1300 71 61 41The Icehouse
Technical Expertise
2022 Impact Awards
Services Used
Solution
HubSpot Onboarding & Support
Project Goals
Tools Used
The Plan
- Designing an intuitive Coach profile
- Mapping out the lead generation tool
Designing an intuitive Coach profile
- Customers needed to gain a holistic view of a Coach's profile to ensure their business needs were met with the right professional experience.
- These Coach profiles were designed to offer a journey of information that was digestible, in order of importance whilst being on-brand. Profiles were designed to offer information in the order of:
- Business specialties (e.g. Finance, Governance, People Development)
- Industry experience
- Country experience
- Annual revenue of companies the coach can make the most impact in
Mapping out the lead generation tool
- This progressive lead generation tool asks a series of qualifying questions for prospective Icehouse customers. These same questions help 'filter' appropriate coaches for clients based on answers.
- Beyond helping the tool's end-user, the results of whom the best coaches were based on the industry could be utilised by The Icehouse's Sales team. When engaging directly with leads, the Sales team could offer suggestions based on real data, rather than having to assume or do extensive research on Coaches - Coaches being a variable that consistently changes.
- Question examples include:
- Area of business requiring assistance
- Pain points
- Preference for working arrangement
- Number of full-time employees
The Strategy
- Greater flexibility with HubDB pages
- Managing coach availability smarter
- Showcasing The Icehouse Coaches
Greater flexibility with HubDB pages
- Aiming to minimise manual labour as much as possible, a HubDB table was created to store Coach details such as name, experience, specialities and preferred size of business. The Icehouse imports these answers previously given through a form by Coaches into HubDB rows.
- Rather than having to duplicate and edit individual landing pages, HubDB allowed us to automatically generate dynamic pages once a new row was created. These dynamic pages acted as Coach profile pages for leads to view.
- Once Coaches leave or join The Icehouse roster, they're easily managed through HubDB rows rather than individual pages.
Managing coach availability smarter
- A check-box was included for the 'Show Data' option in HubDB's backend - meaning if checked, then it displays the Coaches profile. If a Coach is on leave for a period of time, this option allows Icehouse to simply 'hide' the profile from customers rather than deleting the data and starting the process again.
- To filter coach data in the listing page, Neighbourhood utilised the isotopes filter. When a customer is on the Coach suggestion page, filters were created to allow leads to easily navigate recommendations based on requirements. An example is a filter for coaches that prefer to work solely online vs. in-person, giving leads a smoother UX when weighing up options.
Showcasing The Icehouse Coaches
- Blogs were uploaded and integrated into HubDB rows to show previously documented work by individual Coaches on their profile pages.
- Neighbourhood created slots in a HubDB row to include 2 unique blog IDs. These blogs would then appear on a Coaches page for leads to gain a deeper insight into their experience.
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