Transforming Broadbean's use of HubSpot & Salesforce

Having used HubSpot for a year and integrated it with Salesforce, Broadbean wanted to learn how they could better use their tech stack to support business growth.

How can we get more out of our HubSpot & Salesforce integration?

Prior to enlisting support from Huble Digital team, Broadbean had been using HubSpot for one year and had recently moved its CRM system from Microsoft Dynamics to Salesforce.

The main issue for Broadbean was that data wasn’t flowing correctly between HubSpot and Salesforce, leading to poor lead qualification, missed opportunities and skewed ROI reports. To make matters worse, there was no detailed breakdown of their sales funnel, making it difficult to see what leads were being generated and closed. 

In addition to this, Broadbean wanted guidance on content marketing best practice, including buyer personas, content planning and workflows so they could create better campaigns and content overall.

Ensuring the marketing and sales teams have one version of the truth

Considering Huble Digital’s advice, Broadbean signed up for two full days of HubSpot and Inbound Marketing consultancy. Day one included buyer persona and journey planning, content auditing and development, HubSpot social media tools and finally, lead nurture workflows. Day two focused on redefining Broadbean’s lead management process (agreeing and defining new lead stages) and optimising their HubSpot and Salesforce integration.

As a result of these activities, Broadbean are now able to develop comprehensive content marketing campaigns, which attract, convert and close leads, while their lead management process is documented, ensuring a robust and repeatable process. Lastly, the Huble Digital team offered HubSpot best practice advice, including how to design lead-generating landing pages, using social scheduling tools properly, developing workflows and optimising forms.

"We wanted to realise the potential of HubSpot and Salesforce."

Data wasn’t flowing correctly between HubSpot and Salesforce, leading to incomplete pipeline reporting and poor lead qualification. Opportunities were being created, but there was no granular breakdown of them, skewing sales, the lead funnel and the marketing team’s ability to report on ROI. 

Also, Broadbean – while familiar with content marketing – needed help planning and building more sophisticated lead nurturing campaigns as this would allow them to see where leads are in the buyer journey, tailor content accordingly and, nurture them to the point of purchase.
Bespoke Team Images 18

Enabling Broadbean's HubSpot and Salesforce integration to evolve

HubSpot and Salesforce were both crucial to the success of the project. Broadbean’s foremost issue was the communication between HubSpot and Salesforce as this was inhibiting their ability to correctly report on lead numbers and subsequently, ROI. 

Helping Broadbean to document and develop a robust and clearly defined lead management process ensured that they would always know where leads are in the sales cycle (also improving the lead handover process), as well as be able to accurately report on closed/won and closed/lost opportunities.

Stats

2

Days of on-site consulting

4

Marketing team members trained on the new process

1

Robust lead management process implemented
Laura Gowthorpe
Laura Gowthorpe
Marketing Director

“Huble Digital’s understanding of HubSpot exceeds even HubSpot’s understanding of HubSpot. Combined with a real appreciation for our marketplace, the consultancy we received was perfectly tailored for our needs and has given us the foundation to supercharge our inbound marketing activity.”

Introducing Huble Digital's HubSpot experts

Broadbean’s training was overseen by Huble Digital’s implementation and lead management experts. They devised some real hands-on training exercises – tailored to requirements – to allow Broadbean to get the most of the two days consultancy. They also helped Broadbean to map our their new lead management process, laying the foundation for the good work to come. 

Huble Digital’s HubSpot team then trained Broadbean on how to use specific tools within HubSpot, giving them the knowledge they needed to set up reports, create campaigns, distribute content, automate specific activities through workflows and much more.
Bespoke Team Images 13-1

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