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Increasing Inbound leads for a former Fortune 500 Janitorial Services Company

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Who is LACOSTA?

LACOSTA Facility Support Services, an MBE Corporate Plus certified contractor, has been delivering quality facility services for more than 32 years, helping customers achieve and maintain safe, clean, and efficient environments.

The Challenge

LACOSTA came to us with one mission: revamp their marketing department and engage new visitors and their existing database by any means necessary. We transitioned LACOSTA from Pardot to HubSpot, integrating with Salesforce to arm the sales team with relevant information on inbound leads, while establishing lead scoring criteria to notify them of hot leads. We then turned our focus to all things inbound marketing: lead capture, content, social, email, and more.

HubSpot Setup

LACOSTA was stuck on a legacy Pardot system that did not communicate with its sales CRM, wasn't able to provide a complete 360 view of LACOSTA's prospects, and made the marketing to sales handoff clunky at best. We set up LACOSTA on HubSpot's Marketing Pro to enable seamless marketing to sales handoff, and to allow our team to focus on content creation and engaging our database instead of dealing with technology issues.

Salesforce Integration

We set up LACOSTA's HubSpot Marketing Pro account to feed all data into their Salesforce CRM, setting up lead scoring and automated workflow processes that notify LACOSTA's sales team about hot leads and new tasks.

Lead Capture

Using HubSpot, we implemented numerous lead capture initiatives on the site, collecting the attribute "How Can We Help You?" to personalize our automated workflows and send targeted communications to the lead. We implemented a left-side pop-up on desktop, a top navigation slide-down pop-up on mobile devices, and an exit pop-up offering a pdf download. 

HubSpot Email Marketing Automation

Using HubSpot, we implemented numerous lead capture initiatives on the site, collecting the attribute "How Can We Help You?" to personalize our automated workflows and send targeted communications to the lead.

Our welcome series content and CTA dynamically changes into 3 variations based on the "How Can We Help You?" Contact attribute:

  • Managed Labor: The CTA is to read our Managed Labor Case study and the footer CTA is to Get a Free Managed Labor Audit.
  • Janitorial Services: The CTA is to read our Janitorial Services Case study and the footer CTA is to Get a Free Janitorial Services Quote.
  • Catch-All: If we're not sure what the contact is interested in, then the CTA is to View our Testimonials and the footer CTA is a generic Contact us for a Free Quote.

In addition to our welcome series, the footer of every email that ever gets sent from LACOSTA dynamically changes according to the above contact attribute. Every marketing communication is relevant and personalized.

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Organic Social

While establishing a strong online presence, it's easy to forget how important certain social channels can be, even in the B2B space. We executed 12 posts a month in conjunction with our blog efforts. This social content was done in order to drive engagement on Linkedin and position LACOSTA as an authority in the space. 

Content Marketing

LACOSTA had a blog filled with content, but it was not optimized for SEO.  By running our site analysis on their website, we had a better understanding of what keywords and types of content would deliver the best return. 

We created four blog posts a month on relevant industry topics to position LACOSTA as a thought leader in the industry while increasing organic traffic and distributing via email every Wednesday morning.

 

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