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A well thought out marketing strategy executed in HubSpot to increase lead generation and growth.

About Eternity Mexico:

The Eternity Group is a leading logistics operator, with headquarters (HQ) in Hong Kong, specializing in providing the most comprehensive transportation services globally.

Over the years, Eternity has developed an excellent reputation in the logistics industry thanks to the fact that the group is based on a philosophy of service totally oriented to satisfying the expectations of the different markets in which it operates.

Within these markets Mexico is in a race to consolidate itself within the first 10 most important economies in the world (important studies predict that by 2050 it will occupy the 7th position), a situation that pushes the need in the region to invest and develop new strategies in terms of solutions for international transport and domestic goods.

Eternity had more than two decades of experience operating indirectly in Mexico, but they considered this market to have significant potential which is why in 2017 they decided to open their own operations in Mexico. The short-term objective of the group was to quickly establish itself in the market, offering solutions tailored to each industry and optimizing in different ways, international (import & export) and domestic operations of their clients.

After a first couple of years, during the last months of 2020 they decided to bring HubSpot and Digifianz on board to help them boost their efforts and take things to the next level.

Project and Goal:

The project’s goal with Digifianz was to implement digital marketing strategies and digital content strategies all from one same CRM platform (HubSpot) in order to increase lead generation and conversion.

"Their specialization in HubSpot is impressive. They integrate specialized personnel and teams for each process of the strategy (Google, CRM, writing, UIX development, etc.)"

Note: We would like to thank Eternity Group Mexico for giving us an awesome review on Clutch. We genuinely appreciate their honest and thorough feedback about the quality of work we provide.

How we did it: What did the work include?

As a first step, there were bootcamps with our CS Team to learn about the activities and needs of Eternity Mexico. During months of interviews and meetings, both teams worked on different elements that would be integrated into HubSpot's strategy, such as the types of buyer persona, the sales process, content and website audits.

This first setup stage included:

• HubSpot Marketing Hub Implementation to set up the tools necessary to create, execute and measure the planned campaigns.  
• HubSpot Sales Hub Implementation to integrate the lead generating process to the qualification and closing activities of the sales team within one same tool and database.
• New Website Development in HubSpot CMS: in this same line of achieving a better database and campaign integration Eternity's website was moved into HubSpot CMS, improving performance, SEO and mobile capabilities in the process.
• Marketing CMS Assets Development: this means the creation and configuration of blog templates, landing page templates, integrated campaign assets and analytics.

Continuous Growth:

These strategy definitions and HubSpot configurations gave us the capabilities to run marketing, ads and content creation campaigns to stimulate traffic and lead generation in the long term:

• Blog Articles: writing blog articles was the best way to position Eternity's website among the first organic search results on search engines and increase organic traffic.
• Growth-driven Design: or in other words, ongoing optimizations based on performance. This meant a website and landing pages specially designed with best practices to convert and increase lead generation.
• Content Offers: were created to easily convert visitors into leads and qualify them faster. A Content Offer is basically gated content that visitors can access only after providing their email address.
• Marketing Emails: email marketing was great for making potential customers come back to our website, keep them engaged, and guide them step by step towards the sales team.
• BOFU Ads Campaign: organic was not our only lead generation strategy, we complemented long term tactics with a short term bottom of the funnel Google ads campaign to attract buyers who where already looking for our services in the Mexican market.

Throughout this whole process, many specialists at Digifianz were and are still involved: Customer Success Consultant, Ads Specialist, CMS Web Developer and Copywriting Specialist.

Outcome:

After all these months of work and until today, Digifianz and Eternity's collaboration has yielded a steady growth in Mexico, all backed by a X2 Growth in website traffic since moving their site into HubSpot CMS.

How effective was the workflow between Digifianz and Eternity Mexico?

All meetings took place via Google Meets and the workflow was based on the use of the project management platform ClickUp in order to show tasks, delivery time and responsibilities in a detailed manner.

Digifianz's teams are used to working with teams based in different areas of Mexico, USA and the EU. Our whole working structure, agile methodology and flexible hours give the best customer experience for international companies looking for high quality english and spanish HubSpot related services.

Conclusion

Eternity’s digital strategy implementation is still an ongoing and successful project, not only because the strategies are being well implemented but because we work as a single team, trusting each other.

Seeing our clients succeed and our efforts appreciated is more than we could have ever asked for. If you are in search of a qualified partner for your digital marketing strategies and web development, we would love to talk!