An intricate marketing blend for Casella Family Brands
Casella Family Brands is Australia’s largest family owned wine company, with a growing portfolio of wine brands under their name. Casella has always strived for excellence, which is reflected in the multitude of awards that they have received for their wines. However, in order to continue this excellence, Casella needed to revamp many of their marketing processes that they’d had in place for a long while. This is where we jumped in to help out!
My experience working with the Engaging.io team was fantastic. It wasn't a simple process or migration and they were always willing to help and be flexible. They acted as a true partner throughout the process. I came away from the migration and work with Engaging.io feeling confident and equipped to hit the ground running with HubSpot.
Casella Family Brands was experiencing some issues with reporting as their data was stored across various differing databases. This made some of their data difficult to access and interpret, resulting in processes such as marketing becoming more demanding for them. Since Casella has multiple brands under their name, each with slightly differing requirements, they were looking for a system that could address their various marketing needs for each individual brand, all in one place.
In addition, Casella had recently started to make their sales through Shopify, with each brand having its own Shopify store. The individual store data had to be sorted and stored correctly, so that Casella could perform any marketing off the back of the data.
HubSpot is a powerful CRM tool that could perfectly address each of the individual brand’s marketing requirements. In addition, HubSpot’s new Business Unit feature allows users to manage multiple brands under one portal, so Casella decided it would be the perfect fit. However, they needed some assistance being onboarded onto the platform to get the most value out of it.
What did we do?
Our role was to migrate Casella off their current marketing platforms, plus assist and onboard Casella onto HubSpot’s Marketing Hub which involved multiple steps.
Data migration and Business Units:
We started with gathering customer data from all of Casella’s different brand databases. We then cleaned this data and imported it into HubSpot.
As we cleaned and imported the data, we also set up a separate Business Unit for each one of Casella’s brands. Business Units give HubSpot users the ability to create multiple brands in a shared HubSpot portal across multiple tools.
Once the Business Units were set up and customer data was imported, we ensured that all of the customer data flowed to the appropriate Business Unit. The data import and use of Business Units in HubSpot gave Casella a central place to view all customer data, and provided visibility for the first time on whether a customer was across multiple brands, how marketing impacted their customers, and more.
Shopify and HubSpot integration:
Next, we integrated HubSpot with Shopify through the awesome native HubSpot integration. This integration provided complex customer data and allowed Casella to analyze Shopify data in HubSpot, segment contacts based on products, automate ecommerce campaigns and automatically sync products, contacts, and orders.
Lastly, through a combination of Business Units, previous customer data and Shopify data we were able to set up complex marketing automation. We automated workflows based on certain purchasing criteria, which helped target and re-engage certain contacts. Creating these workflows became quite tricky when combined with multiple Business Units/brands, but we found appropriate workarounds to ensure the data flowed accurately.
How did this help Casella?
Bringing all of Casella’s customer data from each brand into HubSpot helped centralise this data in one easy to access and understand place. Furthermore, connecting Shopify to HubSpot ensured that all future customer data will also be stored in the same place, along with even more advanced metrics from Shopify. In addition, setting up a Business Unit per brand gave Casella visibility over whether or not a customer belongs to multiple brands and the ability to market to a customer based on brand specific metrics.
The combination of all this work gave Casella marketing tools like never before. Now, Casella can market to a customer across the suite of brands, or just use a specific brand. They also have a view of revenue attribution, i.e. what marketing activities were generating revenue. This has really helped Casella market to their customers the way they wanted to!