Due to having several systems in place – Adobe Analytics, Microsoft Dynamics, SiteCore, Goldmine, SASI, Swan and HubSpot – the international healthcare company'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 the international healthcare company's current lead management processes. This started with a lead management workshop to understand the global financial services provider’s goals, including lead stage definitions and handover criteria.
Following the lead management workshop, we helped the international insurance organisation'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 the global financial services provider operates in and setting up reporting dashboards).
We also helped the global financial services provider 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 the global financial services provider’s marketing and sales teams and attribution reports. The regional reports contained everything from deals created to lead sources, while the attribution reports enabled the global financial services provider’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 organisations 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.
The organisation's HubSpot platform played a crucial role in bringing everything together, ultimately becoming the “single source of truth” that was required.
With the lead management processes built out in HubSpot – and HubSpot integrated with the other systems –The organisation had a central location where information was stored correctly and in real-time.
The reports also enabled the organisation to “fill in the gaps” and identify exactly where leads were in their sales funnel and what channels were generating the most value for the business.
custom reports created with +30 reporting dashboards set up
systems now connected in financial organisation’s tech stack
team members trained
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 the organisation'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 the organisations website!
It would not be unfair to say that the work couldn’t have been done without them. Maybe they could help you next?