In addition, we will learn about the specific challenges these companies faced during the implementation process and how they were able to overcome them. We'll discuss the best practices, tips, and tricks that helped them maximize their HubSpot investment and achieve their business goals.¡Let us begin!
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Vivendex
Vivendex was looking for a global platform that would allow them to connect their various digital marketing actions in one place, that would have automation technology, and that would facilitate the strategic measurement of their campaigns. From the moment they decided to acquire HubSpot and started working with the Inbound methodology, Vivendex has been able to increase organic visits to their website, get more qualified leads, increase conversion rates, and automate the process between marketing and sales.
Migrating from traditional to digital
Vivendex People & Properties is a company that since 2006 provides real estate brokerage services in Barcelona, its metropolitan area, Reus and Sitges. In the beginning, the company was quite small, since it did not have its own marketing team and any service was contracted externally. At that time, marketing was mainly offline, that is, the objective was to have a brand presence in traditional channels, advertisements in magazines or mentions in real estate portals, and very little investment in digital channels.
However, Francesc Quintana, CEO of Vivendex, realized that the market and the way of doing business were changing and rapidly migrating toward the digital environment. Convinced of the real estate sector's possibilities in this new scenario, he began to study how companies were growing and how they were relying on digital tools to achieve success and have more powerful conversations with their prospects.
In turn, the first step he took to transform his strategy was to consolidate his own marketing team and incorporate a Manager and an Assistant, experts in the digital environment, who could support and lead the strategy. Also, it managed to associate with allies such as the digital marketing agency Urbaniza Interactive, which was a strategic collaboration to obtain greater reach and growth.
At first, they started working with tools like Google Analytics to optimize their website and WordPress to develop their blog content. Despite the fact that they had implemented some digital marketing actions, they still felt that they were disconnected from a global strategy since it was difficult for them to measure the final impact and grow in an orderly manner.
Choosing the best tool
The need to create a much more complete marketing strategy with greater participation in the digital channel was evident, so they ventured to develop a bet that was global, adapted to market changes and that was pioneering within the sector. real estate. However, the tools that they were using at the time to achieve this goal, such as MailChimp or Infusionsoft, were not enough.
Francesc, together with Cesar Villasante, CEO of the Urbaniza agency, in the process of researching automation tools, came across HubSpot for the first time. Although they evaluated several solutions, they decided on this platform because it was the most complete and experienced tool. In addition, they were aware that if they were able to get the most out of their investment, they could achieve spectacular results.
For Francesc Quintana “The decisive factor that made us decide on HubSpot was its globality, it touches absolutely everything. Despite being a platform with several functionalities, all its tools are very complete. So when you do a full valuation it's the perfect solution."
From HubSpot, they could carry out their email marketing strategy, publish articles on the blog, create landing pages to promote new projects, automate actions and activate nutrition flows using workflows. In addition, thanks to the platform, they would be able to centralize all their main digital marketing actions in one place and thus be able to measure the results together.
Remember email marketing can be a powerful tool to boost your path to business success.
The strategy for success
Despite the fact that they already knew something about Inbound Marketing, starting with HubSpot's Marketing Hub was quite a challenge, since they had to invest a lot of effort in the creation and optimization of the initial content and adopt the tool in their day-to-day life. Despite this, thanks to their constant dedication and the support of the HubSpot team, during the onboarding they were able to build a successful strategy.
Since acquiring HubSpot, Vivendex's goal has been to get the most out of the platform. To execute their content strategy, they relied on the blog and SEO tool, which, in addition to providing optimization recommendations, also allows for leveraging the content strategy using Topic Clusters. Additionally, they have relied on Landing Pages, Facebook ads, and Social Media Management Tools to promote their content offers and increase their reach.
They recognize that what has worked best for them is email marketing together with automation processes since they have improved the quality of the interaction with their prospects since they have managed to segment the content according to their purchase journey, personalize their experience and give a more timely follow-up.
"For us, perhaps the best feature of HubSpot, and of Inbound Marketing itself, is being able to work with many leads fully automatically, without having to need the intervention of our commercial agents."
Another essential tool for achieving success has been workflows. In addition to streamlining the nutrition and education of leads throughout their buying journey, it has also allowed them to integrate the marketing process with the sales process since they can segment the most qualified prospects using the lead scoring application, target their efforts and resources, manage the life cycle and automate strategic actions of the sales team such as sending sequences or creating notifications. All this has allowed them to work with a large number of leads automatically and without the intervention of their real estate consultants, who only intervene in the process when the leads have already been previously qualified and are at the time of purchase. In this way, they manage to avoid almost all cold calls, which in most cases end up being unsuccessful, in order to dedicate their time to other, more valuable efforts.
Vivendex has also relied on other Marketing Hub resources such as chatbots to generate leads and answer user questions, intelligent forms using progressive fields and dependent fields to make data collection more efficient and improve the user experience, as well as the option of A / B Testing in specific places such as calls to action or Landing Pages to establish the best option based on the results.
In the last quarter, more than 10,000 users have been impacted, of which 36% have been qualified leads. This is thanks to a more like-minded audience being attracted to the solution and the conversion rate gradually increasing.
Discover in 7 steps how to increase your sales and grow your business with demand generation.
Exponential results
Before implementing HubSpot and the Inbound methodology, at Vivendex the reporting process was very manual since it depended a lot on the information provided by its sales representatives and offline marketing actions, which did not have an obvious ROI.
Once they created strategies using the Inbound methodology and migrated to the digital environment, this process changed drastically, since with the analytical tools and the monitoring of contact activity within the website, they were able to detail the impact of each action and evaluate their return.
“We could see which were the articles with the best performance, the CTAs that were working, the performance of the email marketing campaigns or identify the user profile most likely to become a business opportunity”
Also, thanks to the personalized reports, they have been able to map valuable information such as key behaviors of their target audience, and thus promote their most profitable marketing actions in the different offices of the company.
In just one year, Vivendex managed to multiply five times the visits to its website in a totally organic way. In fact, thanks to its efforts in SEO, Vivendex occupies the first organic result for certain strategic business keywords, something that helps them continue to increase their visits and contacts exponentially.
In addition, since the beginning of the activity with HubSpot and Urbaniza Interactive, the company has multiplied 83x the leads generated from online media where 46% of the contacts come from organic search; This is thanks to the fact that in just two and a half years after starting to work with the tool, organic visits increased 10x and only 5% using ads on search engines and social networks.
Thanks to HubSpot tools such as the automation of workflows and the integration of its marketing, sales, and customer service actions, Jeeves has achieved sustained growth and decreased time and inaccuracies, by having greater visibility and a better diagnosis of the customer journey.
Powering an international expense management platform
Jeeves has built an international fintech infrastructure that powers businesses to achieve global growth. Based in Mexico City, the company offers a corporate credit card and expense management platform, through which companies can manage payments and international transfers to more than 200 countries. Jeeves has customers in Latin America, North America, Europe, and other regions of the world.
«We are a company with a presence in 25 countries. We offer solutions such as Corporate Credit Cards (unlimited virtual cards), Growth Loans, Working Capital Loans, Expense Management Platforms, and Operating Capital Lines of Credit.» Osama Asif, Partnerships in Jeeves.
Manual processes waste time, visibility, and information.
Before HubSpot, the marketing, sales, and service processes at Jeeves were manual, which meant more use of staff resources and time to get projects off the ground. In addition, they did not have a comprehensive strategy that linked the different activities and their efforts were fragmented.
This caused a lack of visibility of all aspects in the conversion funnel and in the customer journey, so they did not have clarity in fundamental aspects such as valuable information about the purchase process of their contacts, the management of their business pipeline, the performance of their marketing channels or the scope of sales representatives. In general, they lost sight of how these elements worked together; Although they were certain of the result they wanted to achieve, they knew when they closed a deal, they could not establish how to get there, that is, how it was closed or how long the negotiation process lasted.
In the same way, customer service was limited, since they only used email and Google spreadsheets to follow up, making it impossible to track transfers and other collaborative practices.
In summary, since they did not have a CRM that was easy to implement and manage the information in 100% manual tools, they could not offer an adequate sales process, carry out automated lead nutrition and provide personalized customer service.
“The main challenge was the lack of visibility into different marketing and sales processes. It was all very manual and fragmented. We tried another CRM for a while, but it was too difficult to fully implement the processes we needed and it never quite got off the ground.” Osama Asif, Partnerships in Jeeves.
Powering your growth machine
Jeeves belongs to a very dynamic sector such as fintech so you need a CRM that becomes an ally that helps you gain visibility into your processes, obtain valuable data to learn more about your customers, attract an audience, and build loyalty in your community.
The solutions Jeeves offers require precision and therefore the tools you use must be commensurate with that effectiveness. Keeping an order to be able to plan and execute is essential in a company that works with clients from different countries and regions; in addition to personalizing your communication to deliver an outstanding experience.
Using HubSpot, Jeeves was able to link and align all of its marketing, sales, and service processes, relying on automation tools and data they could get through CRM. This helped them reduce time, and costs and be able to visualize how their efforts were now not isolated, but integrated with each other to achieve their growth objectives.
Marketing Hub
With Marketing Hub, Jeeves has been able to implement a strategy with greater impact and scalability. Thanks to automation and data segmentation, your communications are more personalized and precise. In addition, with this Hub, they have been able to track the overall effectiveness of their marketing spend.
The tools they use the most from the Marketing Hub are:
Undoubtedly, email marketing is a powerful tool to achieve business goals.
Sales hub
From a sales perspective, the company finds that Sales Hub, HubSpot's CRM, and automation tools have been incredibly helpful in developing a healthy and efficient sales process. Through automation, they have been able to update leads, attribution, and onboarding.
Service hub
For Jeeves, offering outstanding customer service is a priority for a company that offers services in the financial sector and new technologies. With Service Hub, they have not only been able to offer a faster service but much more personalized and automated.
In this way, the company has replaced an incredible amount of manual work, thereby reducing time spent and eliminating inaccuracies by automating various associated workflows.
"We have replaced an incredible amount of manual labor by reducing time spent and inaccuracies." Osama Asif, Partnerships in Jeeves.
Jeeves' growth after adopting HubSpot's tools has been continuous and, most importantly for the company, they have achieved the visibility they needed, the order, and the integration of their areas of marketing, sales, and service. By automating various processes, it is possible for them to generate campaigns to be closer to prospects, accompany them on their journey and convert them into customers.
Created in 2007 by five students from the EPITECH Higher School of Informatics, PrestaShop is an e-commerce platform based on open-source software, that is, free to download. Its mission is to offer solutions for the creation of e-commerce websites. As Europe's leading content management system (CMS), PrestaShop enables anyone to create their own online store and tailor it to their individual needs and goals. Plugins in the form of themes and modules allow PrestaShop users to increase the potential of their store, both in appearance and in the functionalities it offers to sales representatives and their clientele. PrestaShop has helped create more than 300,000 online stores around the world.
Increased productivity thanks to data centralization
Changes in consumer habits, especially since the coronavirus crisis, make more and more companies turn to electronic commerce. This is reflected in both the number of new online stores being created and the growth of existing ones. Repeated lockdowns and restrictions prompted many business owners to invest more in online sales, which greatly increased PrestaShop clientele in 2020.
Using HubSpot's CRM since 2018, the PrestaShop platform was able to quickly adapt to the influx of these new businesses. Initially, only the sales team working with partner agencies could take advantage of HubSpot. To meet the growing needs of sales, marketing, and support teams, HubSpot's tools were gradually rolled out across the company during 2019. The goal, therefore, was to centralize all of their revenue streams, as well as the services involved. in his generation.
However, PrestaShop faced the problem that its organizational structure was not unified, which meant longer and more laborious data processing. The decision to go with HubSpot CRM allowed all the teams to work hand in hand, pursuing a common goal of growth.
HubSpot was the natural choice for the PrestaShop team, not only because their initial experience with the tool had been positive, but because it allows them to precisely pursue common goals. For PrestaShop, some agencies are customers and partners at the same time. In order to avoid confusion and take into account all the relevant information for a company, a tool was required to facilitate the double capture of this information.
Improving the inbound marketing strategy
PrestaShop's primary goal in using HubSpot's services was to give its strategy the means to develop. In other words, the company wanted lead generation to be accurately tracked, from creating a form to signing a partnership agreement. In addition, he wanted to allow all internal staff to see and use customer data.
In other words, PrestaShop is using HubSpot to help improve its existing inbound marketing strategy. For example, CRM allows product managers to identify a store that uses one of their solutions in order to suggest the use of new features.
Remember: Use Inbound Marketing to grow more and better!!!
The introduction of CRM in all areas of PrestaShop allowed the number of qualified leads to increase to the current level of 800,000 marketing-eligible contacts. Pipelines have been populated and further developed to facilitate sales studies, and various tasks have been automated to improve workflow.
More and more team members are using the Sales Hub and Marketing Hub on a regular basis to record their activities and their impact.
How to sustain the pace of development
Since PrestaShop chose HubSpot to improve its sales processes and optimize its lead generation strategy, its growth has been clearly reflected in several spheres: more customers, an average revenue increase of 35% between 2019 and 2020, a better month in the marketplace history in November 2020, and 88 new hires between January 1 and July 1, 2021.
The dedication that PrestaShop has dedicated to acquiring new customers, together with the new talent that it has attracted, has allowed it to launch new product lines and enhance the experience of its teams. Therefore, in the coming months, it intends to continue on this path of growth, becoming a world benchmark, particularly through its new services: PrestaShop Facebook, PrestaShop Metrics, PrestaShop Checkout, and PrestaShop Google.
Personally, PrestaShop CRM Manager Clément Gontier wants to make sure the team stays excited about HubSpot. Most staff already use it on a weekly basis, either for reporting or sales work. Furthermore, he rates the platform as "very easy to use" and would not hesitate to recommend it to his clients and service providers.
Bonus: 8 implementation tips with Hubspot!!!
The implementation of HubSpot has proven to be an effective strategy to improve marketing and sales management in various organizations. The success stories featured on this blog highlight how Hubspot has helped increase lead generation, improve customer segmentation, and optimize the sales cycle.
The benefits of using HubSpot go beyond operational efficiency. Companies that have implemented this platform have also experienced a significant improvement in customer satisfaction. Access to real-time data and analytics allows them to offer a more personalized experience, which has led to higher customer engagement and loyalty.
The automation of repetitive tasks and the integration of different communication channels are key aspects of the success of the HubSpot implementation. Businesses can take advantage of Hubspot's capabilities to manage email marketing, social media, live chat, and CRM campaigns on a single platform, simplifying the process of tracking and analyzing all of these interactions.
HubSpot's ability to integrate with other tools and platforms is another important factor that contributes to the success of your implementation. Companies that have taken advantage of Hubspot's integrations with customer relationship management (CRM) systems, sales systems, and other marketing solutions have achieved a unified, holistic view of their operations, which has improved their decision-making and overall performance.
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