Case study on a CRM implementation utilizing all Hubs
As companies scale operations, they are forced to deal with the challenges of siloed data and broken or disparate systems that impact visibility and efficiency. ROOT3 partnered with a high-growth healthcare services business facing those challenges while they were building service lines and acquiring new businesses that expanded their service offerings and doubled their pool of potential customers.
The growth required more sophistication from its marketing, sales, and service departments. And it required visibility for the c-suite, board, and healthcare private equity partners.
This case study focuses on a CRM project that is empowering the company’s departments to work together, unlocking the data to make informed business decisions, and ultimately, shorten the sales cycle.
Our client chose HubSpot as their marketing, sales, and service platform and utilized multiple Hubs within the platform. Each Hub integrates seamlessly and offers a specialized set of tools for each activity:
- Marketing Hub
- Sales Hub
- Service Hub
- Operations Hub
HubSpot is a marketing, sales, and service platform that helps high-growth companies drive web traffic, convert leads, and close and retain customers.
Importantly, HubSpot integrates with more than 1,000 existing platforms and software solutions to share data and functionality. In the current business environment, these connections are essential. In this instance, ROOT3’s digital team performed data migration from the following platforms into HubSpot and built custom API integrations for the platforms that did not have out-of-the-box integrations with HubSpot.
- Sage Intacct – Accounting
- BlueSky – Medical Staffing
- JobDiva – Applicant Tracking
- RingCentral – Communications
- PrismHR – HR & Payroll
“Initially, we struggled with the perceived hurdle of a CRM implementation. We knew we couldn’t grow without data and visibility, so the decision became nonnegotiable. What we didn’t anticipate was the upside we gained through efficiency for every aspect of our business.”
CRM PROJECT GOALS
Company Goals:
- Visibility
- Automated reporting
- Greater efficiency
- Streamlining sales and marketing with one platform, one CRM
Service Goal:
- Send service requests to the right people and track responsiveness/customer experience
Sales Goals:
- Customers segmented by service(s)
- Pipeline automations to shorten sales cycle
- Customize customer journeys by service line
Marketing Goals:
- Segmented lists by customer type for top of funnel
- Automated email workflows for middle of the funnel
- Segmented client lists for upsell/cross-sell
THE CHALLENGE FOR SALES
The client’s average sales cycle was roughly 8-12 months, and they were looking to onboard more clients much faster. The sales team lacked the data necessary to track the annual value of each customer and lacked the visibility and segmentation to upsell/cross-sell customers for their multiple service offerings.
The team needed a way to segment each customer and create customer journeys and pipeline automations to shorten the sales cycle.
“A shorter sales cycle is the more direct way to positively impact the bottom line. Sales reps will be able to reach more prospects, and more prospects are a recipe for growing revenue.”
OPTIMIZING SALES WITH PROPERTIES & FIELDS
Properties and fields are essential in HubSpot because they provide a structured way to store and organize important information about contacts, companies, deals, and other entities. With properties, businesses can capture and track specific details to personalize interactions and tailor their marketing, sales, and customer service efforts.
For our client, ROOT3 identified a few unique fields that would need to be added to HubSpot to make the experience more seamless. We not only customized fields within the CRM, but we also customized the Service Hub for current customers. These customizations streamlined growth within Sales Enablement and Support.
Along with creating custom properties, ROOT3 created company and contact upload templates for the client to utilize when uploading to HubSpot. This is particularly useful because there is a specific way the sheet needs to be configured for the upload to be successful. Additionally, ROOT3 outlined which fields are relevant to each service line.
THE CHALLENGE FOR SERVICE
The inside service team was receiving about 70-100 client requests a day to an email that copied multiple people. Communication was complicated, visibility was lacking, and there was no succinct method of relaying the status of each request.
Prior to Service Hub, the team relied on Excel and Google Sheets to keep track of all the sales, service, or administrative communications they received. They manually created contact lists and tracking requests, which was tedious and time consuming. Automating service for the high-growth healthcare service client was truly nonnegotiable.
“Businesses can handle service initially because the volume is low. But as they grow, service can be a bottleneck. Not only can it impact growth, but productivity, and more importantly, customer satisfaction.”
TRANSFORMING SERVICE & EFFICIENCY
Most clients’ requests were FAQs that could be solved with automated answers. ROOT3’s goal was to make the client’s Service Hub self-service with a chat flow. This chat flow walked users through a series of questions to determine the service they needed. If their request required an answer from a service line employee, a ticket would be created, and the request would funnel to all pertinent employees through email automation and visibility within HubSpot Service Hub.
The service was automated along with reporting. Service requests would be visible within HubSpot to show how often requests are funneled to an employee and would report to leadership. Professional services staff were spending most of their time reporting and tracking requests, so this automation solved a major challenge.
THE CHALLENGE FOR MARKETING
The healthcare services business had outgrown its marketing CRM and didn’t have a sophisticated tool to create campaigns that could drive ROI with better marketing and sales alignment and automated email workflows.
Leads might receive multiple messages or be overlooked entirely. And the ability to upsell/cross-sell was nonexistent.
“We learned the hard way that a marketing CRM is essential for growing our business. It centralizes customer data, streamlines communication, enhances targeting, and provides the insights to optimize our efforts. Marketing isn’t intuitive – it’s science.”
TRADESHOW STRATEGY
The company invests in industry tradeshows to connect with prospects and existing customers. With multiple tradeshows taking place in Q2, ROOT3 instituted best practices with segmented email cadence(s), creative booth giveaways, social content series, engaging with followers, and strengthening connections via LinkedIn post-show.
Using the HubSpot campaign tool, ROOT3 created, managed, and reported on all tradeshow campaigns. Associating marketing assets and content in HubSpot allowed ROOT3 to measure the effectiveness of collective marketing efforts and track ROI.
Assets that can be associated with a campaign:
- Ad Campaigns
- Blog posts, emails, landing pages, and website pages
- Calls-to-action (CTAs)
- Forms
- Static lists
- Marketing events
- Published social posts
- Workflows
OUR APPROACH
Choosing and implementing a CRM takes time and commitment from the top down. ROOT3’s proven process centers on researching, testing, onboarding, deploying, and training.
HUBSPOT TRAINING AND ADOPTION
Through CRM training, ROOT3 empowers our clients’ employees to not only effectively use HubSpot and maximize its features, but to also align marketing, sales, and service teams. Training and adoption boosts efficiency and overall business success.
- Increase visibility throughout the organization and establish a central source of truth for business development moving forward
- Create training resources and communications to ease user comfort and needs
- Understand all user/service line needs and customize individual needs
- Create a foundation for usability and remain flexible through implementation
“ROOT3 provided excellent training; an introduction to HubSpot and how we can use it to enhance our sales and learn more about our customer sales journey. As we scale our business, we are becoming more reliant on the Hubs to streamline our internal processes – a benefit that exceeded our expectations.”
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