Barnes International

Introduction

Barnes International, a prestigious real-estate agency, asked turnK to assess its needs and support the selection of a marketing automation platform.

This assignment ran alongside the redesign of the company website and the creation of Barnes Data, its internal data lake, with the aim of improving marketing strategy and operational efficiency.

Objectives

Analyze marketing strategy requirements:

• Review marketing personas.
• Analyze the Barnes Data data model.

Recommend a marketing automation platform:

• Select the relevant marketing personas.
• Identify specific requirements.
• Recommend a suitable platform and a synchronization architecture with Barnes Data.

Optimize marketing automation flows:

• Define and implement effective workflows.
• Centralize marketing processes to improve operational efficiency.

Challenges

• Multiple tools used for manual marketing activities.
• No effective connection between HubSpot CRM and the other platforms.
• Maintaining consistent data across different systems.
• Managing a database of 450,000 contacts split between Brevo and Excel files.
• Redefining personas for more effective segmentation.
• Merging selected personas and incorporating others as statuses in the marketing platform.

Solutions

• Implementation of a customized HubSpot CRM.
• Connection to a central data lake through Make to ensure data consistency.
• Definition and optimization of marketing automation flows to improve operational efficiency.
• Creation and configuration of a web-tracking plan to improve the monitoring of interactions and campaigns.
• Identification and consolidation of personas for more accurate segmentation.
• Synchronization of contact properties across databases for unified management.
• Centralization of advertising and social-media campaigns for a consistent approach.
• Workshops and training sessions for the teams.