Chandy Group: HubSpot Technical Excellence

Solution

Discover. Plan. Migrate. Build.

Discover

With five distinct brands and several team members accustomed to working in disparate tools, it was essential that we use the discovery period to fully identify all existing processes and technology used by sales, marketing, and service. We held discovery meetings with key stakeholders from each department to create a shared understanding of success.

We also mapped out the customer journey from start to finish, identifying each touchpoint on the path.

Finally, we took the time to understand the individual brands themselves to ensure the technology and systems we built would support the goals of each brand.

Plan

We build a system architecture map of each of these touchpoints across their different systems—mailing list providers, CRM system, payment gateway, fulfillment service—and identified any areas where we would need to integrate data between them.

We looked at ways that each system could support another so that when one area was updated it would automatically trigger an update in the other. We also looked at ways that technology could be leveraged to perform key data functions such as field mapping, attribution tracking, and campaign reporting.

Migrate

Once we mapped out the existing ecosystem and accounted for the desired functionality inside of HubSpot, it was time to migrate data into HubSpot and start building.

We leveraged native HubSpot integrations and import/export sheets to migrate all hard contact data from Active Campaign, Mailchimp, and Shopify into HubSpot while maintaining data associations between objects to serve system communication requirements, including event ticket buyers, web store customers, book club members, newsletter, resource-specific and project-based communication.

Build

Segmentation/Personalization

The group decided to turn to HubSpot's Marketing Hub to track interactions across multiple channels and see contact-specific activity within and across brands. They could then create automated emails based on those interactions and segment customers based on their previous interactions to make sure they were sending timely, relevant messages.

Email communication is a huge driver of engagement for the Chandy Group's clients, and the user's ability to set their subscription preferences for each distinct brand was critical. HubSpot's Business Units feature allows for companies to manage multiple brands including contacts, assets, and settings, in a single HubSpot instance. We leveraged Business Units to create separate email communication preference settings for each brand, allowing customers to customize their desired communication frequency from one brand without impacting preferences from another.

Previously, when the Chandy Group was using MailChimp and ActiveCampaign, they were limited to tags that were single-line text fields. Now, in HubSpot, they could use contact properties with drop-downs for types of activities like events attended, subscriber status, and purchases made to easily segment the database and generate reports.

Tracking/Visibility

Previously, there was no way for someone who sent an email on one site to be notified if they reached out from another—and there was no way for those two people to share notes about a conversation. Now, with HubSpot Service Hub, team members have a consolidated view of incoming support inquiries.

Marketing has also benefited from increased visibility. The company has a large list of subscribers that they were using to send out emails, but they wanted to keep track of how often people signed up for the Book Club, and whether or not they wanted to pause or cancel their subscription. The company also wanted to know if people signed up for the Book Club for one month only before unsubscribing and use those insights to make decisions about their programming.

The Chandy Group uses Shopify and has an account with Bold Commerce. To see this information in HubSpot, we set up custom properties to track subscribers’ payment status in HubSpot and see these different types of churn within their list in the same place.

Finally, we created a consolidated performance dashboard to provide company leadership with a holistic view of new contacts, revenue, new vs. existing business, averaged order value, abandoned cart recovery, and more.

Results

Increased Visibility and a Streamlined Experience

The Chandy Group has always been mindful of building amazing experiences for their clients and audiences. Now, Chandy Group leadership could enjoy a streamlined experience of their own inside of HubSpot to help them grow better.

While the team is just starting to scratch the surface of the visibility afforded them by their new HubSpot instance, they are already starting to see increases in new contacts, decreases in abandoned cart deal stages, and improvements in pending cart recovery.