FullFunnel Exceeds ROI Target For Zumba In Five Months

Company Background

Zumba is the largest branded fitness program in the world, founded in 2001 in Miami, Florida by three Colombian immigrants and since expanded to over 186 countries with millions of students around the world. Zumba’s fitness classes can be consumed in-person, on DVD, and online, and are led by licensed instructors. Given Zumba’s meteoric rise, the company is constantly searching for new instructors to lead an ever-growing population of students.

The Challenge

Zumba invests heavily in digital marketing efforts to recruit new instructors around the world. However, prior to working with FullFunnel, the company had not implemented a segmentation and attribution system in order to determine which channels were bringing in instructors at the most productive rate. This poor visibility was driven primarily by a lack of unified sales and marketing infrastructure that would allow Zumba’s digital platform to communicate with their CRM.

Furthermore, given the high volume of demand from potential Zumba instructors, Zumba’s team did not have the resources necessary to follow up with every lead. If the instructors did not sign up on their own, Zumba did not have the capacity to reach out to answer their questions and facilitate the sign up process.

The Solution

Upon engaging with Zumba, FullFunnel immediately implemented HubSpot in order to allow for segmentation and attribution at the contact level for all inbound instructors. This systems implementation provided the Zumba team with visibility into the channels and methods resulting in the highest number of registered instructors.

FullFunnel also filled the capacity gap and provided a sales team able to quickly follow up with all inbound leads that did not sign up on their own. The FullFunnel team worked with Zumba to set up a number of platforms including a chat workflow on the website, a texting platform, and leveraged email automation in order to facilitate conversations with the instructors and shorten the time to register.

• Hubspot implementation
• Contact segmentation & attribution
• Phone, email, texting, chat, and social prospecting
• Sales process definition and execution

Results

When Zumba began their six month Pilot with FullFunnel, the main concern was whether the FullFunnel sales team would be able to quickly step in and start closing instructors consistently. Given Zumba’s business model, the FullFunnel team was required to close instructors in less than two hours to generate a return on investment. The FullFunnel team achieved this within two months, allowing Zumba to convert their Pilot into a Program engagement that provided them with additional execution hours to increase sales.

To date, FullFunnel has achieved a 34% conversion rate on inbound leads. Within a short five month period, the Zumba team has already experienced a return on investment above the anticipated 3X, a number that is expected to keep growing as the partnership evolves.

• Exceeded ROI target in 5 months
• Enhanced data visibility, segmentation, and attribution
• Time to close below 2 hours per instructor within 2 months