Digital Engagement via HubSpotCS Week 2018
Presented by John MeehanMay 2, 2018
ThomasMorris Eli Lilly
Benjamin Harrison
Citizens Energy Group
• Established in 1887
• Public Charitable Trust
• Started by civic leaders, including:
– Eli Lilly, founder of pharmaceuticals co.
– Benjamin Harrison, the 23rd President
Citizens Energy Group
• Gas, thermal energy, water & wastewater service for 800Kpeople in the Indianapolis area.
• Nation's second largest steam &chilled water district.
• DigIndy project to eliminate CSOs, already prevented more than74M gallons of sewage fromentering area waterways.
$2B DigIndy project – a 28-mile long network of 18-foot diameter deep rock tunnels being constructed 250-feet beneath the city.
Strategic Intent
Implement consolidated digital customer interaction platform
+Promote online customer programs via digital channels
+Grow enrollment in online programs 10%
=HubSpot
Solution Overview
HubSpot is a marketing automation platform that includes:
• Email automation (ROI, Constant Contact)
• Social publishing and monitoring (Conversocial, Hootsuite)
• Blog publishing (Engauge, Connection)
• Landing page and Call-to-Action creation
• CRM (salesforce.com)
How We’re Leveraging It
• Aggregating data from our website & contact center
• Creating targeted, segmented campaign lists
• Promoting programs by relevance & pre-qualification
• Building insight around customer interactions & engagement
Project Results
• Enabled 71 targeted email sends vs. 1 with Right-On Interactive
• Rendered Constant Contact, Hootsuite and part of Conversocial obsolete
• Generated $39,000 in cost savings through software consolidation
• Automated email, social media, press release and CSO alert processes
• Facilitated 27% growth in Paperless and 12% in My Account enrollments
• Advanced segmentation and analytics• Detailed campaign reporting• Enrollment tracking to individual account level
Paperless and Alert Enrollments
New Bill FormatSent December 8 and 22
Paperless PromoSent January 24
Pacers PromoSent February 23
Budget PromoSent July and August
Project Results
Landing Pages, CTAs and
Process Automation
Call-to-Action (CTA)
Process Automation
Before:
• Corporate Communications created content in Word
• They added that verbiage to Kentico (CMS)
• Corp Comm manually sent email to media contact list
• They emailed info to User Engagement to post on social
• Corp Comm manually sent email to internal contact list
After:
• Corporate Communications pastes content in HubSpot
Email Marketing and Segmentation
January Promotion• Segment of paper bill accounts
already registered online
• Sent to over 121,000 customers
• Over 1,500 new enrollments
Social Media Publishing
and Monitoring
Dashboards and Reporting