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The Opportunity
Dobson Fiber, a leader in telecommunications, faced a significant challenge: their marketing operations were fragmented across multiple platforms, resulting in data silos and inefficiencies. This fragmentation made it difficult to maintain a single source of truth, leading to outdated and inconsistent data that hindered their ability to effectively nurture leads and align marketing activities with business objectives. The pain points were clear:
- Data Silos: Separate systems for marketing, sales, and customer service meant data was scattered, leading to incomplete customer profiles and missed opportunities for personalization.
- Inefficient Processes: Without a unified system, Dobson struggled to streamline operations, resulting in duplicated efforts and wasted resources.
- Lack of Cohesion: Disparate platforms led to inconsistent messaging and a disjointed customer experience.
The Solution
Second Mile provided Dobson Fiber with a comprehensive solution to unify their marketing efforts and address these challenges:
- Integrated CRM Platform: We implemented HubSpot's Marketing Professional tools, integrating Salesforce and CORE to centralize all data sources. This created a cohesive system that eliminated silos and ensured real-time data accuracy.
- Automated Workflows: By setting up automated marketing workflows, Dobson could efficiently nurture leads with timely and personalized communication across multiple channels.
- Custom Data Structure: A tailored data structure was developed within HubSpot to support Dobson's unique business model, facilitating better data management and reporting.
- Comprehensive Training: Extensive training sessions and detailed SOPs were provided to empower Dobson's team to leverage HubSpot's capabilities fully.
The Results
Leads
82% ⬆️ in 6 months
Lead Conversion
499% ⬆️ in 6 months
Team Adoption
100%
Consolidated Tech Stack
37.5% ⬇️ in disparate software systems and technical debt
Second Mile has been a fantastic partner. Every step along the way of implementing HubSpot into our systems as well as onboarding and training has been professional and great. They are very responsive which is important in a partner. We appreciated the expertise they brought to the table and how they handled this big project for us, we are using them again for another big lift!
