celerity

the client

the challenge

• Initially Celerity approached Sherpa to redesign and build their new website on HubSpot and provide them with a full end-to-end CRM and marketing solution. The relationship developed further as Celerity was given the opportunity to work with Sherpa through Tech Data on a demand generation campaign for Microsoft Azure.
• Celerity wanted a platform that could run an end-to-end solution taking cold leads aiding the nurture through to SQLs from which the sales team would be able to take on the leads further
• Their website wasn’t giving them the forerunner image they were after and felt very dated in design and content, therefore a rebuild was required
• The platform had to be integrated with the sales team
• A CRM system migration was required
• Wanting to create demand amongst their contacts through end-to-end campaigns that could be further nurtured via marketing automation

the build solution

• A 3 month website design and build, as well as the set up of the HubSpot Marketing Platform
• Importing of existing data from previous CRM platform
• Copy writing and creation of new website
• Creation of on brand bespoke email, landing page, thank you page and blog templates that could be used for future marketing
• Connecting social accounts to HubSpot to allow bulk uploading and greater conversion tracking
• Creation of the Celerity blog through HubSpot
  Working closely with Celerity in the creation of three buyer personas, by understanding who their ideal customers and target audience for Celerity are
• All data provided by Celerity was then mapped to include a Buyer Persona against each contact record, this in turn meant that future campaigns could be targeted and relevant for the contacts.
• Lead nurturing workflows were also created to encourage contacts further along the buyer journey dependent on what they had previously interacted with and their buyer persona

the campaign solution

• A 2 month campaign
• Using the HubSpot marketing platform, as well as Facebook to serve sponsored content
• One co-branded asset was created to serve contacts information relating to Microsoft Azure
• Creation of bespoke emails, landing pages and thank you pages, tailored towards the target audience of Celerity with copy
• Paid conversion campaigns through Facebook with the objective to profile a similar audience using the industries and job titles we were already targeting through the data provided by Celerity
• Creation of three buyer personas, after gaining an understanding of Celerity's target audience and ideal client base
• These were further shaped through the duration of the campaign with targeted messaging