Integrating HubSpot CRM with an ESG app for enhanced customer lifecycle management and engagement | SaaS

Ecodesk is at the forefront of providing innovative ESG solutions with its cutting-edge ESG Lead technology platform. The platform consolidates crucial data to offer a deeper understanding of supply chains and suppliers, enabling clients to meet sustainability standards like B-Corp and the Global Reporting Initiative (GRI). As Ecodesk continued to grow and expand their offerings, they sought a seamless integration of their newly developed ESG Lead application with their existing HubSpot CRM system. The goal was not just to integrate these systems, but to enhance their Customer Lifecycle Management (CLM) program, improving conversion rates, visibility, and operational efficiency.

The Challenge

Despite the innovative capabilities of their ESG Lead platform, Ecodesk was facing several challenges in aligning their CRM with their customer engagement efforts. These challenges included:

• Disjointed Customer Journey: Ecodesk needed a seamless integration between their CRM system and the ESG Lead application to ensure that customer data, engagement, and lifecycle stages were consistently tracked and visible across platforms.
• Lack of Automation and Personalisation: Ecodesk wanted to optimise their customer lifecycle management (CLM) program, but the current system lacked automated workflows, resulting in manual intervention and missed opportunities for engagement.
• Limited Visibility: The company needed a more comprehensive view of their customers' journey, from initial inquiry to paying customer, to improve decision-making and enhance customer experience.

Ecodesk recognised that solving these challenges was crucial for enhancing their customer engagement and providing a frictionless experience that would help them grow in a competitive market.

Ecodesk approached us to help integrate their HubSpot CRM with the ESG Lead application, with the goal of creating a more efficient, data-driven approach to customer engagement. With our expertise in system integrations, CRM strategy, and customer lifecycle management, we were confident we could design and implement a solution that would meet Ecodesk’s needs.

We dove into the project by understanding the customer journey and aligning systems, data, and processes in a way that would set up Ecodesk for sustainable success.

The Approach & Implementation

Our approach to solving Ecodesk’s challenges involved several key steps:

1. Mapping Systems, Data, and Processes
   To begin, we thoroughly reviewed both the ESG Lead application and the existing customer journey. This allowed us to identify the key touchpoints, customer needs, and data points throughout the journey. By understanding these aspects, we were able to design a plan that mirrored the customer lifecycle while optimising the flow of information across both platforms.
2. Designing Systems and Integrations
   With a clear understanding of the customer journey, we focused on designing the HubSpot CRM system to perfectly map the lifecycle stages and journey progression. This integration ensured that Ecodesk could track their customers’ activities across both platforms, maintaining continuity and providing an exceptional experience for customers at every stage of their journey. We also identified key opportunities for improvement within the application itself and proposed enhancements to further streamline processes.
3. Creating the CLM Program
   With the customer journey defined, we built an automated Customer Lifecycle Management (CLM) program tailored to four key segments: existing customers, prospects, lapsed customers, and inactive users. Drawing on Ecodesk's wealth of behavioural data (e.g., usage, engagement, time spent), we automated customer communications at every stage of their journey. This ensured that each message was relevant, timely, and tailored to the customer's needs, driving better engagement and conversion.
4. Building the System
   With the design, mapping, and CLM program in place, the next step was to build the HubSpot platform. We worked closely with Ecodesk’s team to integrate the ESG Lead application with HubSpot, conducting technical consultations, workshops, and developing the necessary data flows. This integration allowed for automated workflows, reporting, and dashboard setup, ensuring that all customer data was accessible, actionable, and centralised within HubSpot.

With the new system and integration in place, it was time for Ecodesk to take full advantage of the CRM capabilities. The call to action was for Ecodesk to leverage the automated workflows and customer insights to drive better engagement and make data-backed decisions. By embracing the new platform and its features, they would be empowered to engage more effectively with their customers and scale operations seamlessly.

Outcomes

The results of this integration were transformative for Ecodesk:

• Full Visibility into the Customer Journey: Ecodesk now had comprehensive visibility into each customer’s journey, from initial inquiry to paying customer. They could track customer behaviour across both the ESG Lead application and HubSpot CRM, ensuring better alignment between teams and more informed decision-making.
• Enhanced Conversion Rates: With a fully automated CLM program, customers were nurtured with the right messaging at the right time, based on their lifecycle stage.
• Optimised Efficiency: The integration and automation reduced the need for manual interventions, streamlining workflows and making the team more efficient. This freed up resources to focus on strategic initiatives rather than administrative tasks.
• Better Customer Engagement: By delivering more relevant, timely communications, Ecodesk strengthened relationships with existing customers and effectively re-engaged lapsed and inactive users. This led to stronger retention and increased customer satisfaction.

The entire process—from initial mapping to system launch—took just 8 weeks, and Ecodesk now has a unified platform that allows them to activate and act on all customer data, driving growth and maximising the impact of their ESG Lead platform.

This case study demonstrates how integrating HubSpot CRM with the ESG Lead application allowed Ecodesk to enhance their customer lifecycle management, optimise efficiencies, and improve conversion rates. By aligning systems and automating workflows, Ecodesk is now better positioned to manage its customer journey and provide a seamless, data-driven experience.