BEE Midtown

A Business Improvement District for the epicentre of London

DELIVERABLES Transition from Salesforce to Hubspot with a complete overhaul of CRM and marketing automation. Customisation of Hubspot to match unique requirements of Midtown BID.

SKILLS NEEDED

Sales & Marketing Operations, Data management, Advanced Hubspot, Project Management,

DURATION An initial 3wk setup project followed by ongoing Hubspot support on a monthly retainer.

CLIENT

Midtown BID
London, UK

www.bee-midtown.com

Midtown BID leads economic development and profile building in Midtown for businesses by being their collective voice and offering a range of services and solutions for hyper-local inner-city issues.

Midtown is home to global household brands making history in London. These include Grange Hotels, Google, ITV, Le Cordon Bleu, LinkedIn, Mediacom, Mishcon de Reya, Publicis, Sodexo, Unilever, Warner Brothers and Zaha Hadid.

Midtown BID is here to represent their collective interests, alongside the 400 other business members in their district.

The Project

Midtown BID has a very unique business model. As a Business Improvement District (BID) their revenue comes from c.400 member companies who pay an annual contribution based on rateable levy. Midtown BID's ability to maintain their outstanding track record of delivering tangible value and improvement for their member companies is directly dependent on the quality of communication with and on behalf of those companies.

The challenge in this project was to clearly map out all data requirements and implement a Hubspot CRM setup that fit their unique business model and marketing campaign requirements.

Over time their contact database had become bloated with duplicates and outdated data and there were numerous long-standing issues with syncing data between Salesforce and the rest of the tech stack. My remit was to completely overhaul the CRM and marketing automation platform.

PROJECT HIGHLIGHTS:

Hubspot setup and optimisation (Marketing Hub Pro and Sales CRM Pro) to match Midtown BID's unique customer journey
Persona definition & implementation of target personas in CRM
Custom field mapping and setup
Workflows and automations
Salesforce export (and shutdown) - data cleansing and manipulation prior to import into a clean Hubspot instance
Attribution dashboard & reporting
Engagement scoring
Documentation of processes, lead flows and best practices in a sales and marketing Wiki
Ongoing data enrichment and ad hoc support for all things Hubspot

"Through Jonno and Growth London I have truly discovered the awesome abilities of HubSpot. Not only was Jonno able to rapidly understand and absorb our business, communications and intel requirements, he itemised and planned out a methodical recommendation, implementation and KPI process that was truly incredible - delivered on time and on budget. As far as HubSpot knowledge and abilities go... this guy is a GENIUS."

Jonathan Davis CCO, Midtown BID

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