Case Study: Building a profitable CRM
At Benecomms, our capabilities range from idea-melding creativity to insightful analytics to organizing our clients’ systems so that it all runs smoothly. We work with clients on a technology solution that meets their needs. We harness the power of data that our clients’ prospects and customers produce, listening closely to what it tells us. Finally, we ensure alignment between our clients’ overarching goals and the people doing the work. It’s this crucial behind-the-curtain work that we call Marketing Operations.
One of our B2B services clients challenged Benecomms to help them structure their customer and prospect data so that they could benefit from having it all in one system, making it easily accessible and transparent. This was a “heavy lift” because they produce a lot more customer data than most B2B companies due to their commitment to maintaining training records for tens of thousands of industrial rescuers, and due to their varied lines of business.
With pieces of information stored in disparate systems, this company struggled to get a comprehensive view of their customers’ activity. Customer purchase activity is a valuable lagging indicator, but combining it with visibility to how that same customer interacts with online content provides a much richer picture and allows for more meaningful segmentation and better communications. The team understood the value that would be unlocked by adopting new systems and aligning their data in such a way that would allow their sales and marketing efforts to flourish.
We quickly got to work on understanding their customer data workflows and processes. Our technology solution, HubSpot CRM and the HubSpot Pro suite of tools, was a great fit for them. We did a phased onboarding of their team, in which a select few senior team members began working with us on marketing and marketing automation, followed by the rest of the team getting steadily onboarded on the sales features and building out their deal pipeline.
Their customer records now show purchase activity as well as email correspondence, proposals sent, webpages viewed, etc, all in one place. Working on HubSpot has enabled us to help them identify prospects based on website traffic, and to segment their contacts according to their interests, making their marketing and sales efforts more effective.