Brenda Villalobos
User Experience Design & Lead Generation Campaign
HubSpot Pathway
Project Info
Year
Fall 2022
Work
Design
Development
HubSpot
User Experience
Lead Generation Campaign
About HubSpot Pathway
CI Solutions has a HubSpot Pathway where I was trained to use HubSpot tools to create a lead generation campaign for a business as a simulation. I used HubSpot's workflow, intake form, landing page, and email automation tools to segment leads.
The Problem
Since my client is a B2B and a B2C garden design landscape company, I had to choose whom I wanted to segment to gain leads. At the time, I had no idea how to create a workflow from scratch.
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The Outcome
I was excited to learn new skills in this project since I had never done a workflow, and this was the first project in that I utilized HubSpot for landing pages and intake forms.
Before developing the deliverables, I audited the client's business website to look at the weaknesses, strengths, and opportunities. This gave me a better idea to reference when producing the deliverables and who to segment.
Once I had a better idea of what problems I was facing. I decided to segment homeowners for the lead generation campaign.
Through this pathway, I learned through presentations that my account manager has prepared for my team and watched videos and readings from HubSpot Academy.
I thought about the user experience through the touchpoints and processes as I created a wireframe for the landing page. I made a simple layout for homeowners that want a low-maintenance garden due to their time and ability.
Using the wireframe, I constructed the landing page using HubSpot and added two call-to-action.
To receive leads, I created an intake form asking for customers' contact information and a segmentation question asking the customer what service they want to know more about. I attached the intake form to my landing page, and it was time for me to create a workflow and the automated email.
In my workflow, I wanted customers to complete the form to receive an automated email. It would be more efficient than manually sending one. If a customer selects a service or more, they will receive a personal email regarding what they chose.