Integra Works | CRM Architecture & GTM Content Strategy

About the Client

Integra Works is a reverse freelance and fractional work marketplace for telecom, wireless, and network security companies looking for flexible, cost-effective technology solutions and top freelance talent seeking high-quality projects and opportunities. The end-to-end platform offers an alternative to traditional freelance platforms like Upwork and Fiverr to connect a global community of niche expertise and talent with top tech projects in need of milestone-based service fulfillment.

The Challenges

Non-existent Lead Management: The client had a brand new CRM instance (HubSpot) with disorganized lead data and lacked a systematic approach to manage leads effectively in order to scale.

No Marketing-Sales Alignment and Lack of a Supporting Content Strategy: There was no marketing and sales funnel, with a need to create data management processes and automate pass-off while nurturing prospects and leads across the lifecycle through strategic content.

Manual and Time-Consuming Processes: The client's existing CRM processes were manual, time-consuming, and rudimentary.

My job as CRM architect, content strategist, and fractional marketing manager was to prepare the startup for launch by constructing its GTM HubSpot instance and craft compelling messaging across segments.

Goals and Objectives

Scalability and Growth: The client aimed to scale their business from only 2-3 large deals in pipeline to 15-20+ monthly and needed a CRM architecture that could accommodate future growth.

Improved Lead Nurturing: Enhance lead nurturing processes and messaging to convert more leads into customers and accelerate overall sales performance.

Streamlined Sales and Marketing Alignment: The goal was to align sales and marketing efforts seamlessly to improve overall efficiency and revenue generation.

Service Delivery

Customized Lead Management: Designed a lead management system tailored to the client's specific industry and business model.

Integration with Existing Systems: Ensured seamless integration of HubSpot CRM with the client's existing tools and platforms for data consistency, namely Apollo.io for list generation.

Lead Scoring and Segmentation: Developed a lead scoring model and segmentation strategy to personalize marketing efforts and ensure high lead quality.

Automated Email Campaigns: Implemented automated email campaigns to nurture leads at different stages of the sales funnel and improve engagement.

Content Personalization: Utilizing HubSpot's capabilities for content personalization to write targeted and relevant content hosted within HubSpot's CMS.

User Training and Adoption: Created process transparency to ensure smooth adoption of the new CRM architecture across the early-stage organization.

Results and Outcomes

Setup for Revenue Growth: CRM implementation resulted in positive feedback from C-Suite (CBO & CEO) at the end of 30 days regarding new ROI potential for the client.

Advanced Content Strategy: A thorough foundation for content was laid across 3 audience segments with 3 corresponding landing pages, 6 email campaigns (cold and warm), a blog listing page and an initial blog article, along with a prospect survey for collecting feedback from potential customers. Established the infrastructure within HubSpot for future content that covers more niche stages of the buyer's journey.

An Organized Buyer Journey Process: Lifecycle and Lead Management processes were in place within the first month for the client to optimize and refine as processes scaled.