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About the business
TLB have helped over 350 in-house legal teams supercharge their function, build streamlined processes and cut costs. From redesigning contracts to building playbooks, TLB give legal teams reassurance, speed and efficiency through a unique blend of legal, design, and technology expertise.
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The problem
As their company scaled, the commercial team at TLB needed a central platform that could be used for their marketing and sales activities: From capturing form data, to analysing user behaviour and creating efficient workflows within their company.
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The solution
The team at TLB engaged The Marketing Plot to consolidate their martech onto Hubspot and set up the platform to meet their requirements.
Highly skilled marketing professional, efficient and pragmatic. A pleasure to work with.
Electra Japonas, CEO
Which platform to use?
The Marketing Plot was commissioned to help TLB improve their commercial data collection and analysis.
The team began by assessing TLB's existing data management processes and identifying areas for improvement. They discovered that TLB's data was spread out across various platforms, making it difficult for the team to access and utilise the information effectively. To address this, The Marketing Plot proposed moving all of TLB's data onto the Hubspot platform, which would provide a centralised location for all user data.
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Setting up Hubspot for success
Once the decision was made, The Marketing Plot started by importing all of their existing data to the Hubspot platform under the Marketing Professional subscription. This data was cleansed, removing any duplications and organised into accessible lists for the TLB team.
Next, The Marketing Plot set up a customised MQL (Marketing Qualified Lead) scoring mechanism. This allowed the team to identify their most promising leads and inform the sales team who they should be engaging with. The team also created a reporting dashboard and automated MQL lists, providing TLB with a consolidated source of truth for user data. This enabled TLB to make more informed decisions about their marketing activities and save time while improving efficiency.
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The Marketing Plot linked all of TLB's platforms, from social media channels and GA4 to Typeform and Zoom, to Hubspot, providing the team with a centralised location for all user data. They set up bespoke dashboards that allowed TLB to easily access marketing and sales data at any given time.
To ensure that TLB's team was fully equipped to use the Hubspot platform, The Marketing Plot provided them with a Hubspot manual. This manual gave the team clear instructions on how to use the platform and could be used for future new starters and troubleshooting. Additionally, the team provided ongoing support and training to ensure that the team was fully equipped to manage their data and marketing activities.
The Marketing Plot worked with TLB's developers to fully integrate Hubspot with their website. This involved linking their forms so that bespoke workflows, such as email campaigns, could be created within Hubspot. The Marketing Plot also provided recommendations for improving TLB's website, which were implemented by their developers.
In summary
Overall, The Marketing Plot's work helped TLB streamline their data management and marketing processes. By creating a centralised location for user data, TLB was able to make more informed decisions about their marketing activities. The bespoke MQL scoring mechanism allowed TLB to effectively evaluate the effectiveness of their marketing activities, while the reporting dashboard and automated MQL lists helped save time and improve efficiency. The ongoing support and training provided by The Marketing Plot ensured that TLB's team was fully equipped to manage their data and make the most of the Hubspot platform.
"It's so important for commercial teams to access their data at any given time at the touch of a button, and make those informed business decisions. Hubspot is a great tool for teams who want to consolidate their martech and introduce intelligent workflows for their potential clients. The TLB team are now equipped with a CRM platform that has been setup for their business needs - they provide such incredible free resources to their market, and now they will be able to leverage their data to evaluate their effectiveness and inform future marketing campaigns."
