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With the expertise of HubSpot Platinum Partner Beans United, RE/MAX Romania applied the inbound methodology for customer acquisition and implemented HubSpot as their marketing platform. By utilizing personalized tactics throughout the buyer’s journey, RE/MAX Romania increased lead generation and website traffic while facilitating better Sales and Marketing alignment.
Inbound Lead Generation Campaigns
To achieve a key goal of attracting potential investors for the RE/MAX franchise, multiple inbound marketing campaigns were developed focussed on key pain points of their buyer personas. They created downloadable premium content assets (eBooks, videos, and market research studies), targeted at different stages of the sales funnel, and promoted them among specific audiences via paid advertising campaigns.
Prospects landed on the campaign landing pages created in HubSpot, and clicked on specific Call-to-Actions (CTAs) to download the premium content offered at the Awareness stage.
Leads were then targeted via remarketing advertisements with a "bottom of the funnel" offer focused on conversion. Prospects were also enrolled in the dedicated lead nurturing flows created using HubSpot workflows leading them to the Consideration/Close stage.
Qualifying and Converting Leads via Sales and Marketing Alignment
To attract the right leads and convert them into customers, collaboration between the Marketing and Sales teams is fundamental to success. This is achieved by aligning processes of both departments by using HubSpot leading to 100% user adoption via the following:
- “Always Be Helping” (ABH) approach - custom HubSpot Partner Onboarding experience
- Inbound Marketing and Sales enablement
- Seamless, automated transitions
- Consistent, personalized messages
- Timely engagement
The sales and marketing teams could access the data they were interested in from a single platform. Leads we attracted via inbound marketing campaigns assigned to specific deal owners by using hidden fields and custom properties in HubSpot forms.
Moving qualified leads from Marketing to Sales is achieved via HubSpot workflows and internal notifications. Whenever a Marketing lead was sent to their Sales CRM, the sales person is notified and has access to all the Marketing activity information needed for a comprehensive Sales process.
Reports are generated via data obtained from the website, campaign landing pages and social media.
Ecaterina Roșca, Chief Marketing Officer, RE/MAX ROMANIA
"The partnership with HubSpot and Beans United was the best choice for the development and implementation of RE/MAX Romania’s online marketing strategy. We have collaborated with HubSpot and Beans United for 6 years and I would highly recommend it to any company who wants to achieve outstanding results.’’
The RE/MAX Romania partnership is a true success story made possible by HubSpot, Beans United and the shared efforts of the Sales and Marketing teams involved in this transition.
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