When I was brought on Sales were happening, but the results from the messaging were mixed. Sometimes it would connect with customer and sometimes it would land flat.

I started by segmenting the client's customers into unique buyer personas. I then added a mandatory self-select on the site's contact form to feed into the HubSpot contact data.

In this way three things were possible:

1. Sales knew contact type they were talking to beforehand and could be sure to speak to the points they were most interested.

2. Rules could be created to auto-route leads to the sales rep who was most relatable to the potential lead (those with families to our reps who also had families, etc) which greatly increasing the ease of rapport building and closing effectiveness of the reps.

3. We created separate drip campaigns to highlight the most relevant features of the residential cruise to each segment. The campaign to Working Professionals including an early focus on the ship's start of the art business center, and high-speed internet. The campaign to Families, had an early focus on the World Schooling Program.