Background
Behind Bars, a Norwegian trailblazer in designing bars for elite venues, had encountered a critical juncture in its growth trajectory. Utilising HubSpot for several years, the company recognised the platform's setup fell short of harnessing its full potential, particularly in linking sales and marketing efforts effectively. This gap hindered the seamless capture and qualification of leads, a crucial element for any business aiming to scale. The leadership team's vision to elevate HubSpot's role within the organisation was not merely about enhancing data quality for informed decision-making but also about refining internal processes to unlock new dimensions of efficiency and effectiveness.
The core challenge lay in redefining the utilisation of HubSpot to bridge the existing gap between sales and marketing, thereby optimising lead capture and qualification processes. Behind Bars sought to transform its approach to data management and customer relationship management (CRM) practices to foster a more synchronised operation that could support its ambitious growth plans.
How we helped
Wellmeadow initiated the transformation with a meticulous audit of Behind Bars' HubSpot account, dissecting the utilisation levels of each HubSpot hub to pinpoint areas ripe for optimisation. This audit, paired with a quantitative analysis of the CRM's data integrity, illuminated the path towards significantly enhancing the quality of data captured—crucial for enabling automated processes and informed decision-making.
Addressing the identified gaps, Wellmeadow championed the deployment of a targeted marketing campaign utilising HubSpot's campaign tool—a previously unused feature for the Behind Bars team. This campaign strategically incorporated progressive forms, CTAs (Call to Actions), and Typeform integrations to sift through and pre-qualify leads more efficiently, addressing the previous challenge of expending valuable sales resources on unqualified enquiries.
Moreover, Wellmeadow's collaboration extended to refining the synergy between the marketing and sales teams. Through workshops and strategic sessions, definitions for marketing qualified leads (MQLs) and sales qualified leads (SQLs) were established, enabling the seamless transition of leads from marketing to sales. This effort was bolstered by implementing HubSpot scoring, automating the qualification process and ensuring that only the most promising leads were advanced through the sales pipeline.
The sales team were actively involved in this holistic approach. Wellmeadow worked closely with them to redefine the sales pipeline and integrate key qualification questions, streamlining the sales management process and enhancing efficiency.
The collaboration between Wellmeadow and Behind Bars helped deliver a new level of sales and marketing integration within the company. By leveraging Wellmeadow's expertise in HubSpot optimisation, Behind Bars experienced a transformative shift in how leads were captured, qualified, and managed, resulting in a more streamlined, efficient, and effective sales and marketing operation. This strategic overhaul not only positioned Behind Bars to better scale its operations but also ensured that the company could navigate its growth trajectory with a robust and synchronised sales and marketing strategy, powered by enhanced data quality and optimised internal processes.
Results
↑250 new contacts created | ↑RevOps Alignment
Marketing Campaign created 250 new contacts, drove increased product awareness and sales.
