How a Specialist Training Provider Streamlined Their Marketing and Contact Management with HubSpot

Industry

Training & Professional Development

Challenge

The client’s CRM was disorganised and lacked clear segmentation, making it difficult to run targeted marketing campaigns. With multiple audience types and limited resources, they needed a simple way to deliver the right message to the right people and onboard new contacts effectively.

Results

Marketing communications became more relevant and efficient thanks to clear segmentation and automated workflows. The team saved time, improved their engagement with contacts, and maintained a cleaner, more actionable CRM without additional manual effort.

Key Product

Marketing Strategy, Events Automation, Marketing Automation

“Rather than doing one email blast to everyone, we helped them structure segments so each group received messaging that matched what they actually cared about.”

Anna Drogon

Implementation Lead - AutomateNow

About our Customer

The client is a small, independent training provider offering development programmes for both individuals and organisations. Their work focuses on personal growth, workplace wellbeing, and professional coaching. With a lean team and a growing contact base, they were looking to improve how they engaged their different audiences. While they’ve since moved on from HubSpot, their time with the platform helped establish more structured, effective marketing processes.

The Challenge

A boutique learning and development provider offering both individual and corporate training programmes approached AutomateNow to help improve how they managed contacts and promoted upcoming courses.

Their CRM was full of unstructured data, their marketing efforts were broad and untargeted, and they lacked a clear way to onboard new leads. With a lean team and multiple audience types, they needed a system that could do more of the heavy lifting, without adding complexity.

Summary of Challenges

Delivering more personalised and relevant marketing communications
Promoting programmes to specific audiences without manual segmentation
Creating an efficient onboarding flow for new contacts
Supporting a small team with scalable, automated processes
Organising a cluttered and inconsistent CRM

The Solution

AutomateNow began by helping the client clearly define their main audience types. These included individuals, professional coaches, employees within larger organisations, and managers or business owners purchasing group training. Each segment had different needs, goals, and communication preferences.

Using this segmentation, the contact database was categorised accordingly, allowing the client to send the right message to the right people.

“Rather than doing one email blast to everyone, we helped them structure segments so each group received messaging that matched what they actually cared about.”
— Anna Drogon, Implementation Lead -AutomateNow

From there, a promotional campaign for a flagship programme was built using a single HubSpot workflow. It ran for eight weeks, with tailored emails sent based on contact type and response behaviour. If someone engaged, they’d receive further communications. If not, they were paused, keeping outreach relevant without overwhelming the audience.

In parallel, Anna and the team at AutomateNow built a lightweight onboarding system to welcome new contacts. Each week, the client could review new additions and choose whether to enrol them in a short welcome series. With just one click, new leads were added to a two-week email flow introducing the business and what they offer, before being moved into the regular monthly newsletter list.

“It gave the team confidence that every contact had been welcomed and categorised, instead of floating around forgotten in the CRM.”
— Anna Drogon, AutomateNow

This approach not only helped improve marketing performance but kept the contact database clean and usable, something that often gets overlooked in fast-moving teams.

The Results

With segmentation and automation in place, the client was able to manage their marketing and CRM far more effectively, without relying on complex systems or time-consuming manual work.

Targeted marketing: Different audiences received messaging tailored to their needs and interests
Simplified onboarding: Every new contact was welcomed consistently, ensuring no one was missed
Improved campaign control: Smart workflows adjusted messaging based on user engagement
A tidier CRM: Contacts were properly segmented, making future campaigns easier to plan and send
Confidence and clarity: The team felt more in control of their outreach and data