We currently run a PPC and Facebook remarketing campaign for Mill Architects promoting their architectural services to homeowners. One of the key features of the campaign is that potential customers can book a complimentary call with one of the team where in that 15 minutes they can discuss their project and get a ballpark estimate of what that type of project typically costs.

This makes getting a rough estimate of how much their project may cost simple and easy to do which allows them to make a decision if they want to take the next step. It also gives Mill Architects the chance to determine if this is an appropriate project for them while offering advice and insights.

Another key part of that campaign is the e-brochure we created for them. Not a brochure of their services but a guide for homeowners to the 7 reasons why and how an architect will save you money and a guide to <what is the guide?> These guides offer a softer call to action than book your complimentary 15 minute call. They also help to educate and inform potential customers which creates trust and rapport. We capture a list of all those people who have downloaded the guide and continue to keep in touch with them via social media and email marketing. They are a second list of potential warm customers.

On the challenges that quickly arose following the success of their digital advertising campaign was how to effectively manage those enquiries. One of the blockers was that the enquiries were all sent to one of the directors who very quickly simply could not manage all of them and the work involved. What was frustrating was that we had significant capacity to grow the campaign and drive more sales but they didn’t have the internal processes within the business to allow us to do that.

HubSpot also records who in their contacts visit their website, engages with their content and social media. This highlights who in our database and which potential customers are very engaged and interested in our services. Finally, HubSpot allows us to create a visual and report on Mill Architects sales pipeline so we can identify any gaps in the pipeline and where the sales and marketing efforts need to be focused.

Another significant piece of work we did with Mill Architects was thorough our sales enablement service. With the challenge of how to more effectively manage and follow up with enquiries and therefore grow their digital advertising campaign, we had to review their entire sales process. We started by mapping out their current sales process and then together we worked out where the weak areas were and what our ideal sales process would look like. We then revisited each stage of the sales process and the roles involved and re-allocated those roles to other members in the team.

The result was that the sales process and managing new enquiries was a shared responsibility in the team. This removed the time pressure from the directors freeing them to concentrate on the business and the appropriate sales enquiries. It has also meant that we could grow their digital advertising campaign, drive more enquiries and leads and ultimately increase their sales.