migration to Hubspot and especially to make the stored data a valuable asset for the company, the following tasks were executed:
- Definition of data points with demographic and behavioral characteristics of the buyer persona
- Cleaning of existing data
- Actions to obtain the remaining data to improve user segmentation
- Establishing the characteristics of purchase decision moments.
Content plays a vital role in the buying process because it allows the user to validate the software’s features, get educated on the benefits, and understand how it fits the company’s needs. To take advantage of it in a better way was achieved:
- Increase the website’s organic visibility by positioning strategic keywords and improving domain authority by creating pillar pages that gather the highest number of complementary keywords on the same topic.
- Targeting the blog to users who are at the recognition and consideration stage by delivering content that responds to needs and friction points
- Promote lead generation by creating high-value content (ebooks, brochures, etc) and invitations to online events.
Automation was used in email marketing and digital campaigns to drive lead nurturing and conversions, delivering personalized messages according to the product type and the sales funnel position.
Following the OKR methodology, each action was tracked based on KPIs related to a critical result to understand its impact on achieving the company’s objectives.
Organic Growth
Increasing domain authority
Personalization
Essential data points
Lead nurturing
Understanding the decision-making process
Results
- Optimize overall lead acquisition costs, thanks to the increase in the proportion of non-paid leads with respect to those generated from digital advertising campaigns
- The analysis of content consumption and the information collected in the data points allowed the reorienting of digital advertising campaigns to more relevant audience segments to reduce lead acquisition costs. Likewise, this information allowed us to understand customers in greater detail and, with this, to plan new iterations of the product
- The migration process allowed us to use Hubspot to generate leads and promote sales by applying automation. For this reason, it was decided that the website should be migrated to Hubspot to take better advantage of the software.
Technologies and other nerdy stuff
- Initially, the website, blog, and landing pages were developed in WordPress but then migrated to Hubspot
- I used Open Refine, Pandas, and Numpy (Python) libraries to clean and improve data quality
- Creation of surveys and logic tests using Typerform
- I configured and managed Hubspot Marketing Hub to collect profile information, automate communications through newsletters, and manage digital advertising campaigns
- I used Google Analytics to analyze web traffic
- I designed dashboards in Google Data Studio to gather information from Hubspot, Google Analytics, and spreadsheets, using third-party integrations (like Supermetrics)
Project status
Active but not involved in the execution.
My role in the project
As Digital Marketing Manager, I was in charge of:
- Completing the migration to Hubspot
- Designing and executing the Inbound Marketing strategy to identify prospects, generate, and nurture leads in the segment of large and medium-sized companies in the Americas
- Led a team of 10 people, including copywriters, visual designers, video editors, digital advertising specialists, and social media managers
- Within the OKR methodology, participate in the definition of the company’s objectives, define the key results, and promote the team’s actions to achieve these goals
- Lead the budget control of the area
- Liaise with stakeholders in the execution
Where are the numbers?
Although the information on this case study is public, I prefer to talk personally about the KPIs. Let’s meet together!
