HubSpot implementation at Optimakers. Case study

Optimakers (until September 2022 the brand was known as OptiMES) is a business that for over a decade deals with the development of its own system for production and inventory management, as well as expert audits and analyzes of production processes.

Due to the development of the brand and the increase in the scale of operations, it turned out that the existing digital organizational solutions required modernization. There was a need to adapt to the evolving reality while maintaining order in internal processes, which has always been a priority for the brand. Due to the branch of industry, excellent organization and systematic flow of information in projects are the key points that have allowed the brand to gain recognition and outstanding efficiency over the years.

Solution? HubSpot implementation with Verseo. The system perfectly fits the requirements mentioned above, and at the same time is versatile and susceptible to future modifications.

As transparency is our middle name, in the next few thousands characters we uncover the entire implementation process that we have carried out over the last months. What steps did we take? What difficulties did we encounter? Welcome to the case study!

The client decided on the CRM Suite Starter package. This option includes HubSpot CRM and 5 HubSpot elements (so-called Hubs) - in the basic Starter version:

• Marketing Hub
• Sales Hub
• Service Hub
• CMS Hub (today known as a Content Hub)
• Operations Hub
  
  

Step 1. Data migration from Bitrix24

After agreeing on a project plan, we started with transferring data located in the Bitrix24 system to HubSpot. This was primarily information about leads accumulated over the years - nearly 3,000 records with fields such as:

• lead name
• contact details (telephone number, e-mail, company address)
• personal details of the contact person
• comments
• full contact history – archived conversations and arrangements. 

We exported the data from Bitrix24 to the .csv format, which allowed us to import a spreadsheet into HubSpot. After creating the appropriate properties and importing contacts, there was a problem with transferring the contact history and notes assigned to the records. Based on the API documentation, we created a script that allowed us to export this part of the data and transfer it to HS without any problems.

Step 2. HubSpot implementation and users training

Po przeniesieniu danych z systemu Bitrix24 można było przejść do kolejnego etapu, czyli implementacji HubSpota oraz przeszkolenie zespołu Optimakers z obsługi systemu.

Users were introduced to HubSpot's structure of objects. As part of the training, we guided them through all functionalities available in the system related to deals, tickets, contacts and companies.

Additionally, together with the client, we have developed certain operating patterns in the system, in order to make the processes related to obtaining leads and working with the client more transparent and, therefore, effective.

Thanks to HubSpot, lead acquisition, contact with prospects and the process of converting a lead into a customer are much better controlled than before. Additionally, Optimakers gained insight into where leads come from and what the conversion path looks like.

Step 3. Customer service reporting

Finally, there was a need to create a convenient system for reporting customer service - such as time spent on solving problems, an overview of people working for a specific client or task descriptions.

For these purposes, we have designed a mechanism of adding notes to tickets with information about the number of hours worked by a given employee. A single ticket can aggregate many such notes. The notes will then be extracted via the API, and thanks to text parsing, the system will retrieve the key values ​​necessary for reporting working time. The data will ultimately be sent to an external system - for example Excel - where it would be summarized and clearly visualized.