Learning is a lifelong process
Kemin Food Technologies
Find an easy way to share knowledge and educate colleagues & partners
Use HubSpot as a membership / learning platform
The program includes a range of educational options, including academy-specific training, online courses, and mentorship programs. The goal of the Lifelong Learning Program is to provide stakeholders with the skills and knowledge they need to succeed in their current roles and to prepare them for future opportunities. Kemin believes that investing in its partners through the LLP is key to building a strong and successful network.
As a lifelong marketing partner of Kemin we are excited to support such initiatives. That’s why iO seized the opportunity to create and build the platform together with Kemin with both hands.
HubSpot as a membership platform
Kemin already uses HubSpot for its marketing automation, campaigns, and as a landing page builder. For the LLP we needed a gated environment that could host the learning materials. Luckily, HubSpot offers a ‘membership’ module, which allows us to restrict access to content and require visitors to register for a membership or login to access it.
Here's how it works:
We have created a registration form using HubSpot's form builder and embedded this on the public page of the portal.
The registration form required visitors to provide their name, email address, and other relevant information such as company name.
Once a visitor submits the registration form, HubSpot automatically creates a contact record for that person in the CRM and adds them to a designated list for Kemin to follow up on.
Two Kemin employees receive a notification and can manually review the request.
The Kemin team can then grant access to the private content by changing a contact property value to ‘Yes’. They are also able to bulk upload new registrants to HubSpot.
The partners that are allowed to the portal are moved to a separate list. The accepted partners receive an automated registration mail where they can pick a password to access the LLP. The submissions that are denied receive a follow-up mail with more information about this decision. They are guided back to the public pages and can contact customer service.
Kemin can track the behavior of registered users and use that data to personalize their marketing and sales efforts. The setup also includes reporting and analytics tools that allow them to track the effectiveness of their gated content and optimize their marketing efforts accordingly.
Launching the LLP
Setting up the LLP was one part of the story, but we also wanted to create awareness for the platform. During the launch of the platform in 2021, we ran a dedicated campaign.
Via mail, we’ve invited key stakeholders and prospects to our portal. With open rates ranging from 40% to a whopping 92%, you can definitely say that this was a success. Also, almost half of the audience that visited the public LLP website used the registration form to sign up.
On Kemin’s website, we published an informational booklet with details on the program, including testimonials. This served as an always-on asset to use in our advertising campaigns. We also promoted the brochure directly on the website.
In conclusion, Kemin's Lifelong Learning Program is a valuable initiative to support the personal and professional growth of their employees and partners. By using HubSpot's membership module, Kemin created a gated environment to host learning materials, allowing for a personalized experience. The launch campaign was successful, with high open rates and registration numbers, demonstrating the program's appeal and the effectiveness of the promotional efforts.