Our Company had serious Marketing. Automation problems. I had just started as Marketing Operations Manager at a startup that was expanding rapidly towards a hoped-for IPO (called an IPO but actually it was a private placement for ten billion euros on the Euronext exchange). But there was no effective, integrated Marketing system to operate.
How could I fix it? Well, first off, I needed to examine the different CRM and Marketing Automation systems available. I needed to decide which one was the best for the company. I also needed to bring key stakeholders - in Sales, Operations, Account Management, and Services- along with me in this decision.
Then I needed to execute the strategy and roll out the system so that we maximized our ROI and that the team was confident that we had a fine-tuned Sales-integrated Demand Generation Marketing engine. I joked that we needed to turn a bicycle into a sports car over Xmas!
First off, we needed to decide whether to keep Pipedrive, our current CRM. Hot or not? We decided not - we needed Hubspot CRM or Salesforce. Second, Mailchimp Marketing Automation. Hot or not? Definitely Not, especially for those highly integrated, professional-looking campaigns we needed for the B-2-B business.
In the end, it all came down to Salesforce with Pardot or Hubspot Sales Hub with the Marketing Hub.
We broke it down like this:
The sales team really liked Hubspot CRM and it was cheaper. I love Pardot and Hubspot for marketing. But I have a soft spot for Hubspot, because I lived right by their HQ in Cambridge, Massachusetts, for seven years, up to 2015.
Also, they have brilliant explainer articles, videos, and templates I’ve been using for many years. I also read Brian Halligan’s book ‘Inbound Marketing’ back in 2010, and immediately I was a convert!
Here were a few of the pricing options once we narrowed it down to Hubspot:
And here’s a few examples of how we weighed up the options in a more Qualitative way.
Negotiating all the different parties and teams within the company and Hubspot was quite a challenge. Luckily, the negotiations workshop I attended whilst an MBA student at Northeastern University Business School, run by Professor Wertheim, kicked in.
The agreement went down the wire, and we signed the last thing at the end of the quarter. We secured an excellent 20% discount. £42,000 for a two-year contract, which Italy followed shortly afterwards. I worked closely assisting with the Italian team's roll-out, too, just a month later.
The next step was actually rolling it all out and migrating all our data from Pipedrive. I took Six Hubspot certificates over Christmas, so I’d be on top of it, including; Marketing Automation, Reporting, Inbound Marketing, Sales Hub admin and so on.
I managed to hook it up to our WordPress site, Migrated all our data from Pipedrive, integrate it with all our social media and Digital Ads Campaigns and create subdomains and branded landing pages, a blog site and email templates.
- How long should it have taken, according to Hubspot? 3 months.
- How long did we take? Six weeks - one of my direct reports was out for three of those weeks with COVID-19
It would have been a month had not one of my team contracted Covid.
So how does this Startup Marketing Automation Engine work today? We’ve been ‘Live’ for two weeks. Here's my latest Marketing Operations company-wide report;
- We started off promoting our new Retail X Sustainability report (Top 50 retailers on eco-friendly commerce) when our site went live a few weeks ago.
- InPost has yielded 125 leads and counting since going live two weeks ago, through contacts downloading the Report through our promotions. Seventy-seven of those are Marketing Qualified Leads: We have brought the cost per lead down from £25/Lead to £6.25.
- We have put together a comprehensive plan to promote, market and generate leads for our new contactless returns, ‘Instant Drop.’ campaign.
- I have set up automation flows for our Sales team, which has already created five good Opportunities with decision-makers at our target accounts (Account-based Marketing Campaigns).
- Yes, it was stressful and hard work (I only took three days off over the Christmas period & worked many long days and almost every weekend), but we rolled this out in record time.
- Make sure you are completely on top of the software before you complete the setup - in my case, I took Hubspot Certifications. But you may have other ways to accomplish this and be confident in your mastery of Hubspot.
- Utilise the Hubspot team. Our Account Executive, Andy Boland, with whom I negotiated our package, and our Senior Customer Onboarding Specialist, Giada Tedesco, were both outstanding.
- Work with evangelists in your own company. One salesperson helped me every step of the way. Our IT lead and web manager also pitched in nobly.
- Don't lose heart. I now have a delighted sales and marketing team and the warm fuzzy feeling of having done a great job. It was well worth all our hard work - nothing beats that feeling!