First, we worked with ServiceTitan to define clear buyer personas

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SEO, nurture, segmentation and qualification strategy. Because we discovered that a residential contracting company’s software needs are inherently tied to the size of their technician force, we agreed to segment four main personas by number of techs as well as by key industry and demographic criteria. In doing so, we were able to align messaging with the needs and challenges of individual personas and create conversion pathways directing leads to resources that would best resonate with their industry and growth stage.

Establish a unified content and SEO strategy
After establishing buyer personas, New Breed conducted keyword vnpay database research and used that insight to create and optimize content for each persona and lifecycle stage. Top of funnel content was created to bridge their content gap and site copy on industry solutions pages was updated to include keywords and persona-targeted messaging to drive more organic traffic and engagement. Using HubSpot’s Content Strategy tool, we also leveraged personas and keyword insight to create topic clusters for each industry solution page to ensure that site visitors were nurtured with relevant topics and content resources and presented with compelling engagement options.

Create an email nurture campaign around demo request submissions
To take some of the burden off of the sales department, New Breed created an automated email nurture campaign in HubSpot around their demo request submission form. The campaign was meant to help educate, nurture and qualify contacts to prime them for a sales call and increase the likelihood that they would follow through with booking a meeting. The sequence was triggered when the contact submitted a demo request form (so sales reps were no longer responsible for manually sending emails and nurturing contacts) and consisted of five emails, spaced at five-day intervals, to give reps a larger time window before reaching out.