Esprit Planète integrates HubSpot CRM in 5 steps with Make the Grade

Building growth with a CRM architecture on HubSpot

Hitherto using Sellsy CRM, startup Esprit Planète chose Make the Grade to migrate its data to HubSpot. The process took place in 5 steps, so that Esprit Planète could complete its migration without any obstacles.

Esprit Planète supports environmental initiatives

How can you participate in the ecological transition through the use of reusable cups? Active since 2010, startup Esprit Planète has set itself the mission of providing practical solutions to the use of disposable cups. Here are just a few of its many feats:

• Providing reusable cups for 500,000 people during the Transat Jacques Vabre.
• Provide Orange West management with 100% recycled plastic cups.
• Join forces with the Rennes metropolis to become a pioneer in the elimination of disposable cups.
• With over 10 years' experience, particularly in the events sector, Esprit Planète now has major growth objectives.

Initial problem: structuring a data migration from the Sellsy solution to the HubSpot platform

Following the Covid-19 crisis, Esprit Planète made the decision to no longer be dependent on a single product. They then began to offer new services. With an increasing number of customers, the Sellsy platform was no longer suited to their needs. Both in terms of database management and reporting. They called on Make the Grade to migrate their data to HubSpot, offering an environment more conducive to their challenges:

• Build a new CRM architecture on HubSpot to anticipate their growth
• Structure a data migration strategy between two platforms
• Centralize data, tools and marketing, sales and customer support teams

We developed a 5-step action plan, with a precise process, to ensure a smooth and seamless migration.

Step 1: Custom configuration of the CRM platform and creation of sales tunnels

The first essential step in this project was to configure the CRM database according to the startup's needs. HubSpot CRM is based on objects, or data universes. Corresponding to contacts, companies, tickets, conversations and so on. Three types of standard objects have been identified for Esprit Planète: contacts, companies and transactions. A total of 43,000 objects were imported. Following this, we linked information sheets to them.

These store available data, in other words properties, such as phone number or email address. While some are included by default for each object, HubSpot offers the option of developing custom properties. This is what we did, with 34 custom properties created. We were able to segment contacts into 33 different lists, based on property values.

The final phase of this step was to enable the startup to visualize its entire sales process. In this, sales tunnels answer this question, offering a tracking of sales over time. Using the "Transactions" object created earlier, we were able to develop a sales tunnel customized to the needs of Esprit Planète's teams.

Step 2: Building and setting up lead scoring

Esprit Planète was having difficulty defining their prospects' level of interest and conversion potential. It was important to find a solution to identify which business opportunities to prioritize. A lead scoring method was implemented, enabling the precise measurement of contacts' progress through the buying cycle. The HubSpot lead scoring process took place in 5 phases:

• Phase 1: Inventory of contacts' actions and behavior on the site, enabling them to be awarded points according to defined criteria.
• Phase 2: Setting up lead scoring on HubSpot, once scores have been assigned to each action and behavior.
• Phase 3: Definition of an MQL list, grouping together purchase-prone contacts, to enroll them in email marketing scenarios.
• Phase 4: Creation of email marketing scenarios, to bring the MQLs to maturity and transform them into SQL.
• Phase 5: Development of workflows to automate a maximum number of sales actions and complete a genuine lead nurturing strategy.

Thanks to this score, Esprit Planète can quickly see where their leads are in the sales funnel. They don't risk missing out on future customers, or pushing prospects who are still too immature.

Step 3: Developing business automation workflows

Following the definition of lead scoring, we were able to set up several workflows, according to the different transaction phases. The aim of the workflows is to automate sales, marketing and customer service actions. Using the score obtained, each contact was positioned in a segment, and allocated to the right sales teams. A sequence of several actions was defined according to the contact's progress in the funnel. Here's an example of the HubSpot sales workflow developed for Esprit Planète:

• The visitor has submitted a form to receive a catalog.
• He is defined as a "marketing contact" and then added to a segment defined during list creation.
• An initial e-mail is sent containing the resource download link.
• An automatic reminder is sent if the contact has opened the email without downloading the catalog after 4 days.
• A third mail ends this workflow 5 days later, in the event that the catalog has still not been downloaded.

These automatic mails and reminders enable the startup to offer a unique customer journey quality. Each visitor will receive precise communications based on their needs and profile.

Step 4: Create customized dashboards to track sales performance and customer data

Two customized dashboards were developed for Esprit Planète. The aim was to gather key information on sales performance, and ensure customer data compliance:

• A Sales Dashboard
• A data quality dashboard

The aim of the first was to synthesize and organize sales data within a single analysis tool. As a result, salespeople can track and measure their results simply, so they can focus more on their ongoing actions. As for management, analysis tools are available to visualize team performance and coach them.

A second dashboard dedicated to data quality enables the startup to ensure data integrity. Information from contact, company and transaction records has been centralized on this dashboard, visible in one place.

Step 5: Organization of a 6-session integration course on HubSpot CRM

We trained Esprit Planète to make optimal use of the tool. The HubSpot training course comprises 6 1-hour sessions, with actions to be carried out between each:

• Session 1: CRM presentation so they fully understand how contact records, company records and the role of objects work.
• Session 2: demonstration and workshop of the HubSpot sales tunnel, with the different phases of the lifecycle, transaction sheets and potential automations.
• Session 3: automating the sales tunnel, eliminating worthless tasks for sales reps, who can focus more on their closings.
• Session 4 and 5: focus on HubSpot sales productivity tools, with customization according to the startup's business challenges.
• Session 6: proposal of commercial-dashboards tailored to Esprit Planète's needs.

During this final session, two HubSpot commercial dashboard templates are developed:

• "Macro-economic" dashboard, offering an overview of sales productivity in real time.
• "Sales representative" dashboard, enabling sales representatives to pilot their own activity.

Following the CRM course, we organized a project review with participants. This time of exchange allows us to confirm that we have met their initial business challenges. Both sales, marketing and customer service.

Esprit planète structures itself and anticipates the future by migrating to HubSpot CRM

This data migration process required highly structured work on the part of our CRM experts. Over 40,000 objects were imported into the software, with 33 contact lists and 34 custom properties developed. Thanks in particular to personalized support, Esprit Planète now has all the keys it needs to exploit the full potential of HubSpot CRM.