Growth-Driven Design: All Roads Lead to NADA
Client: FUSE Autotech
12-Week Website Sprint + Enterprise HubSpot Implementation and Organic Content Strategy for Automotive Fintech
FUSE’s award-winning technology streamlines the car buying, selling, and financing process, helping retail automotive dealerships realize greater profitability and customer satisfaction.
MVP site launch: 12-week sprint
Comprehensive competitor analysis
Quarterly Strategy, ongoing
Organic + technical SEO strategy and implementation
Content audit + quarterly plan
Content production + design + publishing
Reporting in HubSpot + Google Analytics
Technical HubSpot Consulting
Enterprise HubSpot portal implementation
Email nurture workflows
Marketing automation infrastructure
Custom reporting dashboards
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.
FUSE engaged Mole Street with two key objectives:
- Launch a new website capable of supporting FUSE’s debut at the 2022 NADA conference, happening in less than 12 weeks.
- Leverage HubSpot and incorporate ongoing Content Marketing and Growth-Driven Design support to set the foundation of FUSE’s long-term digital marketing strategy.
“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.”
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 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.
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.
As design and content for the new site fell into place, the Technical HubSpot Consulting team turned its attention to reporting infrastructure and the pre- and post-conference nurture sequences.
With support from the Content Marketing team, NADA campaign efforts kicked off with automated email nurture sequences promoting newly developed premium assets. The email campaign resulted in:
Content Marketing: Building a Marketing Engine to Drive Growth
With a lead-generating website in place and a brilliant industry debut behind them, the teams at Mole Street and FUSE turned their attention and efforts towards establishing a messaging framework, expanding and optimizing the site, and creating a marketing engine capable of driving FUSE forward.
Leveraging the work done during the initial discovery sessions and audits, the Content Marketing and Growth-Driven Design teams prepared a 90-day strategic roadmap with several key mile markers:
- Establish a messaging framework
- Implement the next round of iterative changes to the website to support key organizational goals, including hiring and recruiting
- Lay the groundwork for high-value organic keyword gains
- Drive organic traffic to the site
- Continue building the reporting framework needed for long-term marketing revenue attribution
To support these goals, the next 90-day strategy included a variety of assets and deliverables, each designed to support aspects of the strategy.
These assets included a formalized messaging framework, thought leadership “Q&A” styled articles with top voices at FUSE, pillar pages and supporting articles, gated assets, and expanded design and development of key site pages.
In addition, Mole Street’s Growth-Driven Design team developed a visual system to support the existing brand guidelines (which included logos, fonts, and color palette) with iconography, curated stock photography, and other graphic elements.
The end result— a unique and unmistakably “FUSE” look and feel.
Technical HubSpot Consulting