Case Study: HubSpot implementation at Skriware

Skriware is a brand operating in the education industry. The company equips schools with modern laboratories that enable students to learn about 3D printing, robotics and programming. In addition to the hardware itself, Skriware also provides training in new technologies for teachers to provide schools and students with a full scientific experience.

Skriware as a company is constantly growing. Therefore, a need for a CRM system emerged - specifically, a CRM that would not only meet the company's current needs, but would also be able to adapt to the dynamics of the brand's development. At the beginning, the Skriware team was looking for a system that would improve sales, i.e. allow for better process management and improve internal communication. Therefore, Sales Hub was a natural choice - due to automation features, the chosen version was Professional.

At the final stage of implementation, after the digital ‘baptism in fire’, HubSpot turned out to be such useful software that Skriware decided to implement the power of subsequent modules - Marketing Hub and Service Hub (both also in the Professional version).

In this case study, we will go through all implementation stages, show the challenges we faced during the process and present the effects of our actions.

HubSpot implementation with Verseo - step by step

As a rule, the process of implementing each Hub are based on several steps:

• Technical implementation of the system and setting up basic foundations.
• HubSpot configuration in cooperation with the client's Key Users to adapt the tool.
• User training, during which we teach employees how to use the system.
• Final adjustment of the system and additional user training based on feedback collected during implementation.
• Optionally, we also implement additional solutions and integrations with external systems.

After the implementation the client gained a full spectrum platform unifying marketing (collecting leads and organizing the community), sales and after-sales service - a system that is both perfectly suited to the current organizational situation and fully capable of adapting both small and large changes in real time.

Sales Hub Implementation

The first step was the technical configuration of HubSpot, during which all key functionalities necessary for further operation were configured. These include:

• Setting up two-step verification
• setting up company information
• Setting up currencies
• connecting a group email inbox and assigning users to it
• connecting emails of all user to HubSpot
• setting goals for the sales team
• setting up appropriate views for objects
• setting up a list of excluded emails and domains
• connecting calendar
• integration with Jira
• integration with other systems
• setting up GDPR compliance
• generating the website tracking code
• connecting domains

During the technical configuration, we had to import companies (in this case, schools and other educational institutions) that were stored in Google Sheets into the system. For this purpose, it was necessary to extract only those that we wanted to transfer to HubSpot from several tens of thousands of records and to properly prepare the file for import. For this purpose, the data was unified and standardized into appropriate formats and placed in appropriately named columns.

We also had to prepare HubSpot for data import, which required creating additional fields. The prepared file was finally imported into the system.

After the technical configuration, we moved on to the configuration of the Sales module with key users, i.e. those authorized to make decisions about system settings, processes and prioritization of implemented solutions.

We started by setting up two sales pipelines - one for Polish and one dedicated for foreign customers. The system also includes products that are included in the deals.

Challenge - product packages automation

There was also a need to create product packages that would be added automatically after checking in the appropriate field that a given transaction concerned a set. Since automations in HubSpot don't include products, we had to solve this differently. We decided to create separate fields with the names of individual products. The name of the product package was also a separate field.

After selecting the chosen package, the numbers of products were assigned to individual fields with their names. We also had to create a special field for discounts, which, thanks to the calculated field capabilities in HubSpot, was used to calculate the discount price. This way each package in the Bundle field containing the names of product packages is assigned a price and associated with the item. In the discount field, the user can assign an appropriate percentage discount for a given package.

The total discount will then be calculated based on the formula (product price * discount in %)/100.

We then calculate the total deal price using the formula (product price – total discount).

We add the calculated price to the deal price field. Thanks to this bypass, we can, by selecting a package of items and entering a percentage discount, add custom products to the deal, add a price and reduce it by a specific percentage.

Then we trained the team in using the Sales Hub.

Service Hub implementation

The next stage after implementing HubSpot Sales Hub was the implementation of the HubSpot Service Hub.

In order to properly implement the service module, we organized meetings to identify the customer's needs including individual functionalities:

• refining the assumptions and general structure of the service module
• automation of the process of collecting customer satisfaction surveys
• presentation of the functionality of the customer panel
• chatbots connected to a knowledge base
• reporting of service data

During the implementation, we presented all the functionalities of the service module and presented them based on the customer's needs.



The client wanted to combine live chat with a knowledge base. For this purpose, we presented how to create articles in the knowledge base, how to connect a domain in HubSpot so that it can be published on the Internet, and how to connect appropriate topics from the knowledge base to the chat using the chat automation function.

Challenge – Google Sheets integration

The next task on our list was integrating HubSpot's deals and products with Google Sheets.

It turned out that in order to integrate both services it is necessary to use the API and create a script that:

• downloads all deals from the system including the appropriate fields,
• downloads related products and their number,
• adds appropriate fields from deals, including products and their numbers, to the Google sheet

After building the functionality, it was time for user training with the Skriware team.

Marketing Hub implementation

Simultaneously with the Service Hub, we prepared a Marketing Hub implementation plan. First, we dealt with the basics, i.e. connecting the brand domain and subdomains, embedding the HubSpot code on the client's website and configuring activity tracking.

The next step is integration - we connected the Google Ads account to HubSpot, which allowed Skriware to track the campaigns from the HS level, as well as company social media profiles. In this case it was Facebook, Twitter/X and LinkedIn. Thanks to this, from now on, social media posts can be published directly from one panel in the CRM system.

One of the most important tools in Marketing Hub is a newsletter sending system - we have created basic e-mail templates and defined properties for assigning contacts to specific target groups. We configured the process of granting marketing consents to make them automated and fully compliant with GDPR requirements.

We also set up basic workflows and trained the Skriware team in their use. This way marketing automation has reached a new level for our client.

The implementation also included one of the greatest strengths of the HubSpot marketing module, i.e. advanced reporting the results of various promotional activities and creating extensive panels with summaries of activities and their effects.

We have also trained Skriware how to use HubSpot’s content management system (CMS), which allows them to quickly create aesthetic and responsive landing pages in marketing campaigns.

Training meetings during the implementation of Marketing Hub took a total of 9.5 hours - we shared our know-how about the tool's functions, recommended solutions and clarified any unclear issues.