Shifting Focus to Data and Team Alignment
Studytube was founded in 2010 as a solution to help organizations realize the full potential of their workforce simplifying the end-to-end learning process. Their SaaS learning platform allows clients to manage corporate Learning & Development (L&D) operations in one cloud-based system. The system includes a Learning Management System, Online Academy, Training Library, Authoring Tool, and Digital Training Assistant. Organizations adopting Studytube can track their L&D goals on all levels of the company in one single system of record, provide employees with a broad offer for professional development, including company-specific and third party content, managing the full procurement to pay process of external training through the platform.
“We have had HubSpot for as long as I can remember, but being a small team, we tended to focus on the website, point activities and isolated assets and put all our efforts into making them impactful in their own right,” said Kees Henniphof, CMO of Studytube.
“The main challenge with point activities is that you lack oversight on both the campaign and the account level. You may understand which activities and assets perform well, and you develop strong intuitions about the industries and personas you attract and serve better than others, but you simply lack the data to turn those intuitions into bold growth strategies. It's just lots of blood, sweat, tears, and opinions, but as an operating model, it’s impossible to scale.”
Account-Based Marketing to Drive Strategic Growth
Studytube decided to start adopting HubSpot’s ABM software to give them a better grasp on their marketing and sales strategy and focus.
“When we decided as an executive team that it was time to focus on certain industries and target accounts within those industries, I realised I had to come up with the marketing technology foundation to get us there. We already used HubSpot, and decided to start adopting the campaigns tool and ABM features for our vertical and account-based strategies to give us a much tighter grip on our spend and marketing and sales focus,” explained Kees.
In a few months, Kees developed a straightforward one-to-many approach for vertical marketing and sales, and within that approach, a one-to-few ABM program. The Studytube team follows a series of seven steps to execute program cycles for major verticals.
1. Marketing and sales work together to set clear objectives.
2. Create a list of target verticals and accounts, which they clean and augment at the start of each new cycle.
3. Populate HubSpot’s ABM contact and company properties, including buying role and individual customer profile tier.
4. Run a marketing program with personalized email outreach and industry landing page for target accounts.
5. HubSpot scoring serves up engaged prospects from the target industry and accounts for follow-up by the Sales Development Representatives and Accounts Executives.
6. Track account engagement and deal value in the ABM dashboard.
7. Manage campaign spend and performance in Marketing Hub.
HubSpot helped Studytube Align Teams and Prepare for Strategic Growth
“Marketing and sales alignment is the key success factor for any ABM investment to be effective. If you have that in place, adopting the ABM tools in HubSpot is an easy and straightforward way to start tracking progress and impact of the cross-functional efforts,” said Kees.
The quality of Studytube’s data improved as the team moved from point activity to more sequenced account-based demand generation across touchpoints. They established objectives and KPI’s, and now have a templated approach that can be applied to more verticals and target accounts as they go.
“While it’s too early to identify quantitative outcomes, the ABM approach is driving a new level of alignment between marketing and sales,” said Kees. “We received good guidance from HubSpot on adopting the ABM module, and best practices to keep it (and our integrations) up and running - and continuously improving over time. Now, we have a clear line of sight to more targeted approaches like one-to-few and one-to-one marketing and sales.”
“From a planning and alignment point-of-view, HubSpot has allowed us to underpin our team alignment with a data and insights infrastructure that helps us to track our progress and report out to the board and the wider organization. I expect that we will be able to report a proper revenue impact before the end of the year,” said Kees.