Supporting a 10-year-old Marketing Agency with Over 70 Employees Specializing in SXO, Content Marketing, and Google Ads

Challenge

Our client needed fundamental changes in sales and customer retention, including:

• We are building a new structure for the new business department by merging two teams.
• Internal recruitment of a Head of Sales.
• Creating, implementing, and optimizing processes related to churn, upselling, and harvesting (client retention, upselling, and ongoing work with existing clients).
• Support for department leaders in their goals and during critical moments (e.g., low sales, high churn).
• Implement CRM (Hubspot Sales Hub).

All of these tasks, and more, were entrusted to Casbeg.

What was your need when reaching out to Casbeg? Head of Sales at the Marketing Agency:

The most urgent issues for us were organizing the New Business department and reducing churn. We wanted to generate more subscription-based contracts, deliver expected results to clients, and retain them for as long as possible. Most of all, we wanted to avoid crisis moments when the number of newly acquired clients and client resignations was too high. Casbeg’s support has greatly alleviated these concerns.

Re-engaging Leads

Initially, the agency needed more leads for such a rapidly growing organization. We discovered massive potential in lost deals from the past few quarters, which no one had followed up on after losing the deal.

We segmented these leads, created scoring processes, and selected those worth revisiting. This quickly added significant revenue without any additional marketing costs. From this, we built a regular “lead re-engagement” process.

This lead re-engagement (harvesting) process reduced the cost per lead by several percentage points and generated tens of thousands in additional revenue in 2023.

Recruitment and Preparation of a New Head of Sales

It was crucial to select a new leader from the business teams, someone who would be fully responsible for monitoring activities, providing ongoing feedback, and overseeing the development of all teams. We interviewed candidates, helped select the ideal candidate, and onboarded them into their new role.

Results: A strong leader, well-structured processes, and better lead qualification resulted in higher sales.

Reducing Churn and Introducing Upselling in the Customer Success Team

The customer success (CS) team became an essential unit within the company’s structure. Over four months, during a series of consultations, we developed and implemented tailored processes to minimize churn not only for the sales team but also for the CS team. We created tools for the CS team that allowed them to identify projects at risk of cancellation and respond accordingly.

In the CS department, we also refined upselling methods and strategies. Creating a sequence of actions that addressed client needs and proactively engaged clients brought numerous benefits, from measurable ones like increased revenue to building additional relationships that improved client loyalty and reduced churn over time.

Results: A reduction in churn by several percentage points and regular revenue growth from upselling.

How do you evaluate Casbeg’s response to your changing needs? Head of Partnerships at the Marketing Agency:

Our project was multi-dimensional. Casbeg’s high level of flexibility, particularly from Magda Małek, allowed us to expand our joint efforts rapidly and effectively. You could say Casbeg’s specialists became embedded in our business structure, supporting our managers and overseeing the changes being implemented in the company.

Hubspot Implementation

After analyzing the marketing, lead generation, and sales processes, we introduced Hubspot CRM into the organization. Before the implementation, we trained the sales managers and their teams on how to use Hubspot.

This not only connected the sales and marketing teams through a single tool (with plans to include other departments) but also resulted in cost savings compared to the previous software. The Hubspot CRM provides a comprehensive view of the customer journey, facilitates lead tracking, and streamlines the sales process, leading to improved efficiency and better customer management.

A tangible benefit is the ability to track a lead’s marketing history, which will soon directly impact the sales team’s results. We are leading the process from start to finish with the client, helping to reorganize sales workflows, reporting structures, migration, and team training.

Merging Sales Teams and Building New B2B Sales Processes

Finally, we established a new structure and communication strategy. We merged two sales teams into one, led by the newly appointed Head of Sales. This was achieved through a series of workshops, training, and consultations, during which we thoroughly understood the sellers’ needs and challenges and the capabilities and competencies of potential leaders. We aligned different sales approaches and made the transition smooth for everyone. Importantly, we continue to support the new Head of Sales to ensure the transition is smooth and delivers the expected results.

Results: Breaking the historical sales record for new business in Q4.

Direct Support for Managers

We didn’t just work on processes; we worked with people. Every manager and member of the board had access to one-on-one collaboration with a Casbeg consultant in a combination of development programs, coaching, workshops, and training. In every critical moment, from creating team communications to structuring sales plans or making major decisions, someone from Casbeg was there alongside the leaders, providing personalized guidance and support. This not only enhanced the skills and capabilities of the managers but also fostered a culture of continuous improvement and learning within the organization.

Summary

After just nine months of intensive collaboration, we organized the most critical sales and marketing processes under the guidance of the new Head of Sales. Revenue has increased, there are more leads, and they are better nurtured, making closing deals and upselling easier. All data is stored in Hubspot. It’s time to fine-tune the results and take on the next challenges!

Would you like to achieve similar results in your business?
We’d love to have you as a client. Feel free to contact us at [email protected]