The Ultimate Guide to Prospecting: How Many Touch points
It's incredibly rare that a prospect responds to a salesperson's first outreach attempt. This means...
Introduction
Rothschild & Bickers (R&B) have leveraged funding from the Internationalisation Fund provisioned by the UK government’s Department for International Trade (DIT) and the European Regional Development Fund (ERDF) to grow their global digital marketing, achieve a better understanding of their customers, activate new markets and seamlessly integrate existing operations into HubSpot’s Products. Read on for more.
About R&B
- UK luxury, decorative lighting design studio, that hand blows contemporary lighting.
- Employee size: 8.
- Locations: London showroom Islington, London, UK, office and studio in Hertford, UK.
- Turnover: £950k.
- Website: https://rothschildbickers.com
References
chiefmartec.com., 2023. ‘2023 MarTech Salary and Career Survey’ p.29 https://chiefmartec.com/wp-content/uploads/2023/04/2023-MarTech-Salary-Career-Survey-final.pdf (accessed 25.05.2023)
HubSpot., 2023. ‘The Flywheel’ https://www.hubspot.com/flywheel (accessed 26.05.2023)
Challenges in the form of tech consolidation, customer journeys and the macro
HubSpot rises to the challenge of making existing processes more efficient.
It’s a benefit in challenging financial times that HubSpot provides a full-suite offering at a lower price-point (in particular for small businesses) on its Products through the Starter plans; CMS Hub, Marketing Hub, Operations Hub, Sales Hub and Service Hub. R&B quickly implemented new digital marketing capabilities with the Marketing Hub and Sales Hub when they automated much of the five-steps ‘Trade Programme’ sign-up journey. You can see that Trade Programme below: note Branue’s feedback to the client in blue text.
Click ‘APPLY FOR AN ACCOUNT’ to view the HubSpot-hosted form: https://rothschildbickers.com/pages/trade
Integrations are physical and Software-as-a-Service (SaaS).
Consolidated martech stacks are on the marketing agenda according to Chiefmartec (2023) 63% of maestro marketers identify/consolidate multiple instances of same or similar marketing technology products, R&B analysed their own techstack with support from Branue in a similar maestro-way; utilising HubSpot to consolidate their existing techstack.
Macro.
Energy. The nature of glassblowing is a heat-intensive pursuit that incurs a cost; as prices rise so do the business challenges.
Tech solutions get the Flywheel spinning
Branue draw on a wealth of martech products many integrate with HubSpot and these are visualised in Branue’s entry to the 2023 Stackies Awards hosted by chiefmartec.com, see entry below.
R&B’s techstack is multi-pronged.
#Techstack: #HubSpot with #Mailchimp #PhantomBuster #Shopify #Waalaxy #Xero #Zapier
International growth is central.
To grow better HubSpot (2023) informs that an organisation needs to “deliver a remarkable customer experience – [and] that’s where the flywheel comes into play.”
When companies grow better, they meet even the highest of customer expectations, and the result is a better business, better relationships, and a better path to growth.
(HubSpot 2023)
The Flywheel.
(HubSpot 2023)
By going global R&B are seeking to attract, engage and delight new customers thus promoters in new markets to accelerate international sales (growth being at the centre of the Flywheel). Research conducted on Google Analytics by Branue highlighted that a large proportion of visitors to the website were originating from outside the United Kingdom (UK) in particular from the United States (US) and it is this audience that Branue and the client have activated to get that fly wheel spinning, whilst recognising there is a Europe growth opportunity too. Possessing a good understanding of the international opportunities R&B have plotted a route to the US (and growth) via three reseller groups; interior designers, specifiers and architects (via strangers > prospects > customers > promoters >) and these are recognised below on ‘route B’ on the third level down.
International Contemporary Furniture Fair (ICFF).
One of Branue’s successes working with R&B has been in supporting the client, through martech, to identify strangers and prospects to realise those new customers and promoters and much of this effort was conducted in the months prior to May 2023 when R&B attended the ICFF in New York, US.
Results
What happened? Branue integrated martech with HubSpot (via Zapier) to realise R&B’s digital outreach (marketing) goals some examples:
• Communication to a larger audience; achieved through campaigns using Waalaxy and emails sent via HubSpot to new and existing prospects and customers.
• Hyper-targeted campaigns; utilised PhantomBuster to generate 133 US trade prospects in New York using search term ‘new+york+lighting+consultant’.
• New customers and promoters from strangers in US market; using Waalaxy to organise LinkedIn users into prospect groups including the 428 users the in prospect group named ‘Interior designer New York state’.
A note on Waalaxy https://www.waalaxy.com
Waalaxy forms an integral part of R&B’s new techstack it allows R&B to contact segmented prospects via LinkedIn and emails at scale. And Branue are an ambassador for the automation SaaS. In addition to comprehensive training on Waalaxy Branue supported R&B’s outreach successes to achieve significant uplifts from December 2022’s near-zero connections count:
• 993 LinkedIn connections (May 2023).
• 1,042 LinkedIn followers (May 2023).
Here’s some Waalaxy-specific campaign results (all time to May 2023):
• 29.1% acceptance rate (accepted LinkedIn connections / total sent via Waalaxy).
• 97 answered messages (10.3%).
What’s particularly excellent about Waalaxy is the email enrichment which provides a business email for prospects meaning R&B can import that to HubSpot via Waalaxy’s ‘CRM Sync’ (using a Zapier webhook) along with other business details.
On HubSpot from December 2022 to May 2023.
Email metrics:
• 96.19% delivered rate.
• 32.46% open rate.
• 10.06% click rate.
• 31% click-through rate.
The client on impact
If we measure success on just the two key requirements (all data in once place, and a single customer view) then that’s achieved; to realise these necessities here’s the client’s feedback on how Branue aided them (see below).
“Keep us on track.”
“Pushed us to think about how we talk to our potential clients and how we find potential clients.”
“Shown us how to link […] this technology together to enable it to work in the most effective way.”
See the full video case study here: https://www.branue.com/rothschildbickers
Here’s the of number contacts (prospects, customers and promoters), companies and deals unified in HubSpot up to the week commencing Monday 5th June 2023:
• 6,891 contacts.
• 3,414 companies.
• 1,181 deals.
Visit https://app.hubspot.com/ecosystem/4455271/marketplace/solutions/branue to see R&B’s five-stars review of Branue on the HubSpot Solutions Partners’ ecosystem.
HubSpot Sales utilised.
Much of R&B’s use of HubSpot is through the Marketing Hub Product yet they’ve taken onboard the benefits of other Products too, in particular Sales.
Sales utilisation in the short-term has meant turning to HubSpot’s App Marketplace for integration of Xero (via 'Xero Built by HubSpot’ app) and Shopify (via 'Shopify Built by HubSpot' app). With Xero and Shopify connected and automatically syncing data one/two ways existing business operations are reflected in HubSpot and these provide the client with a basis to see how long-term adoption of HubSpot will look; using Sales as well as other HubSpot Products.
Sales integrations:
• Shopify orders to HubSpot deals (pipeline), (sync existing deals when they're updated and new ones when they're created).
• Xero contacts, invoices and products to HubSpot.
Zapier.
To enable integrations to complete certain tasks R&B turned to Zapier where functionality was not available through HubSpot’s Starter Products, below is an example of using Zapier to send new Xero sales invoices to HubSpot deals using path options.
Then if routing via A.
If routing via B.