
Today, Calian has a new website that satisfies their unique UX needs having such diverse audiences, tracking analytics properly installed with Google Tag Manager and Hubspot, as well as Hubspot fully implemented as the company wide CRM and marketing automation tool.
Calian is a large B2B/B2G professional services company, publicly traded on the Toronto Stock Exchange. When I started with Calian in early 2019, they had a Drupal 7 website that had been somewhat neglected and had technical issues, and the design and content were overall unimpressive, and not representative of a strong brand with an umbrella of highly specialized solutions. They were also lacking a social media strategy, appropriate analytics tracking, marketing automation and a modern CRM solution.
I was hired as a Digital Strategist for the corporate head office. Initially, I took inventory and explored the environment, tools and analytics available to them and prepared a report showcasing the current situation, and a proposal for what should be changed and implemented.
My first major recommendation was that they invest in a new website. One that would support their growth strategy and could serve as a solid scalable foundation for their four division structure. I was responsible for hiring an agency, and managing the project, helping to guide approvals for strategy, design, wireframes, content and integrations.
Additionally, the company was looking into getting a new CRM tool, and I suggested that they consider one with a professional marketing toolkit and automation features. I worked with the Director of Information Systems, Director of IT, Manager of Applications and Chief Information Officer to demo, evaluate and choose between Microsoft Dynamics, Salesforce and Hubspot. Hubspot was selected and I was on the implementation team, mostly responsible for building marketing campaigns, email marketing, MQL scoring, automation and reporting dashboards.
Furthermore, I helped guide a brand refresh, content and social media strategy, and managed their Google and LinkedIn paid media campaigns.
Today, Calian has a new website that satisfies their unique UX needs having such diverse audiences, tracking analytics properly installed with Google Tag Manager and Hubspot, as well as Hubspot fully implemented as the company wide CRM and marketing automation tool.
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This customer was running lead generation campaigns that fed the leads into their custom-built CRM, to be contacted by call centre staff. The call centre reps would then convert the leads into sales over the phone, sometimes over several calls. That data would go into the CRM also, but not connected to the original lead. Leads came in via website forms as well as phone calls, so tracking inbound phone call leads was essential as well. They had a call tracking system built by a previous agency that they needed to migrate away from.
The challenge was to be able to feed sales data back into Google Ads so that the campaigns could be optimized to the actual revenue, as opposed to just the CPL. The call tracking also needed to be migrated to another platform.

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