Edinburgh Connections is a business networking club in Scotland offering online and F2F networking events for SMEs
Edinburgh Connections (EC) relies on B2B contacts. The goal with the Client was twofold: 1, manage a database of members & non-members and 2, increase new membership signups.
Challange
The main challenge was to organise the database well and understand how contacts are interacting with content and events. In addition, we wanted to make sure that existing members will renew their membership.
Solution
We introduced a Lead Scoring System by assigning positive and negative attributes to track member engagement (attendance at events, no-shows [booking but not attending], interaction on EC social media, etc.) If the score is low, it notifies sales reps that certain members are not well engaged. We used a workflow to notify the sales rep via text message as well as another to send dedicated content to the members to reengage with the organisation.
We also created a renewal deal pipeline stage for each member that automatically triggers actions for sales reps on a recurring annual basis. This allows the Edinburgh Connections sales and marketing team to work more efficiently.
Saving Time and Increasing Leads
For a small investment of our time, Edinburgh Connections will save countless hours going forward on marketing administrative tasks.
We created marketing assets for our Client to secure more leads, including newsletter landing pages, integration with third-party cart provider to collect payments and update records via status list integration as well as a popup and chat flow integration with the Client’s WordPress website.
Co-owner of Edinburgh Connections Colin McKeand said: “HubSpot helped us to organise our database of members and increase their engagement, leading to a much improved renewal rate.”
Result
Driving Revenue and Retaining Members
- Industry: Professional Service
- HubSpot Licence used: Sales & Marketing Professional
- Integration implemented with HubSpot: Survey Kiwi, Eventbrite, Zoom
- Number of developed workflows: 20
- 35% growth year-on-year in membership signups
- 95% of members renewed membership every year
- 40% increase in leads
