Digital Transformation: with Smart CRM and Customisation

About Wentworth Williamson

Wentworth Williamson is an independent, boutique investment manager based in Sydney, Australia. Founded by former Investec Bank executives, the firm caters to high-net-worth individuals, family offices, and charitable foundations with a long-term investment horizon across two primary funds:  an Opportunity Fund (a concentrated portfolio of 10–25 well-understood investments, avoiding mirroring the ASX index finding value in overlooked sectors and delivering unique investment strategies that provide long-term, risk-adjusted returns, emphasising risk mitigation) and a Stable Income Fund (designed to generate consistent monthly income for wholesale investors, this fund primarily invests in unlisted credit securities including government and corporate bonds, convertible notes, listed and unlisted debt instruments, and other unlisted proprietary assets).

As the firm continues to grow, Wentworth Williamson recognised the importance of aligning its operational processes, client engagement strategies, and digital marketing efforts to reflect its core values and market position.

By partnering with Lupo Digital, the firm successfully implemented cutting-edge marketing, CRM tools, and automated nurture campaigns, positioning itself to better connect with investors and drive its next phase of growth.

Industry: Financial Services / Investment Management

Major Challenges

Undefined Buyer Personas and Customer Journey

• The absence of clearly defined buyer personas and buyer journeys led to misaligned messaging and inefficient targeting.

Fragmented CRM and Marketing Platforms

• The existing systems did not integrate effectively, causing data silos and operational inefficiencies.

Lack of Strategic Campaigns

• Without nurture campaigns or a clear roadmap, the client struggled to engage their audience at different stages of the buyer journey.

How we
Solved it

Persona and Buyer Journey Development

• Conducted in-depth workshops to define key personas and map out their buyer journeys.
• Identified lifecycle stages, customer pain points, and content gaps across the sales funnel (TOFU, MOFU, BOFU).
• Delivered a comprehensive Persona Document and Buyer Journey Report.

HubSpot CRM and Marketing Setup

• Implemented HubSpot CRM, aligned with Salesforce for seamless data integration and lead management.
• Customised contact properties, lead views, and dashboards to enhance sales team efficiency.
• Integrated marketing features like landing pages, email workflows, and automated reporting.

Nurture Campaign Development

• Built strategic nurture campaigns using HubSpot workflows to engage prospects effectively.
• Designed personalised email templates and implemented segmentation for targeted messaging.

Digital Footprint Discovery

• Conducted a micro-digital audit of the client’s website, social media, and content assets.
• Delivered a roadmap and recommendations for ongoing marketing optimisation.

The Results

Streamlined CRM Efficiency

• Implementing HubSpot CRM enhanced sales team productivity by streamlining lead management and reporting processes.

Improved Customer Engagement

• Strategic nurture campaigns resulted in higher email engagement, with noticeable improvements in open and conversion rates.

Defined and Targeted Buyer Journeys

• Developed detailed buyer personas and mapped journeys enabled Wentworth Williamson to align their messaging, fostering more meaningful interactions with their audience.