They are professional and easy to work with, very responsive to questions and made the project run really smoothly.
We recently engaged with ProperExpression to migrate our CRM and Marketing Automation to HubSpot. This was a fairly complicated project, involving many years’ worth of data from disparate sources, incomplete data, and complicated workflow processes on our previous CRM. The team at PE really took the time to understand our needs, provide guidance on the best solutions, and implement them in a way that made sense for our business.
- Meredith Bagdazian, Vice President of Marketing
- Meredith Bagdazian, Vice President of Marketing
Limited by Manual Marketing & Sales Processes
With few established processes and automations in the CRM, the Marketing and Sales team could not make processes scalable or repeatable.
Clumsy and Disconnected Tech Stack
The existing tech stack consisted of several platforms that did not integrate, creating limitations in PX’s ability to track KPIs and accurately report on revenue.
Limited Visibility into the Pipeline
With limited visibility into the Marketing and Sales pipelines, the Sales team could not convert sales- ready leads into customers.
Migration to HubSpot Marketing and Sales Enterprise
ProperExpression cleaned and migrated the existing Zoho database of over 10k records to HubSpot. During migration, ProperExpression created custom properties, assigned proper lifecycle stages, implemented lead scoring, and developed relevant reports and dashboards to monitor the sales funnel accurately.
Implementation of Powerful Automation & CRM Best Practices
The ProperExpression team created full funnel automation to ensure leads moved through the funnel accurately and efficiently. With powerful workflows to route the right leads to the PX Sales team at the right time, the database was set up to drive increased revenue.
In-Depth Training for Marketing & Sales Alignment
Along with extensive documentation of processes, ProperExpression conducted live trainings with the Marketing and Sales teams on creating marketing materials, following up on Sales leads, opening and working deals in the Sales Hub, using playbooks and sequences and more.
Faulty Google Ads Campaign Implementation
Existing Google Ads campaigns were not implemented to follow best practices. Keywords weren’t being used in ad copy, negative keywords were not present, and more.
Expensive CPL for Low-Value Leads
The cost per lead averaged between $275-300 per month, and the leads being generated from ads were not quality leads for PX.
Negative Return on Investment
Due to the poor quality leads being driven in large volume from the Google Ads campaigns, PX was not seeing a positive return on their ad spend.
In-Depth Keyword Research
for Campaign Targeting
Prior to making any changes to the ads or account, ProperExpression conducted in-depth keyword research to truly understand the marketplace, the competition, and the ICP’s needs. Based on the research, ProperExpression could target keywords with the most relevance to PX’s service offerings and keywords that demonstrated high buying intent.
Implementation of Proven
Google Ads Best Practices
ProperExpression paused all old campaigns and started fresh with campaigns optimized for conversions. The team implemented account-wide and campaign-level negative keywords, followed the SKAG structure for ads, and wrote powerful, relevant ad copy. ProperExpression also implemented a remarketing campaign.
Creation of Opitmized HubSpot Landing Pages
The ProperExpression team designed a brand new landing page that incorporated trust signals such as client logos, testimonials and more. In addition to design, ProperExpression wrote new copy for every campaign and used dynamic text replacement for the landing page headlines to boost conversion rates.
