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Grupo Aberasturi partnered with Digifianz to migrate their sales data to HubSpot, modernizing their operations through automation and centralization. This transformation enhanced efficiency, personalized communication, and strengthened customer relationships while preserving their human touch.

About Grupo Aberasturi:

Grupo Aberasturi, with over 78 years of experience in the agriculture and livestock industry, is a leading company in livestock consignment. Renowned for its commitment to quality and personalized service, the company has been a trusted partner for its longstanding customers, building business relationships based on trust and closeness.

Project and Goal:

Grupo Aberasturi partnered with Digifianz to modernize operations by migrating their sales and customer data to HubSpot. The goal was to centralize information, automate critical sales and communication processes, and professionalize client engagement while maintaining the human approach that defines their brand.

The Challenge

As operations expanded, Grupo Aberasturi faced increasing difficulty managing sales pipelines and customer information with their traditional systems. Major challenges included:

• No centralized customer or sales data.

• Manual processes causing delays and duplication.

• Limited capacity to scale communication while keeping it personalized.

• Rigid limitations imposed by WhatsApp Business for client communication.

Our Solution

With strategic guidance from Digifianz, Grupo Aberasturi underwent a complete digital transformation, with HubSpot at its core. Key steps included:

1. Data Migration: All relevant historical data was imported into HubSpot, despite client reluctance to clean and organize the data. This ensured information integrity and access to critical legacy records.

2. Workflow Automation: Complex workflows were designed to automate deal creation, buyer matching, and client messaging. This eliminated repetitive tasks and reduced manual intervention.

3. Smart Buyer Matching: When a new livestock lot was listed in the external system (Plaza Ganadera), a Deal was automatically created in HubSpot. Then, using a smart tagging system based on category (e.g., "Torito Invernada"), the Deal was linked to potential buyers. Only engaged contacts remained associated; unresponsive ones were automatically removed after 7 days.

4. Communication via WhatsApp: Due to the rural nature of their audience, WhatsApp was the preferred communication channel. However, strict platform limitations posed challenges:

• Only 2 templates per contact per day.

• Maximum of 1,000 free monthly sends.

• Requirement to use pre-approved message templates.

Overcoming WhatsApp Limitations Digifianz implemented a breakthrough workaround:

• A daily opt-in message was sent to the full contact list, asking: "Do you want to receive today's opportunities? Reply YES."

• Once a contact replied, a conversation was officially open in WhatsApp.

• This allowed the system to send unlimited messages, bypassing the template limit.

In addition, 78 custom WhatsApp templates were created, one for each livestock category, ensuring targeted communication.

5. Centralization and Visibility: HubSpot became the central source of truth, not only for sales and communication but also for managing relationships. All contacts, deals, and activities were logged and visible to the entire team.

6. Integration with ERP: HubSpot was integrated with the client’s legacy ERP for billing and recordkeeping:

• Deals marked as "Closed Won" in HubSpot were pushed to their ERP with complete data.

• New contacts created in HubSpot were synced back to their ERP.

• Challenges included working with dual invoicing modes (white/black market) and data inconsistencies.

Outcomes and Value

Following the implementation, Grupo Aberasturi experienced transformative results:

• Modernized Sales Management: A scalable and reliable CRM supporting their growing operations.

• Operational Efficiency: Dramatic reduction in manual work.

• Enhanced Buyer Experience: Timely, personalized communication at scale.

• Strategic Visibility: Real-time metrics and centralized reporting.

• Data-Driven Automation: Smart contact cleanup, matching, and messaging.

Embracing Innovation Without Losing Tradition

Grupo Aberasturi's journey demonstrates that even the most traditional industries can thrive through digital transformation. With creative solutions to platform limitations, customized workflows, and deep automation, Digifianz helped preserve the company’s core values while enabling scalable modernization.

This success story highlights that innovation and tradition can go hand in hand, strengthening the foundation for building lasting customer relationships.

If you are in search of a qualified partner for your Marketing and Sales area, we would love to speak with you!