Baskey Digital & MarketStar: Website rebuild with custom content library

About MarketStar

MarketStar is a global leader in outsourced sales and marketing services, providing comprehensive solutions to accelerate revenue growth for clients across various industries.

Why come to Baskey? 

1) Outdated website

The existing website was not only old but also outdated, lacking the modern functionalities and user experience that are crucial for today's digital landscape.

2) Needed to integrate their site to their CRM 

MarketStar wanted to seamlessly integrate their website with the HubSpot CRM to enhance their operational efficiency and streamline their sales and marketing processes. This integration required a custom solution tailored to their specific needs, necessitating the expertise and skills of a developer specialized in HubSpot.

3) Couldn't find quality work on Fiver or upwork

Marketstar has already searched for developers on freelancing sites and contracted them to do work. Hoewever, after mumtip attempts they found the work was insufficient or lacking. This is when they began searching for a specialised agency. 

"It was about finding a developer that could pick up something and help us finish it but also help us get better at what we do that that is what Baskey did from the beginning"

— Philip Mickey, Vice President of Global Marketing, MarketStar

Key Challenges + Solutions

Despite having a made recent changes to their website using freelance developers, Marketstar were still facing challenges​

Challenge: Organising a displaying their vast content library.

Solution :

We developed an intricate navigation system and created an efficient tagging and organization framework to ensure the right content reaches the appropriate contacts. Their old 'Resources' section became a 'Growth Hub'. 

Challenge: Monitoring online lead activity and segmentation based on interests.

Solution:

We converted all site buttons to HubSpot CTAs for improved engagement tracking, implemented automations to categorize contacts based on their page views, allowing us to effectively group contacts into personas regardless of form data. We also introduced engagement scoring based on website activity. 

All website forms were updated to include relevant data fields with the data formatted correctly for reporting, automations and list segmentation in HubSpot. We introduced progressive profiling to help build the information on each contact record as they navigated through the site.

Challenge: Difficulty in managing their own website content and lack of consistent support. 

Solution:

We crafted a custom theme composed of modules that the MarketStar team can fully edit. This means that even though the site is custom-coded, new pages can be created and maintained without needing to contact Baskey. We empowered their marketing team to manage the site independently.

""We were working with some people on fiver but the work was ... spotty. When we finally made the connection with Baskey we were impressed with their credentials not only when it comes to HubSpot but with their ability to pick up a project mid-stream and not only finish it but really make it better""

— Philip Mickey, Vice President of Global Marketing, MarketStar