Automotive Digital Marketing Case Study: FUSE Autotech

In Q3 2021, FUSE Autotech — a disruptor of the automotive Fintech space that is redefining the car buying process — had completed a $10 million Series A. With this new round of funding secured, and set to drive the expansion of FUSE’s product and R&D teams, attention turned to the company’s digital presence and the marketing arm of the organization.

With eyes on the horizon and with the automotive industry’s most important event of the year fast approaching, the team at FUSE recognized that with a goal of exponential growth, so too comes the need for the digital marketing strategy and infrastructure to support that trajectory.

“Mole Street came up to speed very quickly to learn our business and industry. They have become a valued partner because of their deep understanding of inbound marketing strategy and the HubSpot ecosystem. The team members at Mole Street are ninjas. They are wildly creative and they execute! We have an efficient cadence built with their team. Projects move quickly, the quality is high and we are seeing results. Communication is consistent and thorough. Besides being extremely effective, these people are fun to work with. We laugh a lot too. This is a relationship that gets better every single month.”

Alan Krutsch ─ Director OEM and Industry Relations, FUSE Autotech

With the NADA conference only 12 weeks out, Mole Street’s Growth-Driven Design team took the helm and devised a comprehensive, expedited roadmap, detailing everything from discovery sessions to site launch.

During the web build sprint, the Mole Street team conducted research, audits, and analyses that were critical to the short- and long-term success of the site.

These same discovery efforts also served as the foundational inputs for ongoing strategies to support conference and dealership marketing and technology initiatives well beyond the launch of the site and the end of the conference.

In tandem with the site build efforts, the Content Marketing and Technical HubSpot Consulting teams developed a multifaceted nurture campaign to support FUSE’s pre- and post-conference marketing efforts aimed at laying the groundwork for brand recognition and driving audience engagement.

At the conclusion of the 12-week sprint, the Mole Street team had successfully launched the planned MVP instance of FUSE’s site and deployed the NADA campaign and nurture strategy.

With the momentum of these efforts behind them, the Mole Street and FUSE teams have turned their attentions to laying the cornerstones of FUSE’s digital marketing strategy and driving the incremental quarterly wins that fuel exponential growth.

Growth-Driven Design: All Roads Lead to NADA

In the weeks leading up to the 2022 NADA conference, FUSE worked alongside our Growth-Driven Design and Technical HubSpot Consulting team to standup a brand new website and support FUSE’s marketing team in efforts related to lead generation and building brand awareness before, during, and after the event.

To lay the foundation for the phase one website (as well as future site iterations and an ongoing content marketing strategy), Mole Street conducted a series of in-depth analyses and audits examining a variety of factors including FUSE’s existing digital footprint, target keyword opportunities, and the larger competitive landscape.

These efforts, paired with knowledge provided by FUSE’s internal marketing team, allowed for the sitemap and initial CTAs and conversion paths to be finalized.

9,000

Sessions generated

1,304

Contacts influenced

9

New deals

$113,870

Influenced revenue

Technical HubSpot Consulting

From the beginning of the engagement the goal was clear, deepen the use case for their HubSpot technology set. We focused on Marketing and Sales Hubs creating more advanced automations, specifically for email marketing efforts.

In addition, we’ve aligned with their Sales leadership to train and optimize Sales Hub. Clean up and segmenting lists, contact segmentation, data analysis on engaged contact, providing lead scoring system in constant optimization to maximize efforts of their Sales team. Helping their growing Sales team become more efficient with Sales Hub and Sales activities. Regular reporting so that Sales leadership can report to C-suite on Sales team progress and success.