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Empowering a real estate enterprise with HubSpot

Architecting and onboarding HubSpot for a unified view of customer data

Knight Frank is the largest independent property consultancy in the world, with almost 9,000 people operating out of 150 offices in 14 territories, partnering in property with some of the world's largest organisations.

However, in Asia Pacific, Knight Frank APAC did not have an existing CRM system used across marketing and various business units, leading to siloed views of customer requirements and a lack of dynamically accessible data.

Additionally, due to disparate systems, KFAP struggled with a lack of digital and technological comprehension and continuity across the customer journey.

KFAP wanted to find out if HubSpot could help give them a unified view of their customer data and needed a partner they could trust with migrating an enterprise-scale organisation to HubSpot with a focus on the needs of key stakeholders, as well as data security, finding Huble to be the ideal partner.

The challenge

KFAP was running its business in an old-fashioned manner, leveraging spreadsheets and email to manage its communications with little insight into data and consistency around building meaningful relationships.

This meant that KFAP did not have a way to capture the client relationship and data end-to-end and needed a way to do so to better service its clients.

The challenge for us at Huble was to determine how to enable KFAP to understand how they are currently doing business and to do business more effectively by leveraging CRM technology.

Initially, three business units would need to be migrated to HubSpot: the marketing team, the OSCA team (Occupier Services & Commercial Agency), and the Capital Markets team. 

Our solution

We took a three-pronged approach to this challenge.

First, we needed to understand KFAP’s marketing requirements and understand how they were approaching their marketing, what tools they used (DotDigital), and where their data was stored, before determining how to enable them to manage that marketing data more effectively. 

Next, we held workshops with the two sales teams - Capital Markets and OSCA - to understand their CRM requirements. 

We then moved them away from leveraging Excel spreadsheets and put in a systemized approach that would capture not only the deals and the financial data but also the sales activities to enable them to understand how they can enable themselves to be able to do things better and be more effective in building relationships with their clients.

Finally, we addressed their system administration, looking at their technology and data to determine how to best segment the data. This involved ensuring that the correct permissioning structures and integrations were in place and that only the right people have access to the right information.

Additionally, we needed to ensure that the system was maintained in a way that it does not have duplicates or allow for the incorrect people to have access to the incorrect information.

For example, we ensured that the two different sales teams know if the other business unit is working to sign the same company, however, they aren’t able to see any email communication or details around the discussions.


The results

 

Here’s how our hard work played out:

- Key stakeholders were extremely happy with the roll out of the CRM and how their portal was set up

- We moved their different business units and marketing team from using many different systems and tools into one consolidated system, giving everyone streamlined access to the data and tools they need.

- A key focus was continuous stakeholder and change management throughout the project

- An additional focus was data security and user permissioning

- 1105 new contacts have been created since August 2022 - after Dotdigital data migration

38.5 %

Pageview to submission rate

19.27 %

Pageview to contact rate

300 %

Improvement in lead response time

Thanks to the team at Huble, the CRM implementation for our two key business units and marketing division went smoothly and resulted in more efficient processes, with encouraging results that will likely lead to more widespread adoption of HubSpot among Knight Frank’s various regional divisions.

Jasper Fee,

Marketing Operations Manager at Knight Frank



Next steps

Through this migration, Huble helped Knight Frank, a global enterprise, test migration to HubSpot on a regional level before committing to a company-wide roll-out.

Having shown that HubSpot is capable of meeting the needs of the different business units while also helping them see improvement in their key metrics, we are looking forward to continuing this migration for the entire company.