SIMCO Consulting is a company that deals with designing solutions to reorganize the distribution network, factory intralogistics and distribution warehouses. It offers tailor-made solutions, modeled on the customer's needs.
The client needed to manage relations with the client and potential clients in an easy and fluid way, tracking every communication and managing participation due to the number of events. They needed to align Marketing and Sales.
We proposed the HubSpot CRM as a solution. Thanks to this, contacts and contact lists, sales and productivity can be easily managed, all on a single platform that can also generate reports.
The Marketing and Sales areas have been aligned, making it easier and more fluid to manage relationships with customers and potential customers. Furthermore, thanks to the reports it was possible to understand what was working and what was to be corrected.
The customer's needs
During the first exploratory interviews, SIMCO's need emerged for having a CRM software that was easy to use but complete with all the functions necessary to better track the relationship with customers and potential customers and manage participation in the numerous events organized by the company itself. The goal was to align and harmonize Marketing and Sales activities.
The solution: the HubSpot CRM
We proposed HubSpot as a solution to the customer, of which we at Ekeria are certified partners. It is a CRM, i.e., a system with which you can easily manage sales, contacts, productivity and many other aspects. All of this on a single platform, so that the system works as organically as possible.
HubSpot CRM aims to improve the interactions between business and customers, creating the best possible business experience. This has the goal of building a long-lasting relationship with customers.
In the case of SIMCO, it was agreed as a first step to implement HubSpot, and secondly to train their employees, to make them autonomous in managing the CRM.
HubSpot CRM system setup
Our complete HubSpot consultancy, after the phase of identifying the needs, continued with the setup of the system. This envisaged the provision of all the tools necessary to manage the operational processes of the various departments.
The setup involved various steps, including:
- HubSpot account setup
- Setup Sales & Marketing Hub
- importing contacts and creating lists
- setting up tracking systems
- creation of contact forms
- workflow setups
- creating templates for emails, newsletters, campaigns, posts and other elements
- creation of lead scoring
- Sales and Marketing alignment
- report creation
Contact management and their profiling
One of the major needs was to better profile customers. The more you know about a customer, the more you can intercept their needs.
The HubSpot CRM allows you to select a series of parameters to indicate when acquiring each contact. For example, personal data, email, profession, location and many other options.
HubSpot also allows you to track every interaction that occurred with each customer, with very detailed specifications regarding email opens, replies and another set of metrics.
In this way, the Sales and Marketing teams are aligned on all interactions with a customer, by collecting all this data on a single platform.
In addition to this, it is possible to attach notes, documents and anything that can enrich the information regarding a contact, whether current or potential.
Creating contact lists
Thanks to this detailed profiling, it was possible to create lists containing contacts with specific parameters.
These lists are used to automatically send communications created to measure for a specific target.
In this way, a communication flow is created that adapts to the interests and needs of specific customers, improving the relationship between them and the company.
Creating content for email marketing thanks to the HubSpot CRM
We have set up a variety of formats for emails, newsletters, campaigns and other communication channels. In this way each channel maintains coherence with the others, referring to the identity of the brand and making itself recognizable in the eyes of users.
Above all we have taken care to maintain the same graphic style and tone of voice.
Integration with third party systems
One of the advantages of HubSpot is its ability to integrate third-party elements into its systems. For example, the website, form or email. By setting up the CRM in this way, we have allowed the customer to save time and energy, as the system automatically integrates the data of these third-party systems, avoiding the employees having to enter the data manually, with the risk of forgetfulness or errors.
We decided together with the customer to create ad hoc reports with the aim of allowing the company to always have the progress of its activities under control. This was done by replicating as much as possible what was already present in the company, in order to give continuity.
The reports are as complete as possible thanks to the detailed data collection carried out by the HubSpot CRM.
If you want to manage communication flows with your customers organically, without wasting data or time, contact us at Ekeria, a digital marketing agency in Milan.