How did we do?
As the training division of the well-established, highly renowned British charity, British Red Cross Training are leaders within their industry. When it came to marketing themselves, they were looking to build a predictable pipeline of leads from their website, for both First Aid and Mental Health and Wellbeing training. Additionally, through working with the BRCT sales and support teams, we also discovered a need in the business to implement self-support and AI to reduce the number of enquiries needing to be handled by the support team.
With a clear, detailed plan mapped out, Axon Garside worked alongside Iva Dulkova, Digital Manager to implement HubSpot Professional Marketing and Sales, with the goal to better manage their pipeline and start seeing short-term results. Alongside this, Axon Garside also developed new content aligned with the First Aid and Mental Health and Wellbeing buyers’ journeys, and developed a new self-service bot, which reduced the number of enquiries needing to be handled by the support team.
As a result of these projects, British Red Cross Training gained 5,200 new leads in the first 8 months of the engagement, and saw 2,300 self service requests come through the site - 83% of which were handled entirely by the automated bot.
registrations for the Mental Wellbeing webinar
new contact downloads of a new ebook in the first 3 months
COVID-19 support enquiries managed online
CTA conversions across the new blog
WHO ARE BRITISH RED CROSS TRAINING?
British Red Cross Training is the training division of the British Red Cross, and offers a range of training courses including first aid, health and safety, mental health and online training. Their work supports the British Red Cross’ aim to save lives, prevent and reduce suffering, and increase wellbeing and resilience.
Being such a reputable organisation, British Red Cross Training were keen to expand their marketing efforts beyond their already skilled in-house team, in order to enhance their website, and improve their customers’ experience.
WHY DID BRITISH RED CROSS TRAINING CHOOSE AXON GARSIDE?
When it came to choosing an agency, flexibility to meet the needs and goals of various departments within British Red Cross Training and the skills needed to work with both in-house marketing teams and other external agencies was vital. Iva’s own level of experience and knowledge of HubSpot meant that she wanted real marketing and sales expertise to call upon and challenge her own ideas - something she really valued.
Additionally, our expertise in the sales, service and marketing elements of HubSpot made us the perfect choice for the organisation who wanted to leverage the platform to their advantage. From the development of the self-service bot, to the extensive creation of content - British Red Cross Training received a fully-rounded, comprehensive package from Axon Garside.
"Axon Garside has been key to helping Red Cross Training make the best use of our investment in HubSpot and achieving a significant uplift in our digital marketing results. This year they have already supported us in campaign development and execution, website design, specification and build of our self-service Bot and implementation and training in use of the HubSpot Growth Suite."
Marketing Manager at British Red Cross Training
WHAT WERE BRITISH RED CROSS TRAINING’S MAIN CHALLENGES?
Digital Manager Iva Dulkova’s key strategy was to digitise the BRCT’s communication, customer support and lead generation programmes.
The organisation wanted to create a predictable pipeline of opportunities and new customers. Attracting more prospects at the top of the funnel and improving visitor to contact conversion rates at every stage was therefore key. It was also clear that potential course bookings were being lost because there was a high drop-out rate from the online Course Finder and booking tool.
Against this background, the impact of Covid-19 meant the organisation needed to switch focus to their Mental Health and Wellbeing courses as quickly as possible.
How did Axon Garside approach this challenge?
Throughout our time working with British Red Cross Training, Axon Garside helped the organisation become familiar with the HubSpot Sales and Marketing software. When it came to assisting with the Covid-19 campaign for Mental Health and Wellbeing, the extremely tight deadline meant Axon Garside had to act quickly - and we did.
This included proposing and helping to run an educational ‘round-table’ webinar that provided high quality, free of charge information to employers and employees wanting to know more about the impact of Covid-19 on both businesses and individuals and how to support mental health and wellbeing. This webinar was promoted through various assets prior to the event, including emails, blogs, downloads and interactive quizzes. The creation of an opt-in database of people whose organisations could benefit from further support and training meant the British Red Cross Training team were able to see more opportunities as a result.
WHAT WERE THE RESULTS?
In just the first 3 months 847 new contacts were generated through the First Aid content campaign and the ebook downloads
Due to the implementation of HubSpot Marketing and Sales, the organisation now has the means to effectively manage their pipeline, and follow up on interactions almost immediately - ensuring a better, more attentive customer service. This was also made achievable by the development of the intuitive self-service bot, which had over 16,500 engagements in the first 6 months of going live, and meant that visitors could be instantly directed to a course that would suit their individual requirements, or get immediate support around issues presented by COVID-19.
The Mental Health and Wellbeing during COVID-19 project was a huge success, with 2606 registrations for the webinar as a result of the promotional material. The previous development of the self-service bot meant that 1853 of those Covid-19 support enquiries could be managed easily online, and the organisation were highly impressed with the results of the campaign.