How Operatus Accelerated Work & Co’s New Growth Marketing Vision into Reality
New York
Location
Design and Technology
Industry
400
Employees
When Work & Co launched their new growth function, they needed expert support to choose the right Martech tools, set up lead generation processes, and ensure growth efforts worked seamlessly with other departments. Operatus worked closely with Work & Co to set up a scalable system in Hubspot for generating leads, personalizing nurture outreach and integrating growth marketing with the rest of the company.
Product Mix
- Salesforce Sales Cloud
- Hubspot
Challenge
Work & Co is a digital product consultancy that focuses on strategizing, designing, and launching engaging online experiences for their clients.
Since its founding a dozen years ago, the company had a solid stream of incoming leads, attracting more opportunities than they could handle. Because of that, they were careful around setting up lead generation mechanisms, and didn’t prioritize the tech or infrastructure to support it.
Salesforce Sales Cloud helped to keep track of incoming leads and new sales opportunities. But, when the company began to scale more significantly, they started building out a growth function and looking for ways to tap into outbound opportunities. The need emerged to pivot to a new full-fledged marketing system to attract and nurture new prospects.
Since they previously had success with a sales automation program at Work & Co, the new growth marketing team turned to Operatus for help building its marketing operation foundation.
Solution
Work & Co started by searching for vendors that could provide their marketing team with the right tools to support their outbound initiatives. Operatus guided the team through the process, helping weigh the pros and cons of different products. They ended up choosing HubSpot, and Operatus even assisted during negotiations to ensure they got a great deal.
Once they picked the tool, the real work began. Along with Operatus, they had to build a new system to take leads from being just interested to becoming real opportunities.
To quickly set up a solid demand generation engine, the team broke everything down into smaller tasks. Here’s what they did:
- Built the foundations for a widely published newsletter: The Work & Co growth team wanted to connect with their existing base, so they launched a new newsletter packed with carefully chosen content to keep readers engaged.
Operatus helped them create an email system with templates, making it super easy to put together new editions. They also focused on segmenting their audience to ensure they were reaching the right customers and set up compliant opt-in systems for subscribers. - Repeatable landing page templates: To capture leads from their various ads, the team needed personalized landing pages. Operatus helped them set up a template that allowed them to quickly create tailored pages that matched Work & Co's brand style whenever they kicked off a new campaign.
- Setting up nurture sequences based on behavior: After they started capturing leads, Operatus got to work on automating follow-ups. They put together systems that adjusted the communication depending on how prospects interacted with Work & Co and where the leads came from, ensuring that messages were relevant.
- Automating lead scoring and handoff: As the newsletter and landing pages brought in leads, Operatus implemented automated lead scoring and routing. This meant that promising leads were quickly sent to the right department for follow-up. They connected workflows in HubSpot and Salesforce, making it easy for marketing, growth, and sales teams to turn those leads into opportunities.
Impact
At Work & Co, scaling growth without losing the personal touch was a major goal. With Operatus stepping in to optimize their Martech systems, they built smarter workflows, stronger connections with prospects, and a way to reach new audiences all while staying on-brand.
Here’s how it came together:
- A hyper-personalized yet scaleable lead nurturing engine: With automated engagement kicking in the moment a lead enters the system, Work & Co could instantly connect with prospects without having to reach out manually. This made it easy to scale outreach while keeping everything timely and relevant.
- An award-winning newsletter that drives results: Leveraging Operatus’ easy-to-use templates and audience targeting, Work & Co revamped its newsletter into an award-winning content engine that delivered. Open and clickthrough rates shot way above industry averages, and reached new audiences.
- Better teamwork and visibility for managing leads: With Hubspot and Salesforce now working together (thanks to Operatus), Work & Co’s growth marketing team can manage leads seamlessly across departments. Leads get nurtured by the growth marketing team and passed to sales at just the right time, keeping everything smooth and efficient.
