To solve this problem, Marketing Essentials put in place a sales enablement strategy. We analyzed how the existing sales process was conducted and then compared that to the existing buyer’s journey that was already being used for the inbound digital marketing program. Opportunities were identified to streamline how leads were being managed, including repurposing existing content that sales could use to nurture a lead. Next, the old CRM was evaluated for data assets, HubSpot CRM was customized to match the sales process and existing lead data was imported into the system. Coaching was provided to the Executive Director and her support staff so they could easily manage the leads.
Sugar Hill went from occupancy challenge to a wait list. By mapping out a formal sales process, the Executive Director was able to efficiently and effectively manage leads. She trusted automated email campaigns in HubSpot to nurture leads who she had met with but weren’t ready to commit, which freed up her time to work on closing immediate leads. By having one seamless automated marketing and CRM system, lead conversion data was real time and accurate. She now has a handle on where her leads are in the pipeline. Immediately after implementation and execution of the new sales process and system, the Executive Director was able to identify a number of sales conversions directly correlated to their inbound marketing program and more accurately show ROI. And most importantly, she moved from occupancy challenged to creating a waiting list.
“During the past number of years, Sugar Hill Retirement Community has been fortunate to have Marketing Essentials as our digital marketing partner. We needed to align our marketing and sales process, including a new CRM, and Patty and her team of experts guided us through the entire process. As a result, new opportunities were discovered to improve our productivity, sales management and increased quality leads. In our opinion, it has been the knowledge and creativity of the Marketing Essentials team that has resulted in such impressive results. Patty and her team are ridiculously efficient on all levels. I am so fortunate to have them in our corner.” — Pam Bigwood, Executive Director, Sugar Hill Retirement Community