Aligning Marketing and Sales to Improve the StaffScapes Customer Journey

StaffScapes, a leading provider of customized human resources, payroll, and employee benefits solutions, supports businesses of various sizes by simplifying operational complexities. Focused on engaging decision-makers such as CEOs and Presidents, the company faced significant challenges in effectively nurturing its leads. It struggled with limited visibility into the customer journey and lacked automated tools to manage lead interactions. To address these issues and enhance its sales outreach and lead organization, StaffScapes partnered with OTM for a comprehensive overhaul of its processes.

Check Out The Results
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THE PROBLEM

StaffScapes required a system to map the journey of its leads from prospect to customer. The existing tools lacked the capability to provide insights into lead statuses or the necessary next steps to move them forward. This gap in sales and marketing alignment hindered the company’s ability to effectively nurture leads and close deals. The urgency to resolve these inefficiencies stemmed from a growing need to streamline processes and improve conversions.

THE SOLUTION

Customized Approach

OTM’s approach began by mapping StaffScapes’ specific audience and sales current state, and future needs. Unlike a one-size-fits-all strategy, OTM created a tailored solution by integrating Apollo for prospecting and HubSpot for marketing. These tools bridged the gap between sales and marketing, ensuring both worked cohesively to achieve unified goals.

Prospecting Integration

Apollo, a sales intelligence and engagement platform, was implemented to refine lead generation and qualification processes.

Email Automation

Templated sales emails were developed for faster outreach.

Hubspot Utilization

HubSpot was leveraged to enhance visibility into the customer journey and automate next-step actions.
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Collaborative Development

OTM engaged closely with StaffScapes, creating visual process maps and conducting step-by-step walkthroughs to align the tools with the sales team’s workflow. Training sessions ensured the team could effectively use Apollo and HubSpot to their fullest potential.

Overcoming Obstacles

Challenges such as outdated prospect information and spam influx were systematically addressed. OTM trained StaffScapes on using LinkedIn via Apollo to locate updated contacts and implemented robust spam filters within HubSpot to enhance productivity.

RESULTS

Outcomes

  • Improved clarity on effective marketing activations.
  • Enhanced visibility for prioritizing sales and marketing efforts.
  • Better systems to nurture both prospects and existing clients.

Key Performance Indicators

  • 43.75% increase in contacts in Q3 compared to Q2.
  • 100% increase in contacts from paid social in 2024 compared to 2023.
  • 600% increase in contacts from referral sources in 2024 compared to 2023.
  • 42.34% increase in email open rates in 2024 compared to 2023.
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