Manufacturing firm harnesses customer referrals to drive growth

    3 min
    Manufacturing firm harnesses customer referrals to drive growth

    Industry

    Manufacturing

    Challenge

    Despite having a strong Net Promoter Score of 60.9 and satisfied customers, the manufacturing firm needed a systematic way to capitalise on potential referrals. The marketing team sought to develop an automated customer referral program through HubSpot to convert customer satisfaction into business growth.

    Results

    The implemented referral program achieved a 2% conversion rate while simultaneously educating customers about the company's value proposition through a new onboarding program. The dual-program approach led to increased customer engagement opportunities and better tracking capabilities through custom HubSpot dashboards.

    KEY Services

    Program development
    HubSpot automation
    Landing pages
    Email sequences
    Workflow creation
    Performance tracking
    $5.4M+
    Manage Spend
    100+
    Deals Completed
    7.6x
    ROI
    $2M
    Cost Savings

    About this project

    • Looking to drive customer referrals? This leading manufacturing firm did!With a satisfied client database and a strong Net Promotor Score of 60.9, the firm's marketing team engaged Brand chemistry to develop a fully automated customer referral program on HubSpot to capitalise on these results.

    The strategy

    To kick things off, Bc met with the team to take a deep dive into their customer database and the positive feedback they had captured.

    It all began with strong results from Net Promoter Score (NPS) surveys. The business was conducting regular NPS surveys, realised it had many happy customers and wanted to use this opportunity to capture customer referrals.

    Having worked with Brand chemistry on a previous project, the marketing team said partnering with us again was a no-brainer.

    “We were impressed with the level of detail and their HubSpot skills. The team just has a detailed understanding of the technology, processes and marketing assets required to make such a program work.”

    Once we got a handle on the business' goals, we began the strategic development and implementation of two customer marketing programs: a referral program and an onboarding nurture program.

    The execution

    Lead generation was the aim of the game for the customer referral program. For each referral lead that became a customer, the business was to provide the referrer with a bespoke gift to the value of $750.

    To capture customer referrals, Bc worked closely with the marketing team to develop:

    • A referral landing page to capture referrals
    • A sequence of emails inviting referrals from new and repeat customers
    • HubSpot workflows designed to automate typically manual processes for the sales team

    This was coupled with an onboarding nurture program to help increase satisfaction among new customers. With most revenue generated from repeat business, this program would ultimately increase repeat sales opportunities.

    As part of this program, Bc created a series of emails to inform new customers of:

    • The full range of products and services
    • The business' value proposition
    • How to best work with the business during sales fulfillment, after-sales service, and processes for additional sales and services

    The team praised the collaborative partnership we struck with her and the team to ensure all work was completed before launching.

    “The team made us feel very comfortable that everything was considered until the launch date."

    The results

    The business received a new customer referral program and customer onboarding program, with all results trackable through custom dashboards in HubSpot.

    To date, the customer referral program has enjoyed a 2% conversion rate, while customers are now more educated on the business' value proposition.

    The marketing team saw the project as a great success, and has opened the business to more opportunities to engage with customers.

    "Brand chemistry took the time to understand our clients, how they might feel about the program and how it could all be easily facilitated through HubSpot. They methodically created and reviewed all our workflows - and no modification was too much hassle. We were really happy with how everything was written. The Bc team made us look and feel good throughout the entire process."

    “Brand chemistry’s technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions, which resulted in new opportunities.”

    Katrina Youdale
    Head of Marketing, RobobAI
    Katrina Youdale
    Bc's technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions.
    Katrina Youdale
    Head of Marketing at RobobAI
    Read case study
    Nicolas Chu
    Even though Bc are HubSpot partners, there was no push towards HubSpot, because it was really about finding the best tool for our needs. Bc understood our situation and knew how we would use it. 
    Nicolas Chu
    CEO at Sinorbis
    Read case study
    Mike Stuart
    Working with Bc on this campaign has allowed us to dive much deeper into course-specific audience research than we normally can. The purpose-driven and differentiated approach is something we will continue to include in our marketing. 
    Mike Stuart
    Senior Manager - Strategic Services at Victoria University
    Read case study
    Katrina Youdale
    Bc's technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions.
    Katrina Youdale
    Head of Marketing at RobobAI
    Read case study
    Nicolas Chu
    Even though Bc are HubSpot partners, there was no push towards HubSpot, because it was really about finding the best tool for our needs. Bc understood our situation and knew how we would use it. 
    Nicolas Chu
    CEO at Sinorbis
    Read case study
    Mike Stuart
    Working with Bc on this campaign has allowed us to dive much deeper into course-specific audience research than we normally can. The purpose-driven and differentiated approach is something we will continue to include in our marketing. 
    Mike Stuart
    Senior Manager - Strategic Services at Victoria University
    Read case study
    Read more case studies

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