Setting Up The Marketing Foundations For Complyfirst

"I'll keep it brief: The MarketingPlot are AMAZING - 10 out of 10. I couldn't recommend them enough."

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We collaborated in building a project "game-plan" that would give ComplyFirst all of the essentials they needed to get going straight away. The project was spread over 9 stages that were to be delivered over 5 weeks.

Stage 1: Visuals

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ComplyFirst already had a brand in place, but were struggling to use it to create branded imagery that could be used across the business. The first step was to therefore jump into their brand book, expand certain elements of their visual identity and create them a suite of easy-to-use Canva templates. This included social media templates, blog imagery assets, LinkedIn banners for their business profile and team, email signatures, Zoom backgrounds, presentations and finally templates they could use for email newsletters.

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ComplyFirst now have neatly organised templates in Canva they can use at any time and a digestible brand book that gives clear guidelines for imagery, messaging and UX elements on their website.

Stage 2: Hubspot support

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The founders needed support to fully make the most of their Hubspot CRM to make intelligent business decisions with their data, create great customer experience, and facilitate sales:

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Lead scoring

Complyfirst are now able to assign scores to individuals within their CRM so that they can spot areas of opportunity and evaluate who is engaging with them the most (and could benefit from a sales outreach). This is found via a personalised dashboard and dynamic list that provides them with a list of their highest MQLs (Marketing Qualified Leads).

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Automations

To create a better experience for their prospects and shorten the lead time on their pipeline leads, we inserted several email automations into their pipeline that are triggered based on the prospects behaviour with Complyfirst.

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We also created workflows for individuals interacting with the website, for example triggering relevant and personalised emails to prospects if they engaged with blog material or landing pages.

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Sales sequences

Their Hubspot now has several sequences in place that will support the team with their outbound sales process. Using the sales sequences function in Hubspot, the team can now carefully track their sales efforts and reduce their manual input.

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Reporting

Data is essential to make intelligent business decisions and evaluate what's working - and what's not - with initiatives launched by the business. We set up clear campaign reporting via Hubspot, so that the team can evaluate the success of their marketing campaigns across their channels. We also set up several dashboards so that the team can access their important data at any given time. This includes their website, social, email or lead analytics.

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Hubspot manual

It's important for every business leader to be empowered to use and modify their CRM. We clearly documented the changes made to their Hubspot account, and provided them with an easy to use Hubspot manual with videos and instructions of how to use their CRM.

Stage 3: Sales support

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Making the sales process straightforward, streamlined and personalised was essential for Complyfirst. We supported the team by helping them evaluate 100 prospects based on their Ideal Customer Profile (ICP), and provided them with an editable "sales bible" they can share with their team which include email templates, sales scripts, and a clear outline of their sales process.

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Branded sales materials were also provided, which included an editable sales deck in Canva, a sales proposal using PandaDoc which can be generated directly from their CRM and a set up on Dipify to streamline the teams outreach on LinkedIn.

Stage 4: LinkedIn strategy

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Complyfirst recognised the importance of having a strong presence on LinkedIn. They needed a comprehensive strategy that would not only cover their business, but also their personal brands online. To achieve this, we provided them with content pillars that would guide their messaging and ensure consistency across their online profiles. In addition, we gave them engagement tips to help them connect with their target audience and create meaningful interactions.

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With the comprehensive LinkedIn strategy in place, Complyfirst is now equipped to start dominating the social platform. They will continue to work with us through The Marketing Plot to ensure that their presence on LinkedIn remains strong and effective.

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Stage 5: Lead magnets

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After careful consideration, we decided to focus on two main types of lead magnets: downloadable content and webinars. Our goal is to capture first-party data through the website and nurture it into marketing-qualified leads (MQLs). This stage of the project centres around analysing the optimal lead magnet content types and integrating them into the Hubspot CRM. We understand that creating visually appealing and brand-consistent materials is crucial, which is why we have created templates on Canva. This will make it easier for Complyfirst to transform lead magnets into attractive and branded materials.

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In addition, The Marketing Plot will be supporting the generation of lead magnets on an ongoing basis over the coming months. We believe that this will be a valuable asset to Complyfirst, and we encourage everyone to keep an eye out for updates on our progress! Our end goal is to provide Complyfirst with a steady stream of high-quality MQLs, and we are confident that this approach will lead to success.

Stage 6: Marketing strategy

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The Marketing Plot conducted a comprehensive audit of Complyfirst's operations to identify potential areas for improvement in the company's marketing strategy. Based on the results of the audit, we developed a detailed and actionable skeleton strategy that can be implemented either internally or externally by the business. This strategy includes a thorough analysis of Complyfirst's target market, providing key insights that can be leveraged to create more effective marketing campaigns. In fact, the team went on to design three main campaigns that can be launched over the next year to further promote the business and its offerings. The plan also includes monthly "to-do" lists to help keep the team on track, along with core KPIs that the business should be focusing on to drive success.

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By adopting this new and improved marketing strategy, Complyfirst can expect to see significant growth in its customer base and overall revenue in the coming months and years.

Stage 7: Organic and inorganic traffic

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During this stage of the project, we placed emphasis on formulating a content strategy for Complyfirst. In order to assist them in ranking on Google, we delved into the keywords that are relevant to their business. After thorough research, we came up with a content calendar containing over 100 blog titles that would help them in this regard. We also conducted an analysis of their current website content and backlinks, which allowed us to identify areas for improvement to ensure that they receive optimal search results.

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Apart from this, we also proposed different ways in which Complyfirst can use paid advertising on Google and LinkedIn to drive more traffic to their website. We provided them with a comprehensive plan, which included creating ad copies and visual assets that would capture the attention of their potential customers.

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Overall, this stage of the project involved a careful analysis of Complyfirst's current online presence, followed by the development of a well-rounded content strategy that would help them to achieve their business goals.

Stage 8: Website report

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During the website report stage, the team focused on analysing Complyfirst's website from various aspects such as messaging, tone of voice, and visuals. This included an in-depth review of the site architecture, identification of technical areas that needed improvement, and suggestions for UI updates.

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The team also explored new ways in which the brand could expand its website content to better engage with its audience. As a result of this stage, the team compiled a comprehensive list of actions that Complyfirst could take to improve its website and enhance the overall user experience. These actions included recommendations for updating the website's copy and imagery, implementing new design elements, and exploring new content opportunities that could help the brand achieve its business objectives.

Stage 9: PR

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During the final stage of the project, The Marketing Plot collaborated closely with Complyfirst to create a comprehensive media kit. The kit was designed to enable Complyfirst to easily share their business information and assets with journalists and media outlets. Our team took great care to ensure the media kit was well-organised, visually appealing, and conveyed all of the key messages that Complyfirst wanted to communicate to the media (for a template on this, check out this page).

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In addition to the media kit, we also compiled a list of relevant journalists, publications, podcasts, conferences, and other associations for Complyfirst's target audience. This list was carefully curated based on our research and analysis of the industry and its key players. By providing this list to Complyfirst, we were able to help them better understand their audience and target their outreach efforts more effectively.

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Finally, we provided Complyfirst with a selection of stories that they could use to contact the outlets on our curated list. These stories were designed to be engaging and informative, and to help Complyfirst showcase their unique value proposition to the media.