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...
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.
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.
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:
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.
The number of leads increased exponentially as did the quality. Here are the results:
*THESE ARE REAL PERCENTAGES! We started with less than 100 leads and grew to 2,674 MQLs in one year. In year 2, we grew that number to 4,297, a 60% increase over that 12 month period.
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