Efficient Email Marketing Automation for a Top Five Accounting Firm in Alabama

Background

This case study outlines the collaboration between FitzMartin and a leading accounting firm in Alabama. The primary objective was to revamp the firm's email marketing automation tech stack, transitioning from Constant Contact to HubSpot, and to enhance overall marketing operations.

Problems to Solve

The accounting firm faced several challenges with their existing email marketing automation processes:

1. Inefficient Email Marketing Tools: The firm was reliant on Constant Contact, which limited campaign visibility and tracking capabilities.
2. Underutilized Technology: There was a lack of integration and optimization in the existing technology and strategies, leading to inefficiencies.
3. Need for Strategic Onboarding: The firm required a strategic approach to onboarding new technology to improve their marketing efforts.

The goal was to set up the firm on HubSpot, enabling them to fully utilize email marketing capabilities and achieve subsequent milestones within the platform.

Solution Provided

FitzMartin provided a tailored solution with the following key components:

• Abbreviated MAT Onboarding: The onboarding process was expedited by 2-3 months, a 72.7% reduction in timeline, with a focus on email solutions.
• HubSpot Integration: The firm was transitioned from Constant Contact to HubSpot; this involved setup of email landing pages, templates, and database verification and cleanup.
• Executive Oversight: The project was undertaken as a 90-day rock with the executive team. The rock owner from the executive team reported weekly on marketing updates, ensuring strategic focus and alignment.
• Tailored Experience: The service was customized to the client's needs. This customization is challenging. If not impossible, with off-the-shelf solutions.

Results

The project yielded significant benefits:

1. Consolidated Tech Stack: Integration of various tools into a unified HubSpot platform
2. Enhanced Market Visibility: Increased visibility of marketing efforts for the executive team.
3. Higher ROI on Technology Investments: More effective use of technology leading to better returns.
4. Refined Marketing Team Roles: Clearer job descriptions and roles within the marketing department.
5. Effective Dashboard Tracking: Implementation of dashboards for better tracking of marketing activities.

Conclusion:

The collaboration between FitzMartin and the accounting firm resulted in a major win for the firm’s marketing team, demonstrating the effectiveness of tailored solutions in technology and strategy optimization. The successful transition to HubSpot and the strategic approach adopted for onboarding and integration marked a significant advancement in the firm’s marketing capabilities.