Industry
Financial Services
Challenge
The client needed a way to effectively track and analyze ROI from offline marketing efforts, such as tradeshows, to better inform strategic decisions and unify their data processes.
Impact
Gate 39's automation and reporting tools revealed valuable insights, including an unexpected lead generation opportunity through untapped organic website traffic.
Solutions
HubSpot, CRM
Before Gate 39
- Firm relied on traditional, outbound forms of marketing, like tradeshows, to drive revenue, but could not use HubSpot to track offline ROI
- No properties or workflows for segmenting leads by tradeshow
- No formal process for how teams should import offline data
Gate 39’s Solution
- Step 1: Determine how to provide context to offline digital efforts leveraging HubSpot’s custom properties
- Step 2: Set up automations to manage offline data in order to reduce human error
- Step 3: Identify and define each step a team member needs to take when importing new leads by spreadsheet or syncing to their Salesforce integration
- Step 4: With accurate data in place, determine who needed to see what data and then create custom reports and dashboards that would best tell the story of that data
Gate 39's Impact
- Clearer data to illuminate the true effectiveness of the firm’s offline marketing activities, particularly tradeshow exhibits
- Every team member understands the data input process
- Workflows automate everything that does not need direct human intervention
- Reporting dashboards provide company executives with the data they need to make informed decisions on BOTH offline and digital marketing strategies
The Lightbulb Moment
Though the client largely focused their marketing efforts on tradeshows, the data captured during this project provided an interesting new insight… they had lots of free, organic traffic visiting their website each month, but the number of visitors that would convert into leads was minimal compared to the number of leads captured at trade shows. Organic website traffic is free and occurs 24/7, 365 days per year, while tradeshows can be expensive, time- consuming and fleeting. Thanks to this insight, converting more of their existing website traffic into actual leads became a low-cost, quick, and obvious priority for the marketing team… a surprising twist in their mission to better manage offline data.