The BotaniCo Group, a leading group purchasing organization (GPO) serving the cannabis and hemp industry, sought to optimize their marketing operations and streamline customer acquisition. To achieve this, they required the implementation of HubSpot Marketing Professional and the development of a comprehensive go-to-market (GTM) strategy.

The project encompassed a deep dive into BotaniCo’s marketing and buyer personas, followed by the creation of a tailored content strategy, content offers, blog posts, a website strategy, and detailed customer journey maps. These assets were designed to effectively segment, nurture, and convert both members and suppliers.

Custom workflows were implemented to enhance lead conversion efficiency, accelerating their progression through the sales funnel. Additionally, lead scoring was introduced to refine lifecycle stages and target high-potential prospects. The overarching goal was to establish a robust marketing operation foundation using HubSpot.

1. Implement HubSpot Marketing Professional: Integrate and configure HubSpot’s marketing automation platform to centralize and streamline marketing activities.

2. Develop GTM Strategy: Craft a comprehensive go-to-market strategy aligned with BotaniCo’s target audience and business objectives.

3. Optimize Lead Conversion: Implement custom workflows and lead scoring to improve the efficiency and effectiveness of lead nurturing and conversion.

4. Enhance Content Marketing: Create a content strategy, content offers, and blog posts that resonate with BotaniCo’s target audience and drive engagement.

5. Refine Website Strategy: Develop a website strategy that aligns with the overall marketing goals and optimizes the user experience for lead generation.

The implementation of HubSpot Marketing Professional and the development of a GTM strategy empowered The BotaniCo Group to streamline their marketing operations and improve customer acquisition. The custom workflows, lead scoring, and targeted content strategy resulted in more efficient lead nurturing, faster conversion rates, and a stronger overall marketing performance.