Due to having several systems in place – Adobe Analytics, Microsoft Dynamics, SiteCore, Goldmine, SASI, Swan and HubSpot – Bupa’s main issue was obtaining a consistent and clear view of lead generation activity.
At every stage of the funnel, the numbers were different, and for some stages there was no information at all.
Consequently, as leads were being generated, the marketing team had no way to know how, when, where and what leads were moving further into the buyer’s journey and becoming customers.
So not only was there a lack of visibility into leads generated and customers closed, the lead management process itself was incomplete.
To resolve these issues, we proposed overhauling Bupa’s current lead management processes. This started with a lead management workshop to understand Bupa’s goals, including lead stage definitions and handover criteria.
Following the lead management workshop, we helped Bupa’s analytics team to get these new processes integrated into their HubSpot platform (this included creating custom fields, setting up new email templates and workflows, building out deal pipelines for each region Bupa operates in and setting up reporting dashboards).
We also helped Bupa to set up a brand-new form API to accurately capture contact data and store it in HubSpot. This was because their previous contact API was storing information incorrectly.
Finally, we created detailed region-specific reports for Bupa’s marketing and sales teams and attribution reports. The regional reports contained everything from deals created to lead sources, while the attribution reports enabled Bupa’s marketing team to attribute conversions to specific marketing/sales efforts.
Without being able to see when and where leads were generated, as well as how they moved through the buyer’s journey, it was incredibly difficult for Bupa’s marketing and sales teams to know when to hand over leads, nurture them or identify when they were most likely to become customers.
They wanted to – and needed to – consolidate their activities and create a single, consistent lead management process that was repeatable and scalable across all of their systems.
reporting dashboards set up with 100+ custom reports
new systems now connected to Bupa's tech stack
Bupa team members trained on the tool
“Thanks to the work done by Huble Digital, we now have a consistent and repeatable lead management process. The reports they have set up have given us the clarity we need and enabled us to visualise our entire sales funnel.”
Thanks to Huble Digital’s most experienced HubSpot consultants, the lead management workshop and implementation project went smoothly.
Over the period, our consultants worked closely with more than 25 of Bupa’s senior members of staff and their analytics team to create new workflows, email templates, custom forms, deal pipelines, dashboards, APIs.They even helped set up live chat on Bupa’s website!
It would not be unfair to say that the work couldn’t have been done without them. Maybe they could help you next?