Gablecraft Homes: Implementing HubSpot to Boost Sales.
The Opportunity
The Gablecraft Homes team came to The Inbound Lab through a referral from an external marketing service provider they also work with. They had recently signed up for the full Professional subscription of HubSpot and needed support in setting up their CRM and marketing processes and technical onboarding.
The Solution
Through years of experience and HubSpot certification, this complex task was an exciting one for Derek Hovinga.
Transferring CRMs.
Gablecraft has several thousand contacts from their previous CRM and needed to efficiently transfer them to HubSpot and ensure they were all placed in new segments to help their sales and marketing teams stay organized. Derek took a deep dive into their previous CRM to ensure all contacts were aligned with their specific segments and then mirrored these segments in HubSpot.
Setting up HubSpot.
Derek set up HubSpot to ensure all domains were connected to their email servers and any necessary integrations were installed.
Forms were created based on Gablecraft requirements, including how external marketing firms and APIs sent contacts to the CRM. This included implementing and testing Zapier to ensure HubSpot was correctly pulling the information required for the Gablecraft team to make educated decisions around marketing and selling to these contact inquiries.
Quality assurance was completed to ensure all functions were working correctly.
“Derek is always quick to respond and a pleasure to work with. Whether it is handing over a CRM/Lead Nurturing project or requesting a tutorial to expand our staff’s skillset – Derek is always professional and always brings a ‘can do’ attitude”
Funnel optimization and marketing automation.
As we completed the CRM set-up, there was only one thing left to do. To develop email marketing and automation initiatives to get the most value out of HubSpot’s marketing professional hub.
Through this, Derek made recommendations on a marketing user flow and how qualified leads would eventually be followed up with sales.
Derek created a user flow optimized for ads, organic traffic and direct traffic based on what got the contact to Gablecraft in the first place.
The Gablecraft sales and marketing teams.
Finally, Derek took their teams through several educational meetings to help guide them through the processes. Documented guidelines (aka cheatsheets) were developed so campaigns could be set up internally. As a result, Gablecraft can now go out on its own to build and deploy its automated campaigns to help increase efficiencies in its sales and marketing practices.
“Derek has been an asset to our company. He is well versed in CRM/Lead Nurturing programs, has helped us develop successful marketing campaigns and also provides training to help expand our staff’s skill set”