Nairn Golf Club & HubSpot implementation

Nairn Golf Club approached The Revenue Club (TRC) to assist with their software setup in 2023. Following an in depth review of the current systems, but more importantly the sales process and customer enquiry journey we established there was a need for a CRM system to handle enquiries more efficiently. HubSpot was chosen as a CRM and we have provided a snap shot below, along with some insights into some data led marketing decisions around membership.

The Before:

• Booking enquiries run through an inbox meaning no measurement of enquiry volume or sales performance
• No attribution of marketing activity
• Historic, un-utilised database
• All website CTAs to email/call the club
• Lack of web forms to assist with data collection
• No customer profile building

The Now:

• Golf booking and membership sales pipelines created
• All sales comms logged against customer profiles
• Automation for Membership enquiry response & Sales follow up tasks
• Marketing activity revenue attribution
• Data segmentation of the visitor email database for targeted, personalised marketing
• Sales KPI benchmark data gathering

The Next Steps:

• Automated pre-/post-play communication flows
• Increased email marketing to the visitor database
• Enhance email marketing by improved data gathering and segmentation
• Use of Sales KPI data to inform a more structured sales processes

The Results – Elevating Nairn’s Marketing and Optimising the Sales Process

Email Marketing

Nairn’s large email database was previously unused, meaning past customers weren’t engaged for repeat bookings or membership opportunities. TRC cleaned and imported the data into HubSpot, launching a consistent email programme that (Jan-Aug 2025):

• 86 enquiries generated across golf bookings and membership
• Built a £99,430 pipeline
• Converted 23 deals, adding £23,410 in revenue

In addition, automated email workflows have been utilised to send both pre-visit communications, providing the opportunity for upselling extras and secondary spend, as well as a post-round visitor feedback survey and re-booking option.

Paid Media Campaigns – Where to Spend?

To grow membership, particularly Overseas, Meta ads were launched in August 2024, delivering a 415% return on ad spend (ROAS), but lower conversion of enquiries into members (3% vs 18% overall).

This dip in conversion was partly due to a significant influx of lower quality leads due to their paid social source/top of funnel status, which in turn delayed timely follow ups.

Using benchmark data from TRC’s 50 HubSpot-powered venues to analyse conversion rates and return on ad spend (ROAS), Google Ads were launched with a strategic focus on generating a lower volume of high-quality leads. These produced the following results:

• 53 leads generated
• 9 new members
• 17% conversion rate
• 1,065% ROAS (£10.65 for every £1 spent)

Supporting Elevated Marketing with Optimised Selling

To ensure marketing campaigns deliver significant value beyond just the leads they generate, HubSpot’s Sales Hub, and TRC’s analysis of sales KPIs, have been utilised to optimise Nairn’s sales process:

• Automated email sequences sped up membership response times (proven to improve conversion) while reducing manual effort. This ensures the team can focus their efforts on the leads who need it most.
• Tracking of lost enquiries feeds insights back into the sales process and product consideration. Lost enquiry reasons (such as tee time date unavailable, or unable to contact) provide vital insight into adjustments that need to be made to the sales process such as diversifying selling channels (SMS, phone calls, email). This data may also flag important product considerations, such as ensuring there is price and availability are in line with customer needs.

Paul Mills, General Manager at Nairn Golf Club said:

“I have worked with TRC at two different businesses now and found Cam Tarbet to be an excellent operator. He is personable, professional and very proficient. Cam becomes an extension of our team and is extremely accommodating. Our recent onboarding of HubSpot has gone very well thanks to his alertness to the difficulties of change in an environment that is busy. We are excited at the potential of the system as we develop our teams expertise and analysis of our CRM system.”