Many businesses generate leads through a variety of marketing initiatives. But often, those leads never actually become customers. It takes a strategic lead generation and nurturing engine to develop an inbound marketing strategy and successfully convert leads into sales. 

Stephen Spiegel, CEO and Founder of Crewhu, an employee recognition and customer satisfaction SaaS platform for IT Service providers, was struggling to increase his sales and gain actionable insights into his ROI. That's when he turned to Maria Rutkin of Rutkin Marketing as their Fractional-CMO to get results. See the story...

COMPANY OVERVIEW

Crewhu is an employee recognition and customer satisfaction SaaS platform that helps small to mid-sized IT Service Providers and Managed Service Providers (MSPs) focus their entire team on the metrics that matter most to their business. This is successfully accomplished through a three-pronged approach: helping businesses identify their best employees, offering those employees recognition for a job well done and reinforcing profitable behaviors which drive growth. By helping businesses create a strong motivated internal team, Crewhu promotes a culture of engagement and excitement, resulting in lower turnover, higher productivity and sales, and better customer satisfaction.

THE CHALLENGE

At the beginning of 2020, Crewhu CEO Stephen Spiegel was focused on doubling sales and increasing the number of new customers. There were a number of marketing initiatives already in place, but there was no strategic system to analyze the results and define the return on investment (ROI). In addition, Crewhu was participating in multiple tradeshows but didn’t have a lead nurturing process in place to move leads down the funnel.

Stephen realized it was critical to develop a lead generation and nurturing strategy to convert leads into more meaningful sales discussions and gain actionable insights to achieve his projected goals through HubSpot, their CRM and Marketing platform.

He was also looking to optimally invest the marketing budget into sources that would help Crewhu achieve this goal as well as prevent customer churn and grow adoption.

Stephen hired Maria Rutkin, President of Rutkin Marketing, as the Fractional CMO, and challenged her team to focus on the tradeshow leads, build a lead nurturing engine, develop an inbound marketing strategy by generating new qualified prospects through new digital channels, including paid search, paid social, organic search, organic social, and expand existing customer marketing efforts to grow adoption and reduce churn.

THE SOLUTION

Rutkin met with the Crewhu management team to identify areas of opportunity that would help Crewhu meet the challenges of the marketplace and create a strategic plan to help achieve their goals.

The plan focused on:  

• • Optimizing the website to increase Search Engine Optimization (SEO) and improve conversion
  • Increasing organic traffic to the website by evaluating the current website, blogging, landing pages, keywords, and call-to-action strategies
  • Evaluating new digital marketing channels to generate additional leads and allocate the right ad spend
  • Creating an engaging and nurturing process with campaign tracks in HubSpot and defined Key Performance Indicators (KPIs) to convert more leads into meaningful sales discussions, demos, trials, and deals
  • Increasing conversions by aligning compelling and optimized content/offers/CTAs into nurturing campaigns to meet buyers where they are in the buying process and move them down the funnel

THE RESULTS

As a HubSpot Agency and Solutions Partner, Rutkin Marketing utilized HubSpot’s all-in-one platform to its fullest potential, creating dashboards, reports, emails, landing pages, CTAs, social media posts, and blogs to improve conversion.

Rutkin Marketing’s strategic digital marketing approach, from concept to execution, attracted the right kind of traffic, helping Crewhu improve conversion and deliver more qualified sales leads and opportunities.