Marielle Dellemijn, CEO
By ensuring optimal collaboration between marketing and sales, HubSpot enables businesses to explore new revenue streams and achieve their long-term goals. Despite such benefits, a number of ICT companies still come across several hurdles when it comes to rightly utilizing HubSpot and ensuring the success of their online marketing strategies. First, they do not realize that it should be a part of the integrated customer strategy at the C-level. The second challenge they face revolves around making the best choices in channels, content, and website to create a comprehensive customer strategy. Lastly, ICT companies need to adopt the right processes and tools within the organization and make employees aware of their roles in the process.
This is where Fueld steps in.
Together with its customer, Fueld defines the online lead generation strategy and translates this into a project plan. Based on its 30 years of experience in CRM, the company addresses the above-mentioned challenges within an implementation project. “We focus on agile sprints and measurable results instead of a big bang implementation,” says Marielle Dellemijn, CEO, Fueld. The company has developed the Marketing as a Solution (MaaS) concept to innovate and provide its clients with knowledge, content, and tools to support the lead generation processes by using HubSpot.
With extensive digital marketing knowledge, Fueld understands that with a small marketing team, it becomes difficult for businesses to grasp diverse aspects of digital marketing, such as keyword analysis, online competitor analysis, IP tracking, SEO, to name a few. “These are specialisms that need to be organized properly.
And when you hire different specialists, you need to combine all parts into a smooth digital lead generation process—with HubSpot as central means. Not all marketeers have the knowledge or the time to successfully conduct it,” mentions Dellemijn. .By using the Fueld MaaS concept, clients get the capacity and knowledge to realize the digital lead generation process without constraints, taking the different buying phases into account. Also, in these phases (exploring needs, exploring solutions, and decision phase), the need for different information, channels, and qualification criteria is evident. “It is our responsibility to integrate all these aspects so that customer can manage this process based on measurable results,” asserts Dellemijn.
Fueld believes that the urgency of taking the sales process to the next digital level will grow (and already has grown) because of the Covid situation. As a result, getting in touch with potential customers, qualifying them based on online behavior, nurturing them by combining person-to-person and digital channels, and taking the most successful step at the most appropriate time to add value to the customer will be more important than ever. “We suspect that the demand for knowledge, capacity, and tooling will increase and the capability of successfully using HubSpot will create a competitive advantage for B2B organizations,” states Dellemijn. This supports the need for a great digital interaction platform like the Fueld MaaS platform, where the use of a CRM/Marketing tool like HubSpot is essential to realize the online customer interaction.
While this MaaS concept has already enabled Fueld to touch new heights of success, it always strives to find new avenues of growth. In the days to come, the company will expand its target groups from ICT companies to professional services. It is also planning to double the customer base and increase revenue by 70 percent in the next three years. “We invest part of this growth in knowledge and in sharing that with our customers to help them be on top of the game. Since some of our customers use their current CRM tool within the MaaS concept, we are focusing on enhancing the integration capability of our platform,” informs Dellemijn. “Therefore, we (along with one of our partners) developed a flexible and sustainable integration tool to provide any integration of CRM with the MaaS platform.”