Scrunch
are delivering tailored influencer marketing solutions that elevate the partnership between brands and bloggers. The Scrunch platform takes the guesswork out of collaborations and guarantees maximum ROI for brands, agencies and influencers by using data-driven insights to make marketing magic.
Scrunch needed a hand getting more insight into how to get the most bang from their buck with their HubSpot Investment, and how they could make their prospect journey just that little bit clearer. As a SaaS business, with a product-led strategy, they needed to have meaningful data and reporting at their fingertips.
More importantly, they were needing a streamlined approach to their inbound strategy to result in the maximum conversion of leads into customers. With a never-ending list of tech, Scrunch were keen to review and consolidate tools where possible to ideally capitalise on leveraging HubSpot as their primary tool.
You&Co helped Scrunch clearly define their process of converting leads into customers, through auditing and configuring Scrunch’s HubSpot, alongside a sleek tailored inbound strategy. Here’s how we got it done 😎
The first step was to tear down the sign up process to evaluate how data was entering HubSpot, and from there, how that data was being labelled and segmented in HubSpot.
Y&C identified that, although Scrunch had created a system which worked, it was inherently limiting their ability to not only report via HubSpot, but to effectively nurture prospects into customers.
Y&C recommended updating how Scrunch approaches their lifecycle stages whilst also re-tuning their data flow from the Scrunch platform into HubSpot.
The sign-up process was analysed step by step and dissected so any information gathered is now HubSpot’s to digest. By utilising the HubSpot Events API, Scrunch can measure their sign up performance and drop off rates allowing them to place non-completions into a specific nurture. Beyond that, the stronger profiling allows for more meaningful segmentation of prospects.
Now, a lead is given the chance to graduate through a meaningful, natural journey that, most importantly, is akin to their readiness to engage with sales or better yet purchase Scrunch.
Scrunch were previously using the deal board as a way to rally around leads and MQLs - which was close, but no cigar when it came to optimising the lifecycle stages effectively.
Their deal board is now reserved for more reliable revenue or prospects, in turn, boosting forecasting accuracy. Woohoo!
Alongside leveraging HubSpot to its optimal usage, the sales & marketing teams now have clearer, more reliable KPIs to work towards each month. Woohoo!
With this in mind, workflows or nurtures now function from smart lists which prospects can progress through freely and inline with their behaviours and action - both on front-end marketing assets and as they move deeper into the product and their adoption phase.
HubSpot Audit & Configuration
Inbound Strategy
Customer Journey Mapping
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