30% Increase in Pipeline
John Selvinraj
Lead Generator
Operations Manager
Operations Lead
HubSpot
Salesforce
Zapier
Scoop Solar
Scoop is a cloud software solution for solar project management, sales/operations, data management, and workflow automation. Solar installation, solar O&M, and wind farm maintenance companies use Scoop.
Location: Vancouver, Canada
Industry: SaaS
Challenges
The Director of Marketing, Freda Lau, was assigned to discover a new marketing channel to generate a constant pipeline and revenue.
Despite the successful implementation of event marketing via email outbound, the Director faced the daunting task of managing the manual workload required to scale the channel effectively.
The current workload involves maintaining the HubSpot database, segmenting the audience based on their respective buyer personas, setting up multi-step campaigns, ensuring high email deliverability rates, and consistently reporting on campaign performance.
The Director acknowledged that the amount of manual work required to achieve this is high, preventing her from dedicating ample time and attention to the overall marketing strategy.
Strategy
As part of our efforts to optimize our email marketing campaigns, we recognized that increasing our email deliverability rate was crucial. To achieve this, we took a number of key steps.
Firstly, utilized an email warmup tool to improve our domain reputation. Also took steps to remove our domain from any spam listings to ensure our emails were not being blocked or filtered out by email providers.
To further enhance the campaigns, developed a Standard Operating Procedure (SOP) to guide our approach to multi-step campaigns. This included segmenting our contacts in Hubspot based on their buyer persona, allowing us to tailor our messages to specific segments and improve engagement rates.
Streamlined the processes by eliminating manual tasks and implementing workflows and automation wherever possible. This not only increased efficiency but also reduced the risk of errors and ensured consistency across our campaigns.
Finally, created reports and dashboards on Databox to provide real-time visibility into campaign performance. This allowed us to identify areas for improvement and make data-driven decisions to further optimize our email marketing campaigns.
Outcomes
30% increase in Pipeline
80% increase in Email Deliverability
45% reduction in Manual Tasks
90% reduction in Campaign Launches
Before working with John, I was spending way too much time on manual tasks, and it felt like I could never catch up. But he came to the rescue and showed me how to optimize my workflows and automate tasks, so I can focus on other aspects of marketing. Now, my marketing campaigns are running like a well-oiled machine, and I can see the results in the detailed reporting that he has provided.
Freda Lau - Director of Marketing, Scoop Solar
