LEAD GENERATION & SALESFORCE INTEGRATION FOR A LEADING E-LEARNING PLATFORM

THE PROJECT

We worked with a client called Kallidus, a HR platform that provides a range of digital services to help companies with training, learning and recruitment. We were asked to help them align all of their data which was spread across a number of different legacy systems, create a clear marketing and sales process for inbound leads and put in place a strategy to capture these leads and nurture them into the sales process.

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THE INTEGRATION

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The first stage of the process was to integrate HubSpot and Salesforce effectively, as well as other sales tools that were used as part of business development. We started by mapping out all of their internal sales and marketing processes and lead criteria. This was important as it allowed us to distinguish between marketing leads, which would continue to be owned by the marketing team and remain in HubSpot, and their sales leads, which would be owned by the sales team and be ported across to Salesforce.

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Once mapping was complete, we put in place a two-way integration between all platforms, ensuring that all marketing and sales systems were aligned and were passing information across at the right time.

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THE STRATEGY

Once the integration was in place, we could create a content strategy that pushed leads through product and persona-specific workflows. These workflows were promoted by blog content and website calls to action using HubSpot forms. Organic traffic could then be pushed into relevant workflows, where they received relevant nurture content until they were deemed sales qualified.
 

THE RESULTS

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As well as providing an integrated set of platforms that were consistent across sales and marketing, our lead generation activity succeeded in capturing organic leads across the website, leading to an increase in marketing qualified and sales qualified leads.