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B2B SaaS Fintech

How we migrated this B2B SaaS company's entire marketing funnel to HubSpot, including their internal database, PLG automation, and backend product.

A Full-Funnel Enterprise Migration to HubSpot

In hopes of migrating their full funnel to HubSpot, a leading invoicing software for small businesses, a company of 50-200 people, partnered with our Revenue Operations team. The fintech company is a B2B SaaS company, but its quick pace, scale, small deal size, and short sales process is more similar to that of a B2C company. Using a Product-Led Growth strategy, they have a strong focus on product development, offering a free trial for users who eventually converts to their paid monthly package. 

They were looking for a platform to migrate their current operations to, where they could manage all of their marketing campaigns, trigger automation with an easy no-code solution, as well as integrate their software and product to build a single source of truth. 

That is why they decided to migrate to a single platform to manage their full funnel - HubSpot. 

ScaleOps performed an enterprise onboarding for HubSpot's full suite, including migrating existing processes from ActiveTrail for marketing automation, and integrating existing software, i.e. Glassix, ad accounts, their internal database platform, and product backend, to have all of their processes managed in one place for full visibility of the full lead journey. 

Read on to see how we did it!

They Needed a Fully Integrated System…

With a product-focused strategy, the company's marketing communications, sales process, and service flow are highly tied to the user's product experience. 

Until we introduced HubSpot into the company's tech stack, the company managed their database of over 100,000 contacts with over 20 software. To name a few, they used AWS for its product database, Glassix for its ticketing system, ActiveTrail for email marketing, Jotforms for surveys, Monday for project management, and their own internal admin database platform where most of their data and automations were stored. 

While some platforms may have been efficient on their own, they often faced bugs, i.e. automated emails would be sent at the wrong times. They also spent a great deal of time upkeeping their data in their internal database platform and Excel files. The company leaned on complex queries to understand the activity touch points and trends. Only a handful of company employees from the R&D team knew how to properly manage this system, creating a bottleneck that could not be ignored. By constantly requiring its development team to automate complex processes, they faced trade offs in its product development. 

As the company worked in various systems, they had limited visibility on the lead journey, making it difficult to identify if a lead performed high or low intention activities or required certain attention. 

They wanted a single system that would provide visibility on the customer journey, act as a single source of truth for their data, and automate their processes without relying on the dev team –ultimately supporting their highly automated PLG strategy.

How ScaleOps Implemented HubSpot…

Our team, led by Yinon, our senior RevOps consultant, and our marketing operations expert took a two-pronged approach: 

  1. Focusing on migrating their marketing automation from ActiveTrail to HubSpot and building the core marketing foundation in the system. This included mapping and importing over 100 thousand contacts data into HubSpot, building automated emails and workflows, and training the company's marketing team to properly build automation processes with HubSpot workflows. This also included training the team on related marketing tools and how to properly manage the naming conventions in HubSpot tools, including lists, marketing emails, workflow, forms, etc. to be a well-ordered CRM.

  1. Integrate their vast tech stack, including their product’s backed into HubSpot so that the user’s activities in their software trigger actions in HubSpot. This included integrating different apps into HubSpot, designing the matter of tracking their sales process, and structuring data in HubSpot for marketing, sales, and customer success.

The project goal was to migrate their operations from external software and integrate their teck stack, implementing them into HubSpot with the full suite of marketing, sales, and service. 

The Results Across the Full Funnel 

What were our results? 

Marketing: We integrated their entire contact database into HubSpot for the foundation of all future marketing activities and implemented the marketing communication automation to nurture leads into paying customers. 

Sales:  We designed a process through HubSpot that structures their sales data and tracks the sales process from lead to post-purchase. 

Service:  We created an in-depth plan for how to integrate their service system into HubSpot, including 3 main pipelines: a Self-Service Pipeline, a Reps-Involved Pipeline, and a Renewal Pipeline. 

Some processes from their internal database platform, Activetrail, and Postmark (email delivery service) were migrated into HubSpot. Other technologies, such as Glassix, Amazon RDS, and more, were included in the integration plan that aimed to sync data to and work together with HubSpot. 

Their were two possible routes to integrate the product database to HubSpot: an API integration via HubSpot’s private app, or Webhook-based integration with a third party integration software, Make. While the API integration would be robust and provide a more complete solution for any potential event, Webhook-based integrations, provide a leaner, no-code solution. The company ultimately pursued the latter as a result of limited dev support while eventually indend full API integration solution on their HubSpot implementation roadmap. 

Throughout the process, we implemented best practices for data management, built a single system to manage their leads, integrated all three hubs with the system to allow the company to have full visibility on its customers’ journeys, and more. With HubSpot’s no-code workflows and a connected product backend, they can easily automate operations to support their PLG strategy. 

We are committed to continuing to use HubSpot as a tool for our business partners’ growth and success in their respective industries.

Our Revenue Operations team works with B2B SaaS clients like this to craft custom solutions that help take their company to the next level. Feel free to reach out if you’re interested in seeing how we can work together to scale your operations with HubSpot. 

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