Bridging Sales & Marketing
How Visma PinkWeb embraced HubSpot
Visma | PinkWeb
Technology
HubSpot
2023
SaaS for accountancy
HubSpot implementation, Data migration
Despite having the largest market share in the SaaS industry for accountancy, PinkWeb struggled with sales and marketing challenges. The company was using multiple systems, which meant customer data was fragmented across multiple applications. Sales teams were not looking at the same data, leading to inefficiencies in the marketing funnel.
Leads were not followed up promptly, resulting in missed sales opportunities. A lack of insight into the effectiveness of marketing campaigns meant that marketing ROI was not transparent.
PinkWeb's considerations
The new system for PinkWeb’s marketing and sales department had a list of requirements. The tool had to have a simple interface for optimal user adoption within PinkWeb. In addition, the tool had to be able to grow with PinkWeb. To get to the right cost point, PinkWeb scrutinised their current tech stack and made a trade-off in functionalities they needed.
Systems replaced by HubSpot
Customer satisfaction
users onboard
26
Sanne Nijboer
Online marketeer
Game changers
From LeadInfo, tawk.to, Typeform, Autopilot and PipeDrive, PinkWeb switched to HubSpot where everything comes together in one application. After several workshops, data migration and further training, PinkWeb now works successfully and happily in HubSpot.
Needs analysis. With marketing and sales workshops, we mapped PinkWeb’s needs and processes. This gave a good picture of via which channels leads enter the CRM and the responsibilities of the marketing and sales departments in the buyer journey. We thus agreed on what follow-up contacts should receive from the first touchpoint and how the sales team should pick up the leads and take them through the sales funnel.
Data migration. During the data migration, data quality was one of PinkWeb’s concerns. The data came from different sources, which created a large amount of data. We worked according to a fixed step-by-step plan: first, map all companies, then all contacts and then the deals. And everything had to be deduplicated, of course. Also, all contacts had to be associated with the right company, and all deals had to be with the right company and contact.
When importing data, we always look a step further than the data itself: what exactly can you do with this data regarding marketing and sales campaigns? And what format can you use for the most insightful reports?
Training & support. The training sessions familiarised PinkWeb’s teams with the new system and the new way of working. A little training is not enough: we are also a source of questions for PinkWeb after implementation. Further optimisation is always on the agenda, for example, by signalling new HubSpot features and how they can best be applied. This is how PinkWeb gets the most out of HubSpot.
How are they now?
One goal of the implementation was to bring sales and marketing closer together. Today, joint meetings between the teams work towards the same goal: more happy customers.
The sales reps receive a signal from HubSpot when one of their target accounts has been on the website. They then see which pages they visited and thus know what the customer or prospect is interested in. This allows them to respond to essential interactions in time.
In addition, leads are automatically delivered to sales upon a specific lead score or action, such as a click to the demo page in a nurture flow. The sales team then determines whether or not the lead is ready to be followed up. The teams also look for each other in content creation and new product development. And ultimately, the data comes together in joint dashboards.
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