Introduction
Barnes International, a prestigious real estate agency, asked us for a study and support mission in choosing a Marketing Automation tool.
This mission comes in parallel with the redesign of the website and the creation of Barnes Data, their internal datalake, aimed at optimizing their marketing strategy and operational efficiency.
The goals
Analysis of marketing strategy needs:
- Review of marketing personas.
- Barnes Data Data Model Analysis.
Recommendation of a Marketing Automation tool:
- Selection of relevant marketing personas.
- Identification of specific needs.
- Proposal of an adapted tool and a synchronization diagram with Barnes Data.
Optimizing marketing automation flows:
- Define and implement effective workflows.
- Centralize marketing processes to improve operational efficiency.
The challenges
- Use of several tools for manual marketing actions.
- Difficulties associated with the lack of a connection between HubSpot CRM and other tools.
- Maintain data consistency across platforms.
- Effectively manage a contact database of 450,000 people divided between Brevo and Excel files.
- Redefine personas for more efficient segmentation.
- Merge some personas and integrate others as statuses in the marketing tool.
The solutions
- Setting up a HubSpot CRM customized.
- Interconnection with a central datalake via 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 optimize the monitoring of interactions and campaigns.
- Identification and fusion of personas for more accurate segmentation.
- Synchronizing contact properties between databases for unified management.
- Centralization of advertising campaigns and social networks for a consistent approach.
- Organization of workshops and training sessions teams.
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