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How Visma Pinkweb embraced HubSpot

Despite having the largest market share in the SaaS industry for accounting, PinkWeb was still struggling with a sales and marketing challenge. The company was using multiple systems, which fragmented customer data across multiple applications. Sales teams were not looking at the same data, leading to inefficiencies in the marketing funnel.Leads were not followed up in a timely manner, resulting in missed sales opportunities. A lack of insight into the effectiveness of marketing campaigns meant that marketing ROI was not transparent.

the challenges

Customer data was scattered across multiple applications, making collaboration difficult
Sales and marketing were not working with the same data, leading to inefficient processes
Leads were not followed up in a timely manner, resulting in lost sales opportunities
No insight into the ROI of marketing campaigns
The need for a future-proof solution that could grow with the company

PinkWeb was looking for an integrated system that would give both sales and marketing an overview and control of the entire customer journey.

The switch to HubSpot has been a super good step for us for optimal collaboration between Sales and Marketing

5

Systems replaced with HubSpot

+100%

Customer satisfaction

26

Users onboard

1

Systems for marketing and sales

THE CONSIDERATIONS of pinkweb

One goal of the implementation was to bring sales and marketing closer together. Today, there are joint meetings and they work together toward the same goals: more and happier customers.

The sales reps receive a signal from HubSpot when one of their target accounts has been on the website. They then see which pages they visited and know what the customer or prospect is interested in. This allows them to respond to important interactions promptly.

In addition, leads are automatically delivered to sales upon a certain lead score or action, such as a click to the demo page in a nurture flow. The sales team then determines whether the lead is ready to be followed up. The teams also seek each other out in content creation and new product development. And ultimately, the data comes together in shared dashboards.