July Update
Periodically, we would like to share some of the larger projects we are working on that we believe will have a significant impact on Pace. So, what’s marketing up to? In between your requests, we are working on the following 4 key initiatives:
What we’re working on
We finalizing the integration between HubSpot, our marketing automation tool, and Salesforce. This will allow us to easily sync and update contacts between the two systems.
What this means for you
Our workflows (campaigns) in Hubspot will qualify new marketing leads and automatically assign them to the proper AE in Salesforce to further qualify and if appropriate, convert to an opportunity. Get ready for better leads, more often.
When will this be ready?
We are working to have the ability to sync contacts by the end of August. Until we are able to report on qualified leads generated, here are some early stats from HubSpot on our website landing page forms submissions and HubSpot-generated emails.
What we’re working on
Pace has acquired the PFAS.com domain! PFAS testing and analysis is a growing program within Environmental Specialty Services. Our team is working on developing this site to both educate and generate demand for our services.
What this means for you
This site will be packed with more search-engine enticing content that is personalized for the user, based on segment, PFAS source, and more. For Pace, it means better informed and more qualified leads for PFAS services.
When will this be ready?
We purchased the domain at the end of April. We’ve since been designing the architecture for the site and have started developing content. Our goal is to go live in August.
Below is a link to our new PFAS eBook, targeted to municipalities. This eBook will be available from both PFAS.com and our pages on Pacelabs.com as a gated download (visitors need to submit contact information to receive the eBook).
What we’re working on
Pharmaceutical, manufacturing, and other organizations with internal laboratories are beginning to resume production following reductions due to COVID-19. This presents an opportunity for the Scientific Professional Services (SPS) Division of Pace Analytical to provide scientific staffing services as these businesses ramp up.
What this means for you
Marketing and the SPS staffing team are partnering with an outside agency to develop a marketing campaign for Staffing services. They’ll create assets such as landing pages, videos, SEO, emails, presentations, and digital ads. We’re working with an agency because there is an urgent need to quickly capitalize on this window of opportunity.
When will this be ready?
We will begin rolling out campaign elements this month. First, the team is working on competitive messaging strategies and sub-branding elements. The objective is to clearly distinguish Pace in a crowded market to generate more demand.
This will be an ongoing campaign that we will build in Hubspot, our marketing automation system. Our goal is to move up and to the right of our competitors.
What we’re working on
Pace is the first commercial lab to test wastewater for SARS-COV2, the virus responsible for COVID-19. To launch this service, our team is developing new content, email campaigns, social posts. We have also engaged with various water associations to get eBlasts and digital ads to their members.
What this means for you
Expect more marketing-qualified leads for this new capability! And take pride in being part of a company that is supporting the fight against COVID-19.
When will this be ready?
We have already posted on social channels and sent out some of the email blasts – and received a good response so far. The ads and eBlasts will begin to run mid-July.
Thanks for reading! Please reach out if you have any questions at marketing@pacelabs.com.