We also established core foundations, helping their sales team engage the right kind of lead and close deals more efficiently.

The project was spread over two phases – foundation and engagement.

Phase 1: Foundation

We started by doing a clean-up and verification of their existing data. And through a major foundational exercise, we consolidated contact properties that didn’t matter, established customer lifecycle stages, set up lead scores and buyer personas.

The final aspect of this phase involved setting up workflows to automate the lead nurturing process. For instance, if an existing client downloaded a specific content offer, a task was set up for the contact owner to follow-up with them.

Phase 2: Engagement

With reporting being a critical aspect of the sales and marketing process, we decided to establish a reporting structure in the HubSpot tool.

Examples of custom reports included First Conversion by Source, MQLs by Content Offer, Original Source of Contacts and Contacts by Persona to name a few.

First Conversion by Source report

MQLs by Content Offer report

These custom reports helped them track their sales and marketing efforts, enabling them to identify gaps and make improvements to accelerate the sales pipeline.

Towards the end of our collaboration, we also held a training session for the Eyeota team to get them up to speed and ensure they’re aligned on the changes we introduced.