About
NephCure Kidney International is a non-profit organization focused on accelerating the research and education related to nephrotic syndrome. As the leading organization advocating for developing new drugs and procedures for treating Nephrotic Syndrome, they are committed to supporting and facilitating basic science and translational research related to Nephrotic Syndrome.
Challenges
Nephcure was using Salesforce as their CRM, but they were having difficulties implementing it within their organization. In addition, they needed help with their employees to adopt the Salesforce Non-Profit Success Pack, so they contacted OBO to help them. OBO started by understanding Nephcure’s business processes and learning the requirements they needed to function efficiently. Next, OBO conducted several interviews and formed user stories to map out the implementation process.
Solutions
OBO’s engagement with NephCure Kidney International included a complete business process interview to understand inefficiencies in how the team was currently using Salesforce. The organization had previously experienced adoption issues across the board because of the lack of usability. After OBO reviewed the existing infrastructure, they identified opportunities for improvement, optimized their Salesforce instance and integrations.
First, OBO migrated 20,000 contacts to Salesforce and then created a constituent-level structure to segment Nephcure’s contact base to identify the level of engagement each contact person has with the organization. Once they finished organizing and segmenting the contact base, OBO created customized automations for each segment. For example, they enrolled donors to Nephcure’s marketing tool to send out personalized messages dependent on the donor engagement level. OBO automated workflows for recurring donors to receive customized emails dependent on actions they took on Nephcure’s website. Lastly, OBO created a process and programmed Salesforce to follow up with major donors and provide personalized thank-yous for their engagements. Also, when patients sign up for Nephcure through landing pages and newsletter sign-ups, they are automatically enrolled in the email drip campaign that OBO created.
After setting up all the workflows, reports, and automations, OBO conducted several training sessions with Nephcure’s employees to keep them up-to-speed regarding the new business process and system. In addition, OBO provided step-by-step documentation to help Nephcure’s teams understand the different features and capabilities of Salesforce and how they can effectively navigate them. The documentation thoroughly explains all the various aspects of the system and acts as a guide for anyone in the organization.
After setting up the Salesforce instance of Nephcure, OBO then integrated HubSpot into it to boost their marketing efforts. Next, OBO set up their HubSpot instance and created all the field types to migrate contacts to and from Salesforce, including the segmented contact lists. They also organized the deals and companies that Nephcure had and customized their deal pipelines and stages. Nephcure conducts several webinars for their constituents, so OBO set up HubSpot’s video hosting and management feature and integrated Zoom to HubSpot.
OBO then provided various training sessions with Nephcure’s employees to ensure that they adopt HubSpot. In addition, OBO provided best practices along with documentation on every feature and its capabilities. Here are the following features that OBO covered to help Nephcure boost its marketing efforts:
Contacts
- Creating contacts
- Editing contact records
- Adding contacts to a company
Companies
- Creating companies
- Editing company records
Deals
- Setting up and customizing their deal pipelines
- Editing deal stages
- Customizing their deal stage properties
- Creating deals
- Associating deals with companies
- Editing deal fields
Managing Properties
- Creating custom properties
- Viewing and editing properties
- Cloning, moving, or deleting properties
- Restoring deleted properties
- Exporting properties
- Creating and editing property groups
- Creating calculation properties
Attaching Documents to Records
- Sharing documents to a contact
- Creating shareable links
- Adding documents to email templates
- Managing documents
HubSpot-Salesforce Integration
- Importing Salesforce records
Emails
- Managing marketing email account settings
- Configurations
- Footer, size, font, and colors
- RSS email date format
- Default values for personalization
- Managing unengaged contacts
- Compliance copy email
- Double opt-in
- Subscription types
- Tracking
- SMTP
- Setting up their CAN-SPAM email footer information
- Connecting their email sending domain
- Setting up email subscription types
Creating Marketing Emails
- Using email templates
- Using email editor
- Creating automated email templates
- Best practices for HubSpot email
- Creating calls to action
Contact Segmentation
- Creating lists
- Creating active Lists
- Creating Static Lists
- Navigating filters
Workflows
- Enrollment triggers
- Workflow actions
- If/then logic
- Testing
- Performance
Campaigns
- Assets
- Creating campaign action
Forms
- Explaining the difference between Formstack forms and HubSpot Forms
Landing Pages
- Creating page, email, and blog templates
- Creating new templates
- Structuring and customizing templates
- Previewing and publishing templates
Creating and Monitoring Social Media Posts
- Connecting Facebook or Instagram to HubSpot
- Connecting a Twitter Account
- Connecting a Linkedin account
- Connecting a Youtube account
Getting Started with HubSpot Ads
- Setting up
- Creating
- Tracking and lead syncing
- Ad reporting
SEO with HubSpot
- Creating and analyzing ad campaigns
Reporting
- Creating custom reports
- Different types of custom reports
- Specific marketing reports
Optimizing Email for Mobile Viewing
- Using a responsive email template
- Reducing image file sizes
- Increasing the size of links and CTA’s
- Previewing emails on mobile devices
Creating Live Chat
- Building welcomes messages
- Targeting audiences
- Customizing live chat
- Options
HubSpot Blog Tools
- Settings
- Posts
- Listing Pages
- Dashboards
- Subscription
Adding and Editing Their Account Currencies
- Getting started
- Adding new currency
- Managing existing currencies
HubSpot ABM Tools
- Activating ABM tools
- Updating ABM information
- Creating ABM properties
- Targeting specific accounts
- Viewing recommended accounts to target
- Making contact and company lists
- Creating ads for your target accounts
- Working with target accounts
- Using Slack integration
- Zoom Webinar Integration
- Initial setup
- Creating landing pages
- Creating registration forms
- Creating Zoom webinars
- Creating HubSpot workflows
Nephcure’s employees are now using Salesforce and HubSpot religiously for customer relationship management and marketing efforts. OBO supported and guided Nephcure with their Salesforce and HubSpot instances, and they are now fully aligned with their business processes. In addition, OBO provides continued ongoing support to ensure Nephcure’s long-term team and system success. Nephcure provided a fantastic review of OBO, and here is what they have to say:
“Amazing support, know-how, and project management: We have been working with obo. since May and plan to continue working with them on an ongoing basis. Having worked with lots of outside vendors in the past, I’m impressed with their ability to embed themselves into our systems and develop solutions that make sense for us. On the technical side, we’ve been working primarily with Reed Iandolo, and it’s been like having another staff member on our team. We’re able to make progress quickly and efficiently and tackle some issues that have been holding us back for years. So thrilled to have found them and would absolutely recommend their services to other non-profits.” -Nephcure International