Hubspot Implementation and Customer Success Strategy – Publink Case Study

Challenge

Publink, a govtech company, was seeking a CRM tailored to the needs of their organization that would become the central hub of their technological ecosystem for the sales and customer success teams. The essential requirements included:

• Standardizing customer success processes.
• Client service.
• Collecting customer data and metrics varied across Publink’s suite of products.

A critical element was the joint CRM implementation and employee training, which ensured that the team would become internal owners of the entire project. We had six months to finish the project.

Pre-Implementation CRM Workshops

During the workshops, we reviewed all major business processes within Publink. We developed detailed matrices based on interviews with employees and management and ultimately discussed the following:

• The current set of tools used by the company, their tasks, significance, and integration possibilities,
• Sales processes,
• Lead sources and key marketing activities,
• Customer journey maps and client lifecycle,
• Critical elements of Publink’s business strategy for 2025,
• Customer success activities carried out by the team.

Only with such extensive knowledge were we able to proceed with selecting and implementing a CRM system.

Hubspot Implementation

We identified Hubspot as the best choice for Publink’s team during the workshops. We recommended a full suite of Hubspot tools: Sales, Marketing, Operations, Service, and CMS. We’ve detailed the CRM implementation process into several stages:

1. Sales:

a) Sales pipelines
b) Qualification processes
c) Lead handling standards

2. Marketing:

a) Marketing communication automation
b) Email marketing and organizing the mailing database
c)  Designing and implementing communication templates

3. Customer success:

a)  Four automated customer service processes set over 12 months, divided into quarters
b) Automated communication tailored to the client’s customer journey stage
c) Additional functionalities, such as automatic tasks for customer service to monitor client activities and decide if they should be moved to additional funnels

4. Analytics and Reporting

5. Integration with External Tools

Results:

• We’ve implemented one ecosystem for client management and no silos for Publink anymore. Sales, marketing, and customer care teams now work together with unified data, gaining full knowledge of sales potential, communication, and the current stage of the client journey.
• A well-implemented Hubspot system equals complete control over client communication, customer success in the organization, and the integration of all tools Publink uses, eliminating the need to waste time transferring data between various systems and Excel files.
• The mechanisms of automatically moving deals through the customer journey process and automating client communication reduced the need for manual process management.
• Setting deals at the appropriate funnel stages and assigning individual dates for stage changes for each deal took only three days. Previously, this process was ongoing and required daily updates.