Edinburgh Connections: Streamlining Membership Management and Enhancing Engagement

The Challenge

Edinburgh Connections, a business networking club for SMEs, was struggling to manage their database of members and non-members effectively. They needed a system to track member interactions with events and content to better understand engagement levels. Additionally, ensuring that existing members would renew their memberships was a critical objective to sustain their growth.

The Solution

Edinburgh Connections decided to implement HubSpot Sales & Marketing Professional to address these challenges. They introduced a Lead Scoring System to assign positive and negative attributes to member activities, such as event attendance and social media interactions. This system notified sales reps about disengaged members, prompting re-engagement strategies. A renewal deal pipeline stage was also created to automate actions for membership renewals on an annual basis. Colin McKeand, Co-owner of Edinburgh Connections, said, 'HubSpot helped us to organise our database of members and increase their engagement, leading to a much improved renewal rate.' The team also developed marketing assets, including newsletter landing pages and integrations with third-party providers, to secure more leads.

The Results

After implementing HubSpot, Edinburgh Connections saw remarkable results. The club experienced a 35% year-on-year growth in membership signups, with 95% of members renewing their memberships annually. Additionally, there was a 40% increase in leads. These improvements not only streamlined their membership management but also significantly boosted their engagement and revenue.