Challenges of marketing to legacy tech users
We could easily define SAP itself as a challenge, being a legacy ERP and well known across global industries since its inception in the 1970s, but there was much more to this situation than we realized when first meeting our client.
They were struggling to find technical content writers and marketing funnel experts to not only try to make their content readable to anyone working within an SAP business system, but also to understand where these personalities were in the buying cycle or process by creating intent data.
Internal systems were dysfunctional, and teams were constantly having to deal with last-minute deliverables, forcing them to work until the 11th hour as a result of frequent shifts in direction from their C-level executives.
This meant that not only were they an international managed services provider with teams in countries around the world, but that they needed to create material and systems that would support global messaging and marketing practices that reflected the needs of each culture.
Changing the entire data management plan
Deploying a HubSpot expert to evaluate their systems and identify their key areas for improvement, we refreshed their database with clear naming conventions, eliminated old, stale information, properties and contacts, and helped them identify new opportunities to leverage the tool itself to support marketing efforts.
We then began building out a project management process for copy development through Monday.com, identifying new ways for copy to be constructed - allowing them to identify how to find ideal resources to support their copywriting needs.
Existing marketing workflows were refreshed, rewritten and tested to identify prospect engagement - helping the client begin to understand how to create workflows and copy that could identify ways to predict conversion behavior and implement lead scoring.
Working with teams from around the world, we successfully engaged in ways that considered a global, corporate culture and encouraged comradery and organization in order to drive revenue and positive change.
So, what was the bottom line?
Overhauled existing HubSpot CRM/CMS in record time
Completely overhauled their MarOps systems and quickly fixed internal structural, and process errors while implementing best practices
Refined project management systems
Created a new project management system within their existing and preferred technology stack to support creative and internal teams' processes and requirements
Optimized marketing and sales automations
Developed custom journey mapping, workflows, lead scoring and a content strategies for prospective and existing customers of SAP.
Elizabeth leads with confidence and diligence, knows how to tackle tough obstacles and really focused on giving all team members the tools they need to communicate clearly and effectively.
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