Digital Engagement via HubSpotCS Week 2018

Presented by John MeehanMay 2, 2018

ThomasMorris Eli Lilly

Benjamin Harrison

Citizens Energy Group

• Established in 1887

• Public Charitable Trust

• Started by civic leaders, including:

– Eli Lilly, founder of pharmaceuticals co.

– Benjamin Harrison, the 23rd President

Citizens Energy Group

• Gas, thermal energy, water & wastewater service for 800Kpeople in the Indianapolis area.

• Nation's second largest steam &chilled water district.

• DigIndy project to eliminate CSOs, already prevented more than74M gallons of sewage fromentering area waterways.

$2B DigIndy project – a 28-mile long network of 18-foot diameter deep rock tunnels being constructed 250-feet beneath the city.

Strategic Intent

Implement consolidated digital customer interaction platform

+Promote online customer programs via digital channels

+Grow enrollment in online programs 10%

=HubSpot

Solution Overview

HubSpot is a marketing automation platform that includes:

• Email automation (ROI, Constant Contact)

• Social publishing and monitoring (Conversocial, Hootsuite)

• Blog publishing (Engauge, Connection)

• Landing page and Call-to-Action creation

• CRM (salesforce.com)

How We’re Leveraging It

• Aggregating data from our website & contact center

• Creating targeted, segmented campaign lists

• Promoting programs by relevance & pre-qualification

• Building insight around customer interactions & engagement

Project Results

• Enabled 71 targeted email sends vs. 1 with Right-On Interactive

• Rendered Constant Contact, Hootsuite and part of Conversocial obsolete

• Generated $39,000 in cost savings through software consolidation

• Automated email, social media, press release and CSO alert processes

• Facilitated 27% growth in Paperless and 12% in My Account enrollments

• Advanced segmentation and analytics• Detailed campaign reporting• Enrollment tracking to individual account level

Paperless and Alert Enrollments

New Bill FormatSent December 8 and 22

Paperless PromoSent January 24

Pacers PromoSent February 23

Budget PromoSent July and August

Project Results

Landing Pages, CTAs and

Process Automation

Call-to-Action (CTA)

Process Automation

Before:

• Corporate Communications created content in Word

• They added that verbiage to Kentico (CMS)

• Corp Comm manually sent email to media contact list

• They emailed info to User Engagement to post on social

• Corp Comm manually sent email to internal contact list

After:

• Corporate Communications pastes content in HubSpot

Email Marketing and Segmentation

January Promotion• Segment of paper bill accounts

already registered online

• Sent to over 121,000 customers

• Over 1,500 new enrollments

Social Media Publishing

and Monitoring

Dashboards and Reporting

Thank You!

Any Questions?

jmeehan@citizensenergygroup.com