Chief Executive Women (CEW) is a preeminent organisation for women leaders in Australia. As a member based organisation, their mission is to educate and influence business and government to achieve gender balance.
However, with a growing member base and expanding programs, CEW recognised the need for a more integrated and scalable solution to manage their marketing, sales and customer service operations.Prior to partnering with Now We Collide, CEW was using multiple systems to manage member data, communications, events and program registrations. This approach was leading to inefficiencies and missed opportunities for personalised engagement.
As a certified HubSpot partner we collaborated with CEW from strategic development to tangible outcomes to improve all aspects of their CRM, marketing and membership program.
The CEW website is the cornerstone of the organisation’s digital presence, allowing visitors to explore mission, values and initiatives.
It serves as a repository for valuable content, including articles, case studies, and thought leadership. It is the primary touchpoint for both current and prospective members, providing them with the resources, connections, and inspiration they need to thrive as leaders in their respective fields.
We worked with CEW to migrate their old website to HubSpot, also taking the opportunity to optimise content and create a fresh new design which better reflects their current positioning and offering. We also collaborated with the CEW team to develop a password secure Member Hub area where members can update their details, access exclusive content, search and connect with other members and share content through a members forum. Using HubSpot, CEW can now easily update content, add blog pages or website pages, add forms and workflow automation to their website which directly connects to the HubSpot CRM.
Discovery and Planning
We began by conducting a thorough discovery process to understand CEW's unique needs
- Analysis of CEW pre-existing CRM processes to develop a customised HubSpot strategy aligned with CEW’s unique goals and requirements.
- Defining success metrics for the HubSpot migration.
- Identify areas where HubSpot can be leveraged to improve efficiency and effectiveness
Streamlined data management
By migrating their member data to HubSpot, CEW has been able to consolidate their membership and contact records. Using a combination of manual and automated techniques, Now We Collide initiated the data cleansing within HubSpot, addressing identified issues such as duplicate contacts, inconsistent formatting, missing fields, and outdated information.
Efficient program registration
With HubSpot's Marketing Hub, CEW has streamlined its program registration process, making it easier for members to sign up for events and programs. Implementing HubSpot Forms seamlessly into its existing website has enabled CEW to capture valuable data on its leadership program interest and enrolment, informing future program development and forecasting.
Automated lead generation
By setting up various automation tools, email templates, workflows and forms within the HubSpot ecosystem, CEW has been able to automate key marketing tasks such as email campaigns, event promotions, and lead nurturing. This has freed up the marketing team's time to focus on creating high-value content and developing strategic initiatives to support CEW's mission.
Optimised Sales
With the transition to the HubSpot CRM, CEW now has a robust deal pipeline that provides a clear overview of its membership and program sales process. The pipeline allows CEW to track and manage potential members from initial contact to closed deals, which has resulted in improved forecasting, better resource allocation, and increased efficiency in the sales process.
Enhanced insights and agility
HubSpot's reporting and analytics tools have provided CEW with real-time visibility into the performance of its marketing and engagement efforts, enabling data-driven decision-making and continuous optimisation.
As a certified HubSpot agency partner, Now We Collide led the strategy and implementation for CEW's migration to HubSpot.
Data Migration and Integration
Our team developed a comprehensive plan to migrate CEW's member data from Salesforce to HubSpot, ensuring data integrity and minimising disruption to ongoing operations. We also integrated key third-party applications, such as Humanitix for event ticketing and Xero and Docusign for financial management, to create a seamless ecosystem for managing member engagement.
Training and Adoption
To ensure a smooth transition to HubSpot, we provided training and support to CEW's marketing, sales, and customer service teams. This included customised workshops, documentation, and ongoing guidance to help staff leverage the full capabilities of the HubSpot platform.
Ongoing Support
Ongoing technical support and troubleshooting assistance for the CEW team to ensure smooth operation. Regularly review CEW’s HubSpot usage and performance to identify opportunities for optimisation. Providing the latest HubSpot features and best practices and recommendations for further enhancement.
RESULTS
Since migrating to HubSpot, CEW has achieved significant improvements:
Increased member satisfaction and event attendance
Improved team productivity and efficiency
Greater insights for informed decision-making and agility
We are HubSpot Specialists
We are a certified and preferred HubSpot integration partner. With both the technical and creative smarts, we help businesses utilise the full power of HubSpot to manage and grow their business. Contact us to find out how we can help.
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