Retargetly is one of the leading digital advertising personalization companies in Latin America. Their product catalogue includes IDx, one of the main cookie replacement platforms that have come up in light of the recent privacy changes within Google Chrome, iOS, etc. They also sell pre-made audiences and custom audiences by request for companies that run multiple campaigns and require the least time possible to generate audiences.
Their clients include leading brands in Latin America such as Clorox, Walmart, Renault, OLX, Banco Galicia, YPF, and more.
They have recently been acquired by Epsilon, one of the largest identity-based solutions provider in the world. This has really put Retargetly on the radar.
The project's goal was to implement all three main hubs within HubSpot: Sales, Service, and Marketing and in order to do so we were constantly in communication with the main relevant teams for these hubs: Management, Sales, Customer Success, and Marketing. Each of these teams had sub-teams within the main regions of Latin America: South Cone, Brazil, Central America and Mexico.
Before Digifianz came in, all the teams had their own individual software solutions, pipelines, and different processes. We worked with them to centralize these processes within HubSpot and reduced differences between regions to the minimum to allow better visibility by management and more efficient onboarding of new members of the team.
We organized the process through a set of bootcamps, as well as a set of deliverables that would allow the Retargetly team to be trained within HubSpot and know how the process was executed in HubSpot from a theoretical standpoint.
The bootcamps that we covered with them ranged through a variety of topics. We had multiple bootcamps pertaining to the Sales and Service processes, where we first reviewed their needs and current strategy, presented a chart explaining our strategy to implement the Sales and Service processes in Hubspot, and then a final review of the implemented process within the CRM.
We also had a set of trainings where we covered the Sales, Marketing, and Service hubs with the relevant members of each team, so that everyone was able to do their job within HubSpot with minimal friction.
This was very important for Retargetly since switching tools and processes within a company can be very challenging and training is key to avoid errors in a production environment.
Additionally, we created theoretical charts within Whimsical that covered how the Sales and Service processes were implemented, in order for the team to avoid digging through different workflows (automations), as well as multiple settings menus. This instead keeps everything in one document that the team can refer to.
Finally, we also helped them transition some of their landing pages into HubSpot so that they could convert contacts as soon as possible within HubSpot and thus avoiding development in external platforms.
We worked alongside management and the specific teams during weekly meetings to close out each part of the process once it was fully functional and utilized by the team.
With this Sales and Service process we managed to implement 34 workflows, which helped the team make the most of their workday with automatic reminders along with other automations that reduced the amount of work the team had to do on a daily basis.
Sales Process Chart in Whimsical
For Retargetly's sales process, we created three main pipelines: Contracts, Renewals, and Non-recurring Sales.
The most complex of these pipelines was the contracts Pipeline, which included the majority of automations as well as the majority of sequences. This pipeline has a total of seven stages. The other two pipelines are much shorter, and naturally have a shorter sales process due to being based on pre-existing company relationships.
Creating these three distinct pipelines was a critical step in improving Retargetly's sales process. By breaking down their sales activities into separate pipelines, the company was able to develop more focused and efficient sales strategies. The contracts pipeline, in particular, was the most complex of the three, requiring significant attention and resources from our team. However, by investing the necessary time and resources into this pipeline, Retargetly was able to streamline their sales process and drive significant growth and success.
The other two pipelines, Renewals and Non-recurring Sales, were also important in helping Retargetly manage their sales activities in a better way. These pipelines were shorter and less complex than the contracts pipeline, but still required significant attention and resources from our team. By developing clear processes and workflows for each stage of the sales process, Retargetly was able to manage their sales activities and drive better results.
Overall, the creation of these pipelines was a key factor in the success of Retargetly's sales process, and helped the company to achieve significant growth and success in their industry.
Service Chart in Whimsical
The service process developed by Digifianz for Retargetly was designed with the goal of providing a seamless experience for Retargetly's clients. The process involves the use of four separate inboxes, each tied to a regional service desk email address, allowing clients to request new audiences, ask questions, or learn more about Retargetly's product offerings.
The inboxes automatically create tickets within a single pipeline, which is designed to automate the handling of client queries, ensuring that all client queries are handled efficiently and in a timely manner. The pipeline is automated and the tickets move depending on whether Retargetly is pending a reply from the client or not. This ensures that no queries are overlooked, and that clients receive the support they need as quickly as possible.
Ticket and conversation owners are assigned automatically based on the client's region or whether they already have an assigned account manager. This ensures that each client is connected with the right person to help them with their query, and that they receive the support they need as quickly as possible.
If there is no response to a ticket within a certain timeframe, the system sends an alert to a designated Slack channel to ensure that unresolved tickets are quickly addressed. This helps to ensure that Retargetly's clients receive the best possible experience when working with the company.
Overall, Digifianz's service process has helped streamline Retargetly's client support efforts and has enabled the company to provide a high level of support to its clients. The process has been highly effective in handling client queries and has helped to build strong relationships between the company and its clients.
Before our work together, the Retargetly team used a mix of spreadsheets and one Pipedrive account for the Brazil team. This meant that upper management had to work with each individual country manager to understand what was happening with the business and kept the company with separate processes that were not compatible with each other.
We worked alongside their VP of Revenue from the start so that we could have a central point of contact for all country managers. This allowed us to focus on finding the best process for all the teams involved without having to communicate with multiple people for each point of the process.
The first portion of the process focused on getting the Sales team up and running, with a transition from spreadsheets to HubSpot. In meetings with the VP of Revenue and each Country Lead, we looked at ways that their current process could be adapted into HubSpot with automations that took care of follow ups, the use of sequences and more. This was done through a theoretical sales process mockup made using Whimsical.
Once this theoretical sales process was discussed and approved, we started implementing it within HubSpot, working directly with each decision maker to make sure that the process fit their needs.
At this point, we started working with the Customer Success team on two main points:
In addition to its ease of use, HubSpot provides a range of benefits that were instrumental in the success of the process. Firstly, HubSpot's centralized platform enabled Retargetly to manage all of their sales, marketing, and customer service activities in one place. This allowed the team to easily track their interactions with clients and prospects, create targeted marketing campaigns, and streamline their sales processes.
HubSpot also offers a range of powerful analytics tools that enable companies to gain deep insights into their customer base and their interactions with the company. This includes detailed reports on website traffic, lead generation, email campaigns, and more, which can be used to inform strategic decision-making and drive growth.
Finally, HubSpot's integrations with other key business tools make it easy for Retargetly to connect their various systems and data sources, allowing for further streamlining of their operations in the future. All of these benefits, combined with Hubspot's user-friendly interface, made it an ideal choice for Retargetly as they looked to optimize their business processes and drive growth.
During the project's implementation we faced some challenges that needed our attention and creative solutions. One big issue was dealing with the different priorities, tools, and processes of teams across multiple regions and languages. To solve this, we had meetings with the teams and managers to come up with a common process that worked for everyone, with some tweaks for certain country teams.
Another challenge was the handoff process between Sales and Customer Success, which differed by region. To make sure the process worked for both teams, we worked closely with them to identify and address any issues. For example, the Customer Success team used specialized tools that didn't work with the new system, so we adapted the Shared Inbox functionality within HubSpot to create a personal inbox for each member of the team.
Overall, we overcame these challenges through effective communication and collaboration, finding solutions that accommodated the unique needs of each team and region. The end result was a successful implementation that improved organizational efficiency and effectiveness.
Retargetly has experienced a significant improvement in performance since the implementation of HubSpot. The company has nearly doubled its closed deals per month since the end of last year, and the entire team has fully embraced the platform. HubSpot enables the tracking of sales-related activities such as calls and emails, which in turn generates useful reports for management to review, including the amount of sales activities per rep.
The implementation of HubSpot has enabled Retargetly to improve its customer relationship management capabilities significantly. By having all customer-related data in one location, Retargetly can understand its customers' needs and preferences better. This allows for the tailoring of marketing and sales efforts towards specific audiences, resulting in higher conversion rates and improved customer retention.
Retargetly's HubSpot Marketing, Sales, and Service process was a challenging but very fulfilling project.
Working with multiple teams across multiple countries and aligning those priorities and expectations was very intense, but allowed us to implement HubSpot in a way that the contact would be tracked within the CRM from the first marketing touchpoint to any support requests that they might have in the future. It also reduced the amount of tools that the team utilized, centralizing everything in one tool that is easy to learn yet powerful to replace multiple tools.
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