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How Huble joined forces with AirPlus International to transform regional efforts into a cohesive, well-trained global marketing operation
AirPlus International is a leading international provider of corporate payment solutions. 55,000 corporate customers rely on AirPlus for the payment and evaluation of their business trips and other purchasing services. The products and services are marketed worldwide under the AirPlus International brand. AirPlus is an issuer of the UATP and Mastercard card schemes. The AirPlus Company Account is the most successful billing account within the UATP. For more information, visit www.airplus.com.
In January 2019, Huble contracted with AirPlus for a 12-month HubSpot setup and ongoing support contract. This partnership aimed to support AirPlus with their HubSpot implementation on the corporate site and address initial strategy and training requirements. This engagement allowed Huble to collaborate closely with AirPlus' global and local teams, ensuring a successful rollout and adoption of HubSpot.
AirPlus is primarily using HubSpot for managing leads and customer interactions with the goal to integrate HubSpot into their customer CRM in the future. Once fully integrated, this will establish a seamless connection between HubSpot and their trusted CRM software, enabling automatic transfer of leads to the sales team.
HubSpot remains crucial for managing MQLs, serving as a benchmark metric for performance evaluation from a marketing perspective.
Together with AirPlus, Huble has developed a new digital marketing strategy that focuses on a stronger inbound-oriented approach.
This resulted in the launch of targeted email marketing campaigns to reach out to both potential and existing customers and used marketing automation tools to personalize and optimize communications.
This approach helped to increase engagement, improve conversion rates, and build closer relationships with customers. To comply with GDPR and set a standard globally, AirPlus then introduced a standardized double opt-in (DOI) process, which was further refined with Huble during joint workshops in October last year. Additionally, Huble conducted in-person training at their offices in Germany, bringing together all their regional marketing teams for sessions on HubSpot and inbound marketing best practices.
Huble ensured multilingual support for blog and landing pages in various languages, including Chinese, English, French, German, Italian, and Dutch, and is currently working on adding Spanish.
They also facilitated the needs of AirPlus' regional marketing managers by providing access to HubSpot, templates, assets, and other resources through a centralized system managed by a dedicated team. This approach allows regional marketing managers to focus more on creativity and strategic execution, rather than the operational details of campaign implementation.
Huble provided extensive training to AirPlus' global and regional marketing teams, ensuring they were well-versed in inbound marketing strategies and the effective use of the new platform.
This training was crucial for bridging the gap between global and regional teams and ensuring cohesive campaign execution.
Huble and AirPlus have recently conducted joint performance marketing workshops, in which Huble offered AirPlus new perspectives and approaches using meta, Google trends, and other innovative methods to build audiences.
The workshop was mostly focused on LinkedIn, centering around Best Practices for LinkedIn Campaigns, including how to create a strategy, build an audience, and more. This helped AirPlus’ internal Marketing teams grow and develop their skills, combining operational support with strategic guidance.
Huble has helped AirPlus build specific KPI dashboards and benchmarks into HubSpot. This allows AirPlus to monitor not only industry benchmarks but also their own benchmarks based on previous performance and data, ensuring continuous improvement and effective performance tracking.
AirPlus can now track a comprehensive list of KPIs in HubSpot, both general marketing as well as campaign-specific KPIs.
By integrating systems, optimizing digital strategies, and fostering a collaborative partnership, Huble has made a great contribution to positioning AirPlus for sustainable success. Let's take a closer look at the results.
Huble undertook three theme builds in HubSpot for AirPlus, rolling out and optimizing multiple templates to align with the company's branding changes. As part of this effort, we also completed four design updates, which are showcased in the accompanying images.
These templates facilitated quick, consistent campaign launches, ensuring all marketing efforts adhered to the new guidelines. Supporting the AirPlus brand team, which is continuously evolving its visual identity, Huble keeps HubSpot templates, themes, and assets up-to-date.
This provides a robust foundation of modules and templates, allowing the AirPlus team to focus on creativity rather than technical details. Visuals and templates are continually refreshed to align with the evolving brand standards, ensuring consistency and modernity in all marketing materials.
The long-term partnership between Huble and AirPlus has resulted in significant improvements across multiple areas, leading to a more efficient and effective marketing strategy.
Let’s have a closer look at some of the key outcomes:
The collaboration between Huble and AirPlus has evolved into a strategic partnership that has stood the test of time Huble has remained a steadfast partner, providing stability and continuity in their marketing efforts. By consistently delivering value and aligning closely with AirPlus' goals, Huble has proven to be more than an agency, but a trusted extension of AirPlus' marketing team, ensuring sustainable growth and success.
Huble's project manager has established Huble as the central source of truth that connected the regional teams, eliminated duplication of effort, and maintained alignment at a global level.
Looking ahead, Huble is committed to further supporting AirPlus in achieving its strategic goals.. With a renewed focus on performance management, Huble will use HubSpot's expanded capabilities and a stronger focus on Google and LinkedIn Ads to drive more effective campaigns. While AirPlus has used performance agencies in the past, they will work differently with Huble, combining operational support with strategic leadership to maximize their brand impact and market presence.
"Huble has been instrumental in unifying our global marketing efforts, providing critical support and training to our regional teams and making our multi-channel marketing campaigns more efficient and cohesive. Over the years, Huble has been scaling with us and consistently providing us with valuable insights and solutions. Their long-term partnership has been key to our continued success.”
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