Having undertaken an internal assessment of TUI’s e-marketing strategy, this travel company, specializing in air travel, found that existing programs were inadequate in delivering expectations. A substantial hurdle was that multiple divisions of the business were using different platforms for delivering online marketing. This created duplicates, inefficiencies and lack of collaboration. Ultimately, these disparate platforms were costing leads and thus sales. Another weakness was that TUI’s websites and general online marketing attempts were not generating enough sales growth.
TUI were also relying solely on an existing database of clients for online marketing campaigns. This meant that insufficient leads were being generating and nurturing of existing customers was poor. TUI’s required a new platform and their requirements were:
TUI’s new COS platform in HubSpot ensured a state of the art content management system to be put in place which:
HubSpot provided a full marketing platform for this travel company. It would meet TUI’s entire e-marketing needs. TUI could move beyond just using email, and implemented a complete inbound marketing strategy. As one of the key marketing areas, social media traffic was increased by over 170%. HubSpot was so effective at organizing data, a huge improvement in up-selling was experienced almost immediately.
TUI were delighted to announce that in the first year, they experienced:
We experienced increased traffic and leads from inbound strategies using HubSpot’s Tools.
The process flow was so organized that upselling was almost automatic.
“Social Media was no longer seen as such a challenge”
What then, is the solution for achieving our integrated B2B sales and marketing goals?
Salesforce Sales and Marketing Integration Roadmap.
Thousands of companies in the US alone have subscribed to the services of Salesforce and a marketing platform. Perhaps they have even begun to integrate the two using an “out-of-the-box” integration solution. Unfortunately, current solutions only “map and sync” data between the two platforms. This alone won’t suffice-- an expert level approach is often now necessary to ensure proper implementation every step of the way.
We must define and develop a methodology that provides an infrastructure to streamline both platforms to their full capacity. As such, teams can focus on the most important goal-- identifying the best opportunities that lead to conversion to revenue. As such, an enhanced roadmap would allow marketing teams to more comprehensively partner with sales teams, so that sales may improve on to maximize growth.