We are looking for a suitably qualified Hubspot accredited provider to tender for the above project.
The tender requirements are as follows:
Segmentation and grouping of data
Tier and split customers and prospects into different buckets.
The buckets will be defined based on their existing deal history that lies within HubSpot – although more data will need imported via our ERP system.
Properties at the company level to be created in HubSpot and each company will be tagged accordingly.
Data Segmentation:
split the data into the following buckets:
- Existing clients associated with a dedicated account manager from within HubSpot –
these will be tiered and grouped based on their purchase history and intent
- Central accounts – those companies that are identified in HubSpot as having a contact
owner as a ‘Central Accounts’
- Prospects – leads that have not converted and don’t have any closed won deals
associated with their company within HubSpot
- Portal customers – clients who have purchased via the IWL customer portal
Content Creation
Content will be created that addresses the challenges faced by the personas and provides added value to their experience with IWL.
Content – such as blogs, eBooks, infographics – will play a significant role in the automation outreach,
Sessions will be held in person to work through the persona mapping requirements.
Lead Scoring
As customers and prospects move through the automated sequences, lead scoring will be
developed to provide an up-to-date understanding of customer’s intent and engagement.
The lead scoring will be defined in the workshops, but essentially we will score based upon:
- Previous purchase history
- Number of associated contacts
- Engagement with emails and content
When a score meets a certain threshold, notifications will be sent to the relevant account owner informing them to follow-up with the lead. Notifications will be tasks within HubSpot and a personalised dashboard will be created per rep to show outstanding leads and tasks.
Content Creation
Each piece of content will help users address their challenges and will be strategically added to the automated sequences.
Creating this content will also need to provide IWL with better visibility across the search engines and provide hooks that can be used across other marketing channels
Automated Sequences
Develop a range of automated workflows and sequences that target each persona type
within the respective category. The overall aim of the sequence is to increase the customer
lifetime value of each account and to help streamline the sales team’s processes and to enable them to focus on high-value accounts.
Utilise both sequences and workflows from within HubSpot and will score each contact
based on their interactions with the campaigns – providing an up-to-date picture on each
account. Email sequences will be A/B split tested and we will fail fast. We’ll understand what
works, what needs to change and adopt a mindset of continuous improvement.
The sequences will provide added value content along with opportunities to up-sell/cross-sell
and activate revenue. Each sequence will be split-tested and will be data-led – enabling the sales team to focus on key opportunities that present themselves.
Reporting
To ensure we close the loop and understand what works, all sequences will be visible within
HubSpot. We will set up personalised dashboards across each campaign and each rep will have their personalised dashboard to see how their leads are engaging with content.
We will also use the campaign tool in HubSpot and set up specific UTM tracking links to ensure links, clicks and interaction is tracked throughout the various campaigns.
LinkedIn Sales Navigator
Create an effective strategy for sales reps to maximize the potential of
LinkedIn Sales Navigator to facilitate business growth. The strategy will cover the key areas
below and will provide your team with the tools to use LinkedIn Sales Navigator effectively:
- Optimising profiles to enhance visibility and reach
- Utilising advanced search features to find key prospects
- Engaging with insights to stay up-to-date with key customers
- Build and nurture relationships with prospects and customers
- Creating compelling InMails (messages) to drive new business activity
- Integration with HubSpot to provide a holistic view of sales outreach performance
The Successful Tenderer will be chosen on the ability to provide the full service including site visits to our site in Consett Co. Durham DH8 6BP.
The deadline for submissions is 26th April 2024.
For Q&A’s and to submit your proposal please email here andrew@test.industrialworkwear.com