Kolmeo knew who they wanted - agencies managing 300+ properties - but their systems were casting a net that caught everything except what they needed.

• Lead Management Issues: Kolmeo struggled to manage incoming inquiries, particularly in distinguishing high-value leads from smaller, less relevant agencies. They lacked a system to track lead origin and had no filtering process to exclude lower-value prospects.
• The "Agency Hostage" Situation: Kolmeo was reliant on an expensive third-party agency for content. The process was slow and cumbersome, resulting in off-target messaging that failed to resonate with premium buyers.
• Event ROI Issues: Kolmeo spent significantly on industry events, but without a capture system, leads were lost in a pile of business cards. There was no way to track ROI, and salespeople often called the same prospects twice.
• Brand Disconnect: Their website and branding felt outdated. It didn't project the "premium authority" required to sign large enterprise clients.

Kolmeo moved away from the "outsourced" model and brought the entire engine in-house. The strategy focused on Positioning and Precision:

1. Rebuild the Brand: Use HubSpot Content Hub to build a website that screams "Market Leader."
2. Filter the Noise: Implement strict data gates to block unqualified leads (<300 properties) from reaching the sales team.
3. Track Every Dollar: Connect ads, events, and organic traffic to a single source of truth to prove ROI.

To address these challenges, Kolmeo turned to iBusinessFormula, a HubSpot Platinum partner and expert in sales and marketing automation, to implement HubSpot’s Sales and Marketing Hub.

iBusinessFormula understood Kolmeo’s unique challenges, particularly its focus on high-value property agencies.

iBusinessFormula worked closely with Kolmeo to design a solution tailored to their needs. The iBusinessFormula team guided Kolmeo through the HubSpot implementation process, ensuring everything from lead-nurturing workflows to content creation was optimised for their target audience.

Phase 1: The Brand Overhaul (Content Hub)

iBusinessFormula completely rebuilt the Kolmeo website on HubSpot Content Hub.

• In-House Agility: Kolmeo fired the slow third-party agency. Kolmeo’s internal team now creates and publishes blogs, landing pages, and social content instantly using HubSpot’s calendar view.
• Premium Positioning: The new site is visually aligned with a high-end SaaS product, effectively distancing Kolmeo from small-time competitors.

Phase 2: The "300+ Property" Filter (Sales Hub)

The team stopped the sales team from chasing bad leads.

• Smart Forms: iBusinessFormula introduced custom properties in forms that ask the right questions upfront.
• Automated Disqualification: If a lead manages fewer than 300 properties, they are routed to a nurture track. If they manage 300+ accounts, they are automatically assigned to the correct salesperson based on location.
• Zero Confusion: The "round-robin" assignment ensures no two salespeople ever call the same lead.

Phase 3: The Event ROI Engine (Marketing Hub)

Events are no longer a guessing game.

• QR Code Capture: iBusinessFormula implemented QR code-based tracking. Specific QR codes have been used on event magazines and sponsorship booths. When scanned, leads enter a specific "Event Pipeline."
• Tailored Nurture Tracks: Depending on the lead source (Event, Paid Ad, or Organic), leads receive a highly relevant email sequence with case studies, pricing, and FAQs tailored to their stage of the journey.

The transformation has turned Kolmeo’s marketing into a precise, data-backed operation.

• Total ROI Visibility: For the first time, Kolmeo can see precisely how much revenue is generated from paid ads (LinkedIn/Meta) and events. The guesswork is gone.
• Sales Efficiency: The sales team no longer sifts through "junk leads." They focus 100% of their energy on high-value agencies with 300+ properties.
• Content Velocity: The marketing team is no longer bottlenecked by external agencies. They produce consistent, high-quality social posts and emails that automatically nurture leads.
• A Unified View:
  • Sales Dashboard: Shows rep performance and high-value pipeline.
  • Marketing Dashboard: Shows campaign performance, lead sources, and conversion rates in real-time.