HubSpot

ZoomInfo

Digital Marketing

Paid Advertising

The team at RocketFuel were looking to rapidly scale their marketing and sales efforts after securing their latest round of investments. The initial requirement was the creation of an integrated sales and marketing technology stack. RocketFuel’s website was built on legacy code and lacked a CMS, or content management system, which rendered the on-site change management process challenging. Secondly, RocketFuel lacked a CRM and marketing automation suite, which play crucial roles in the scaling of sales and marketing processes.

Beyond these gaps in sales and marketing infrastructure, RocketFuel did not yet have a cohesive go-to-market (GTM) strategy that could inform where best to allocate resources in scaling exposure for their cryptocurrency solutions. Lastly, like many technology start-ups, RocketFuel was in the position of needing to decide whether to acquire in-house marketing resources or engage a dedicated agency.

RFDM set to work on laying out GTM and custom omnichannel content strategies to increase the efficacy and scale of RocketFuel’s marketing efforts. We worked with the client through GTM strategy workshops to clearly define their value propositions and target market, and set out a framework for cohesive messaging. This allowed RFDM to generate two essential components of the overall strategy. First, the team built a plan for creating content based on consistent messaging, unified branding, and a clear target audience. This content included blog articles, social media posts, emails, sales kits, and conference materials. Secondly, RFDM put together the design for a cloud-based tech stack that would be necessary to execute the campaign, track campaign performance, and close deals.

Legacy Website to HubSpot CMS Migration, HubSpot Sales Hub and Marketing Hub Setup

RFDM then provided assistance in creating an integrated sales and marketing tech stack. The team helped in migrating the client’s legacy website onto HubSpot’s CMS platform, enabling easier change management. Next, RFDM set up HubSpot Sales Hub and Marketing Hub for the client, providing access to a multitude of inbound and account-based marketing tools. The team then integrated digital marketing platforms to aid in marketing campaigns, including Google Ads, LinkedIn and Facebook ads, Google Analytics, and Google Tag Manager. Additionally, RFDM set up account-based marketing and sales outreach tools, such as ZoomInfo, and built outreach email sequences in HubSpot.

RFDM’s Digital Marketing Strategy

RFDM assembled a dedicated five-person team to execute marketing and sales objectives on RocketFuel’s behalf. This team was comprised of specialists in paid advertising, copywriting and SEO, demand generation, web and graphic design, and HubSpot administration. The team oversaw the transition to HubSpot CRM and managed the execution of digital marketing campaigns. Campaigns were conducted through paid advertising on Google and social media channels, as well as through email, blog posts and SEO, and forum posting. The account-based marketing facet of the campaign was carried out through prospecting, lead generation, 1×1 email outreach, and cold calling. Finally, RFDM monitored and retained accountability for marketing operations through the use of analytics and tracking metrics, A/B testing, and revenue and performance reporting.

RFDM assisted in the rapid scaling of inbound and outbound lead generation, with clear goals to generate MQLs each week that could be transitioned to SALs for the sales team to pursue via meeting bookings. On the technology side, the client was migrated to an easily updatable website that non-developer resources could manage – freeing up developer resources to tackle higher value tasks. The marketing and sales teams were moved onto a centralized CRM from which the lifecycle of leads could easily be tracked, all the way through closed deals.