A new sales pipeline project in HubSpot, with the goal of providing a smooth entry and conversion for leads acquired via lead generation campaigns.
About Nearsure:
Nearsure was born in 2018 to help US companies form their technical teams, providing distributed software development solutions for any technology, spanning every industry.
With a remote mindset, Nearsure staff and support US teams with the savviest Latin American tech talent so they can scale quickly, hit important milestones, and reduce time to market.
Project and Goal:
Nearsure previously worked with us to create their initial pipeline in HubSpot, focusing on their main sales process from proposal to client conversion.
They were so happy with our initial pipeline that they requested our assistance with an additional sales pipeline project. This time, the main goal was to provide a smooth entry and conversion for leads acquired via lead generation campaigns.
The project included:
- Sales Process Bootcamp
- Process Plan
- Pipeline Implementation in HubSpot
- Reports
- CRM Organization and Strategy
Learn more about HubSpot Sales Hub Implementation >>
Main Challenges:
We faced a significant challenge in working effectively with Nearsure to design and implement a new pipeline. The project goal was to help the client streamline their current processes and improve efficiency. To overcome this challenge, we had to work closely with the client to understand their specific needs and tailor the pipeline accordingly.
It was important that de deals coming from Lead Generation, were not created manually.
Also, the client needed to be able to track the conversion between deals that were coming from the "Lead Gen" pipeline to the main pipeline, up to the deal closing. And, at the same time, not mixing the main pipeline with unrelated deals.
Additionally, we had to work quickly and efficiently to stay on track with the tight deadline.
Results and Outcome:
The result was a lead generation pipeline implemented in HubSpot, consisting of 6 workflows with their corresponding automations.we created a structure that allowed for this.
The creation of the "Lead Gen"pipeline provided a place for highly qualified leads that were not ready to enter the main pipeline. In addition, it allowed our client to have the knowledge of what percentage of "Deals won" in the main pipeline came from Lead Gen, with the aim of giving them special treatment based on their source.
Finally, as a complement to it, reports were created for each area of focus within the lead gen pipeline.
We concluded with a successful re-organization of the CRM, ensuring a smooth flow of information from contact, to deal, to client. All of this was accomplished in less than 6 weeks of work.
How we did it: What did the work include?
- Sales Process Bootcamp
During this session, we reviewed the lifecycle stages up to this point and identified the current pain points. The goal of this review was to help Nearsure narrow down their ideas for the Lead Generation pipeline they had in mind and identify specific targets for improvement. Through this process, we were able to pinpoint areas of the pipeline that needed the most attention and develop concrete plans for addressing these issues.
- Sales Process Plan
During our session, we reviewed the formation of the sales process and the documentation created for it. Through this analysis, we were able to identify the key elements of the pipeline and create a visual representation of it using Whimsical. We examined each stage of the pipeline in detail, discussing the properties that would be required and the automations that should be applied at each step.
This allowed us to have a clear understanding of the process and identify any areas that needed further attention or improvement. By creating a detailed Whimsical of the pipeline and reviewing each stage, we were able to ensure that the process was well-structured and had all the necessary elements in place to function efficiently.
- Pipeline Implementation in HubSpot:
- Contact and Deal Creation
Our first goal was to find a way for deals to be easily created in this pipeline once a qualified lead gen contact was created, or upon being qualified. We did this by including a custom single-checkbox property in the contact creation form and the main contacts property sidebar. When this property was checked, a new deal associated with the contact would be generated automatically within the new lead gen pipeline.
This allowed the team to add new deals easily to be able to easily monitor each opportunity, while also ensuring that sufficient detail and record-keeping was provided within the contact record.
- Process: Once a new lead gen deal was added, the Nearsure team would then schedule a meeting with the associated contact, moving them to the next part of the pipeline, where the meeting date is recorded alongside key information about the opportunity.
Throughout these first two stages, automations were also included to continually assign tasks and send notifications to the Nearsure team members in charge of each opportunity to ensure timely followup with each and every opportunity at just the right time.
Through meetings and follow-ups, the team would qualify the opportunity and analyze whether or not they were sufficiently qualified and had sufficient interest to proceed to the main pipeline. If so, the lead gen deal would be marked as 'won' and a related deal, associated with the contact, would be automatically generated in the first stage of the main sales pipeline and all relevant information transposed via an automation.
If the deal was marked as 'Closed Lost' the associated contact would enter into a short period or sales-based follow ups, then eventually be marked as either a Marketing Qualified lead to receive further marketing-based nourishment, or unqualified — depending on each case.
- Reports: We created specific reports for each area of focus within the lead gen pipeline, with a primary focus to report on how many lead gen deals continued on to the main sales process, and out of those, how many became clients. All of which was tracked through a series of custom properties marked via automation at each conversion stage, to ensure that each opportunity could be tracked from the detection of a lead gen opportunity to the acquisition of a new client.
- CRM organization and strategy: Throughout the implementation of the lead gen pipeline, we also helped Nearsure organize their CRM, removing unused properties, merging repetitive properties, and converting open text properties into simplified standardized drop-downs. These changes facilitated the sales process, provided improved visibility and reporting, and ensured a smooth flow of information from contact, to deal, to client.
Conclusion
Working with Nearsure has been a pleasure for our team. We have had the opportunity to collaborate on several projects, specially, providing support with the implementation of HubSpot.
This particular project presented a significant challenge, but we were able to successfully bring the client's needs to reality by working closely together and delivering the project on time.