1300 71 61 41Australian Tourism Data Warehouse
Service Award
2021 Impact Awards
Services Used
Solution
HubSpot Onboarding
Project Goals
Tools Used
The Plan
ATDW was wanting to create a powerhouse of a CRM that could relay the right information to the right stakeholders, at the right time.
- HubSpot portal set up
- Mapping the data journey through workshops
- Crafting automations and templates
- Consistency through marketing tools and automation
- A mammoth data migration
- In-depth workshops
- Holistic reporting
HubSpot portal set up
- Initially establishing a HubSpot portal setup, Neighbourhood set up essential platform settings, basic technical requirements and integrations such as mail, messaging and analytical services.
Mapping the data journey through workshops
- With step zero complete, Neighbourhood conducted a workshop with ATDW to define data breakdown and mapping within HubSpot to identify essential information pathways.
- This featured the development of Properties and Custom Objects and how they would communicate with the ATDW Online Platform (ATDW-O), as well as documenting the API flow between systems - a more difficult than usual task given that the ATDW software prioritised Companies & Listings (a Custom Object in Hubspot) over contacts, with almost no data saved against the individual.
Crafting automations and templates
- Crafting HubSpot to automate operations began with email and landing page development for external and internal communications. Neighbourhood's development team worked on creating several branded templates, opening the way to performance reporting and testing, and allowing optimisation opportunities for users.
Consistency through marketing tools and automation
- As for marketing tools, Neighbourhood developed best practice tools throughout HubSpot; from calls-to-action to form submission landing pages. The goal was to provide a consistently branded experience when engaging with stakeholders, defined by high quality, effective tools and templates.
- Further consistency was established via preliminary automations for ATDW's new leads, organisations, distributors and listings which included templates for renewal follow-ups, automated data management and initial communications to new listings.
A mammoth data migration
- Data migration from the ATDW-O platform to HubSpot meant that the most important data could now be found and accessed on a single platform. This allowed Neighbourhood to implement significant segmentation within the database, allowing ATDW to leverage it for marketing outreach and reporting as needed.
In-depth workshops
- Software is only as effective as the people that use it, so the next step was training. Neighbourhood conducted 3 major HubSpot training sessions covering all of the Marketing, Sales and Service tools at ATDW's disposal.
- This training was attended by representatives from all 9 stakeholder organisations (STOs), and supported with documented physical guides to using HubSpot effectively.
Holistic reporting
- Finally, one of the major outcomes that ATDW was excited about thanks to HubSpot was access to intuitive customised reporting. The original process was cumbersome and reliant on multiple softwares - as such the development of easily accessible reporting within Hubspot via partitioned dashboards was a major highlight.
The Strategy
With a strong foundation established, paired with ongoing training in the platform, Neighbourhood worked to develop and optimise marketing and sales tools to best connect with ATDW's customers and ease operational processes.
- Utilising the CRM to improve support and lead gen
- Conversion optimisation
- Strategising content
- Offering round-the-clock responsiveness
- Visualisation of impactful data
Utilising the CRM to improve support and lead gen
- Gradually, efficient utilisation of the CRM meant ATDW had a detailed information infrastructure it could depend on with the automation tool able to send emails, reflect data changes and produce detailed status reports for the STOs.
- To gain a holistic view on the performance of these tools, as well as to better understand customer sentiments in general, Neighbourhood developed Service Hub's NPS tools and fleshed out the opportunities for use within the new system.
Conversion optimisation
- This was also an opportunity to optimise ATDW's conversion rates (or more accurately, the conversions rates of the tourism organisations that were ATDW's customer base).
- Conversion optimisation tests were introduced within scheduled periods alongside Google Optimize to compile results and offer recommendations for areas of improvement.
- This was supported long-term by the development of a guide for Operators moving forwards, detailing Neighbourhood's recommendations for best-in-class CRO.
Strategising content
- Next, Neighbourhood strategised content for STOs to attract and convert new operators and distributors, taking the form of an eBook providing internal guidance for marketing and content development.
Offering round-the-clock responsiveness
- Managing this audience came through the creation of chatflows to provide round-the-clock responsiveness on ATDW's online platform, improving CRO for listing signups and easing the load on the staff required to assess listing quality and validity.
- To further improve ATDW's customer experience, Neighbourhood implemented support ticketing tools and unified inboxes, giving staff the ability to develop their new #AskATDW initiative - a support channel for the explicit use of their user base.
Visualisation of impactful data
- The reporting was the other major driver of system utilisation. Through the development of a significant amount of reporting, Neighbourhood was able to display unexpected and unplanned value through the visualisation of never before seen data.
- This experience allowed for significantly quicker data cleaning and optimisation, replacing the need for API-driven reporting, and provided immediate value to ATDW, and their stakeholders.
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