Sydney firm secures NFL team deal for CRM overhaul

Sydney's Engaging has secured a contract with a prominent Florida-based National Football League (NFL) team to overhaul its marketing and communication operations using the HubSpot platform.

The Sydney-headquartered technology consultancy was selected following its previous successful collaboration with a Texas-based National Basketball Association (NBA) team last year. The NFL team has chosen to adopt HubSpot's Marketing Hub Enterprise, shifting from Microsoft Dynamics 365, after a competitive evaluation process involving other tier one CRM platforms such as Salesforce and Adobe.

The NFL franchise aims to utilise HubSpot for enhancing marketing automation and establishing more efficient communication channels across not only its NBA affiliations but also its various sporting and stadium ventures. Previously, the team relied on multiple departments to manage workflow and email communications.

Michelle O'Keeffe, Chief Executive Officer at Engaging, stated, "This win demonstrates our ability to deliver tailored marketing automation solutions for better business outcomes. Along with HubSpot, we're helping the franchise streamline its operations, enhance personalisation, and ultimately create more meaningful connections with their fanbase. It's exciting to see our expertise resonating with major US sporting organisations, and we're eager to continue pushing the boundaries of digital transformation in the sports industry both in the US and in Australia."

Engaging's collaboration with the NBA team in Texas involved spearheading a major HubSpot implementation aimed at increasing operational efficiencies, delivering personalisation, and providing a seamless experience for fans. The initial outcomes of this initiative showed increased eCommerce revenues driven by improved personalised customer journeys, dynamic content, and targeted marketing campaigns, along with enhanced lead generation and heightened fan engagement.

The expansion into the US market by Engaging in 2023 stems from rising demand amongst large business clients seeking expertise in advanced Customer Relationship Management (CRM) solutions. As a globally recognised HubSpot partner with several accolades, Engaging continues to be recognised for its prowess in CRM implementations. In recent achievements, it was ranked as the third Best Place to Work in the small technology category for the third consecutive year in May.

In another notable project, Engaging was selected by WIRES, Australia's largest native wildlife rescue organisation, in July to overhaul its rescue and care operations. This project, also involving HubSpot, aims to improve the delivery of services for the benefit of sick and injured animals as well as the wildlife carers involved in rescue and rehabilitation activities.