XPON is an Australia-based cloud and marketing technology company that helps businesses understand customer data better. As a certified GMP and Premium Google Cloud partner, the company deploys its technology and expertise across ad tech, martech, and digital experience to help customers, colleagues, partners, and communities unlock exponential growth.
To generate registrations and attendees for XPON’S Google Cloud Hybrid Event “Beyond the cookie: How to enhance marketing insights with first-party data” through consistent and engaging outreach marketing methodology. This one-of-a-kind event was conducted in Google Sydney’s office along with a virtual hosting done on Google Meet for attendees from Australia [outside of Sydney] and New Zealand.
In tune with the latest developments in marketing, XPON wished to conduct a Hybrid event on how third-party cookies have been deprecated in recent times to be replaced by first-party data sources that activate data-driven marketing campaigns and accurately measure performance.
To ensure their Google Cloud Hybrid Event garners the right traction, XPON approached the Smarketers’ team to undertake marketing activities on the brand’s behalf and generate registrations and attendees both within and outside Sydney.
The company's biggest challenge was unforeseen circumstances leading to a delay in the event date, causing last-minute dropouts. The sudden reduction in the number of attendees, specifically for the in-person event in Google’s Sydney office, derailed XPON’s fervor.
Since Smarketers had been working on the lead generation campaign for a long time, it didn’t take long for the team to revamp the entire ad campaign, including updating event links, informing attendees, and changing the event’s landing page information. The Smarketers team successfully got 60+ MQLs for the event.
To generate registrations and attendees for XPON’S Google Cloud Hybrid Event “Beyond the cookie: How to enhance marketing insights with first-party data” through consistent and engaging outreach marketing methodology. This one-of-a-kind event was conducted in Google Sydney’s office along with a virtual hosting done on Gmeet for the attendees coming from Australia [outside of Sydney] and NewZealand.
In tune with the latest developments in the field of marketing, XPON wished to conduct a Hybrid event on how third-party cookies have been deprecated in recent times to be replaced by first-party data sources that activate data-driven marketing campaigns and accurately measure performance.
To ensure their Google Cloud Hybrid Event garners the right interest, XPON approached the Smarketers’ team to undertake marketing activities on the brand’s behalf and generate registrations and attendees within and outside Sydney.
The company's biggest challenge was unforeseen circumstances leading to a delay in the event date, causing last-minute dropouts. The sudden reduction in the number of attendees, specifically for the in-person event in Google’s Sydney office, derailed XPON’s fervor.
Since Smarketers had been working on the lead generation campaign for a long time, it didn’t take long for the team of experts to revamp the entire ad campaign, including updating event links, informing attendees, and changing the event’s landing page information. Through dampened enthusiasm, the Smarketers still managed to get 60+ MQLs for the event.
We built a comprehensive marketing outreach strategy consisting of several lead-generation activities, including
We built a comprehensive marketing outreach strategy consisting of several lead-generation activities, including -
Our team hand-held the entire event, continuously monitoring and solving any technical glitches, collecting audience questions, and ensuring all attendees have a seamless experience.
The Smarketers team did not limit their efforts only to the event. For people who registered and attended the event, our team sent out two post-event emails: an email showcasing gratitude for showing up and participating in the event and a webinar recording link for future perusal.
Further, we leveled up the game by nurturing non-attendees with an on-demand video strategy. For people who registered but could not attend the event or potential leads who did not engage at all, we sent out an on-demand video, encouraging them to look at the video to understand the evolving challenges of data privacy and implementing a first-party data strategy.
Ekincare started as a medical records platform to standardize India’s healthcare ecosystem using AI and deep analytics. Today, it is a successful enterprise-ready health benefits provider in the B2B space, offering services like pharmacy, telemedicine, fitness, and mental health.
The client’s primary objective was to consolidate all data into one platform for improved accessibility and in-depth analysis. Though they had a dedicated internal team for HubSpot implementation, they lacked the expertise and know-how for effective implementation..
So, they needed an expert partner who could understand the nuances of their marketing and sales processes, translate that into HubSpot workflows, and train their team throughout the implementation journey. Additionally, we built a custom integration with their mobile app analytics tool – MoEngage.
Our HubSpot Marketing and Sales Hub Enterprise Implementation services included –
Our HubSpot Marketing and Sales Hub Enterprise Implementation services included –
We sat with the client team to understand their requirements. Accordingly, we made actionable recommendations for an implementation plan.
Since HubSpot has a host of advanced capabilities, we trained their internal team for optimal utilization of HubSpot’s marketing and sales hubs.
Post the training, we conducted an implementation audit to monitor our strategy’s progress and success metric. It helped both teams assess the marketing and sales performance pre- and post-HubSpot implementation.
Marketing Foundation + Migration from Leadsquared and Pipedrive
Set up all aspects of HubSpot, spanning across migration from Leadsquared and Pipedrive. We created migrate forms, HubSpot lists, automation emails, and newsletter emails, along with other necessary automation functions for lead capturing, conversion, and content, engagement.
For Sales Hub implementation, we created target account lists & contact lists, added contact owners, configured the lead & account scoring metrics, and defined the lifecycle stage customization. Then we onboarded all team users (invite, permissions, and resources) and set up custom functionalities for the client’s CRM processes. We also created the baseline reporting and review setup along with standard sales automation.
We executed the necessary steps for seamless integration, such as installing HubSpot tracking code, filtering internal traffic, and configuring marketing email account settings, email-sending domain, and primary domain. We integrated the client’s social and ad accounts (LinkedIn, Facebook, Twitter, LinkedIn Ads, and AdRoll), Salesforce CRM and sales, productivity, webinar tools & meeting calendars. After migrating all content assets to HubSpot, the team provided an overview of the custom sales process in HubSpot.
For enhanced automation and reporting capabilities, we added contact owners, created follow-up workflows for gated assets, designed the lead scoring setup, configured reports and dashboards on a requirement-based model, and defined the lifecycle stage customizations and CTAs for the site. We dedicated three hours to give the client’s team a comprehensive walkthrough of the platform and its capabilities.
A leading Fortune 500 company operating in the space of finance, tax, legal, and trade technology. They had erstwhile used traditional approaches, including meetups, events, and digital mass campaigns to grow their pipeline. But this drained their budget and delivered little success.
The client was facing stagnancy in their sales pipeline with the erstwhile marketing approach and wanted to shift to a predominantly digital approach to reach out to target accounts, establish thought leadership and drive opportunities.
Optimize the existing website, improve SEO, drive inbound leads. In addition to inbound, drive targeted 1:few ABM programs to generate leads from target industries.
Other non-measurable metrics that were impacted: Interest from Influencers and Decision-makers of new accounts, Brand awareness & Thought leadership.
Other non-measurable metrics that were impacted: Interest from Influencers and Decision-makers of new accounts, Brand awareness & Thought leadership.
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