Overview
Digital Media Academy was at a pivotal moment, shifting from a B2C STEAM camp provider to a B2B model focused on empowering schools globally with STEAM curriculum, consultation, and community. To support this transition, we overhauled their operations, migrating from eCommerce to a B2B agency sales model, with HubSpot set up as a centralized CRM to manage the sales pipeline. At the same time, a brand overhaul and new website were launched to reflect DMA’s new market positioning. A bi-weekly STEAM newsletter and Speaker Series Podcast were also created to build engagement and expand their B2B reach.
The Challenge
Digital Media Academy was facing significant hurdles while shifting from B2C to B2B:
- Disorganized Information: Data was spread across various platforms, making it difficult to consolidate and track leads, clients, and vendors.
- Frankenstein System: The existing CRM system was a patchwork of disconnected tools that needed to be replaced with an intuitive, centralized solution in HubSpot.
- Multiple SaaS Integrations: The new system needed to integrate seamlessly with platforms like Matrix LMS, WordPress, and MailerLite.
- Complex Sales Pipeline: The new B2B model required building a robust sales pipeline in HubSpot to manage leads and track prospects across different stages of the sales journey.
- Tight Timeline: With upcoming programs on the horizon, the transformation needed to be completed swiftly, with no room for operational downtime.
- Brand Realignment: A new brand identity and website were needed to better communicate DMA’s new focus on B2B.
The Solution
To tackle these challenges, a comprehensive solution was implemented:
1) Operational Overhaul & CRM Development:
With our partners at Roadmap, our team oversaw a full-scale migration from Salesforce to HubSpot, creating a centralized system to manage the entire sales pipeline and operational needs. This allowed DMA to phase out eCommerce and streamline sales through a CRM tailored to a B2B agency model.
2) Automated Workflows:
Over 100 automated workflows were developed in HubSpot to manage lead generation, sales processes, and customer support, ensuring the pipeline moved smoothly without manual intervention.
3) Brand Overhaul & Website Development:
The new corporate brand guide and website communicated DMA’s new market position. A fresh LinkedIn content plan was developed, along with a STEAM newsletter and a Speaker Series Podcast to grow the brand’s presence in the B2B market.
4) Growth Marketing Strategy:
A growth marketing plan was launched, leveraging multi-channel marketing campaigns across LinkedIn, Instagram, and YouTube, increasing brand awareness and generating interest in DMA’s STEAM curriculum and membership community.
The Results
- Streamlined Sales Pipeline: HubSpot became the single source of truth for managing leads and sales in the new B2B agency model.
- Automated Workflows: Over 100 workflows automated key processes, saving over 250 hours in manual effort.
- Revamped Website: The new website attracted 10,803 sessions and 8,036 new users within the first 6 months, driving significant traffic.
- Brand Engagement: The STEAM newsletter reached 43,000 active subscribers, with a 37% open rate and 3.8% click rate. The Speaker Series Podcast averaged 400 sign-ups and 150 attendees per episode.
- Increased Brand Visibility: Multi-channel marketing resulted in 278,122 impressions and increased interest in DMA’s B2B offerings by 20,286 interactions.
- LinkedIn Stats: 250 impressions per post with a 20.08% engagement kept DMA top of mind for key audiences
Conclusion
The shift from B2C to a B2B agency sales model was more than a pivot—it was a full-scale transformation of Digital Media Academy’s operations and market approach. By implementing HubSpot as a centralized CRM, streamlining the sales pipeline, and integrating key platforms, the groundwork was laid for long-term scalability. Combined with a brand overhaul, a fresh website, and an engaging content strategy, DMA was positioned for long-term success in the B2B EdTech market.
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