VivaWell is an innovative startup that provides a comprehensive approach to health insurance for corporations and individuals. They are the first and only personalized health prevention and wellness platform that operates in Mexico. Born as a digital company, they redefined how people take care of themselves.
They know how difficult it is to get convenient health services, which is why they created Vivawell, that uses technology as a means to personalize and improve the health and wellness of members and affiliate companies.
They add personal assistance when it is strictly required and create technological solutions that have a positive impact on health and on affiliate companies and members ยด expenditure.
The project's goal was to create a conversion path associated with a campaign in HubSpot, in order to track and nurture leads coming in from VivaWell's Ad campaigns.
Even though VivaWell did not have their whole website hosted in HubSpot, they did want to experience the software by taking advantage of the different tools from the Marketing Hub which make up a conversion path and a campaign.
Before you continue, take a look at what is a Conversion Path in HubSpot:
VivaWell embarked on a journey to expand its reach and engagement through active campaigns on both LinkedIn and Google. However, they encountered a unique set of challenges before turning on the ads.
First of all, VivaWell lacked a comprehensive tool to streamline the creation of a conversion path, including critical elements such as landing pages, workflows, forms, CTAs, and email marketing. This problem made it hard for them to create a smooth and good user experience.
Second of all, tracking essential metrics from these diverse assets was very important for VivaWell and they were not finding a way to group all metrics from the different assets in just one place. Realizing the need for a powerful and integrated solution, VivaWell turned to HubSpot.
Recognizing HubSpot's capabilities in facilitating campaign management and metric tracking, they sought the expertise of Digifianz to leverage this platform effectively.
With Digifianz's HubSpot support, VivaWell managed to create a campaign in HubSpot for each quarterly ads campaign they had in LinkedIn and Google.
In the HubSpot campaign they included the Landing Pages, Thank You Pages, Forms, CTAs, Emails, and Workflows that we had created together in order to track all metrics and results.
Landing Page for VivaWell
We managed to create an A/B test in order to test out which Landing Page would work best; if one which included a short summary on the topic on the left-hand side and a form on the right-hand side or one which only included a form in the middle of the Landing Page.
Landing Page A
Landing Page B
Workflow for VivaWell
The workflow was one of the most important assets that we created for the campaign. As mentioned above, one of VivaWell's goals was to nurture the contacts who had completed the form. This is why, we created a workflow with a set of follow up emails in order to nurture the contacts who were interested in VivaWell's e-book and would like to talk to a salesperson.
The workflow consisted of 4 instances to book a call, which was VivaWell's main goal with ads; contacts booking calls. As soon as a contact completed the form, they received an email with the PDF version of what they requested. The email also included a link to book a meeting with the sales team.
This same process continued for 4 instances with a delay of about 3 days every time a new follow up email was sent out. If a contact booked a call, they were automatically removed from the workflow which meant they did not receive further follow up emails.
As of now, VivaWell has embraced HubSpot with enthusiasm, finding it to be an invaluable tool for precisely conveying their objectives and vision.
It is now easier for the team to have all assets grouped in one place and this not only enhances efficiency but also fosters collaboration among team members, as it enables them to collectively analyze and interpret the results of their campaigns.
With HubSpot's user-friendly interface and comprehensive suite of features, VivaWell now enjoys a more coherent and holistic approach to campaign management, which not only simplifies their tasks but also empowers them to make data-driven decisions that drive their business forward.
If you are in search of a qualified partner for your conversion path or campaign creation in HubSpot, we would love to speak with you!