Industry
Data, Analytics & Open Banking Platforms
Challenge
Lack of closed-loop sales reporting; client database maintained in different Excel sheets; high manual input for sales pipeline; needing recommendations to make the website effective at driving leads.
Results
18% increase in revenue , 131% increase in average time on page; prospecting significantly simplified; shortens the time period for closing deals; Sales team expanded to four times as many salespeople.
Key Service
Sales Enablement
HubSpot’s tools are extremely useful for carrying out digital marketing activities across different channels. What’s amazing is that all our marketing efforts can be tied into one campaign, which helps us to analyze performance effectively and add context to the metrics. HubSpot’s buyer persona-based approach helps us customize messaging to what’s most relevant to the audience. I can slice and dice the contacts within the CRM, based on their lifecycle stage and web activity for more personalized communications. This improves email marketing metrics, goal conversion rates and results in more MQLs and SQLs for the Sales Team.
About IBS Intelligence
IBS Intelligence is a leading FinTech industry analyst and publisher , offering comprehensive coverage of the FinTech world. The company creates reports and publications to help organizations and professionals stay up to date with the latest news, trends, and expert insights. They have offices in the UK, America, India, and the Middle East.The Challenge
IBS Intelligence approached IFT in June 2019 primarily looking for an evaluation of their website to make it more effective at driving leads. The core challenges identified were:
- Fragmented Data: Lack of closed-loop sales reporting. The client used Salesforce only for customers, while the main database was kept in disparate Excel sheets.
- Manual Processes: Virtually all marketing lead processes were manual , from leads coming in via WordPress forms to assignment and follow-up.
- Inefficiency: High manual input was required for pipeline management , and the original prospecting process was complex.
Solution
IFT implemented HubSpot Sales Pro to consolidate data, automate processes, and enhance the sales funnel.
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Data Consolidation: Consolidated everything from different sources to save time and reduce errors.
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Sales Pipeline: Created a new sales pipeline in HubSpot and integrated it with the eCommerce product library.
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Automation Workflows: Used HubSpot Sales Pro features like Sequences and implemented nearly 100 different automated deal workflows for product categories , saving money on custom integration settings.
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Lead Management: Transferred all WordPress forms to HubSpot forms , added automated follow-up emails , and set up workflows to autoassign leads and set follow-up reminders.
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E-Commerce Integration: Integrated WooCommerce with HubSpot to capture necessary e-commerce data.
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Training & Enablement: Trained the Sales team on sales automation tools and provided an in-depth manual/workbook.
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Reporting: Created country and product-specific reports and clear dashboards for the senior management team.
The Results
The implementation of Sales Automation and Sales Enablement resulted in significant, measurable uplifts and strategic gains. Comparing the post-implementation period of September–November with the pre-implementation period of June–August, the project delivered an 18% increase in revenue, a dramatic 131% increase in average time on page, and notable uplifts in traffic and engagement, including a 44% increase in new users and a 35% increase in sessions. Beyond these numbers, the strategic and operational impact was profound: the efficiencies of the new automation and sales processes led directly to the client expanding its Sales team to now include four times as many salespeople. Furthermore, the prospecting process was significantly simplified and the time period for closing deals was shortened, as HubSpot's lead scoring and lifecycle stage triggers made it far easier for the Sales team to reach out to contacts. IBS Intelligence now enjoys vastly increased visibility, able to view all website activity and contact actions on marketing and sales emails, a system far more strategic and efficient than their old process, all thanks to the successful automation workflows and eCommerce integration.
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