First step was the audit. We analysed ALTA’s current data and processes to decide what was still relevant and what could be removed.
We mapped out the processes that needed to remain, including contact data, deals, companies and two custom objects (intro classes and programmes).
We also worked with ALTA on their business goals, what a unified system would look like and how it would work.
The audit gave us a clear path for the reconfiguration of Marketing and Sales hubs.
ALTA had been creating workflows from scratch which was hugely inefficient. So, we setup global workflows that are triggered by updating properties and use personalisation tokens to pull in program information.
We set up a list of contacts that registered interest in the ALTA program me so marketing could target them whilst the sales team could also communicate with them. Lists were also created for those who made bookings but eventually cancelled so that sales could hand those contacts back to marketing for re-targeting.
ALTA needed to be able to process membership payments, but also wanted to have a single source of truth.
To unify their platforms we created a customised CRM extension on the Contact record that included a bespoke shopping cart integration. It used Custom Objects to help manage gyms and classes all within HubSpot – no need to swap between platforms!
This setup also allowed files and data to be stored outside of HubSpot to help meet compliance requirements whilst also providing easy access for the ALTA team.
To create a single source of truth within HubSpot, we built a customised integration with ALTA’s ecommerce platform, Commerce Tools.
Now, once an order comes through Commerce Tools, a Deal is created and associated to a Contact within HubSpot. Then programme, intro class and location information is associated to that Contact.
We also set up integrations with Sakari and Aircall to allow for both SMS marketing and outbound calling. These integrations work really well with HubSpot and can trigger automations along with logging data and updating Properties.
Having a fancy, automated and unified system is no good if you don’t know how to use it! We trained the ALTA team on how to work with their newly reconfigured HubSpot portal and use the data from the new integrations.
We used the ‘Train the trainer method’, identifying who would pilot the new system and then trained them so that they could go on to train the rest of the team.
Lastly, we performed our final testing, and then put ALTA’s newly updated portal live!