The Challenge
The Plan Writers faced pain points with disjointed data and repetitive manual tasks that took valuable time away from their sales strategy. Their core prospecting data resided primarily within Google spreadsheets, a central means of correspondence between their team members, affiliates, and business partners. Any new lead, contact information, or notes entered onto one of these spreadsheets necessitated tedious manual entry of the same information into HubSpot, leading to data discrepancies that harmed their sales cycle in the process.
Along with the need to improve their data flow, The Plan Writers also sought to more effectively engage with the leads they were entering into their HubSpot database. Once leads were entered into HubSpot, The Plan Writers needed a reinvigorated lead engagement workflow that aimed at improving conversion and retention rates.
The Solution
The Plan Writers worked with InboundAV to achieve a real-time data sync in HubSpot, along with the necessary data maintenance and lead nurturing workflows to maintain an efficient sales process that optimized their conversion efforts.
Custom Integration
InboundAV executed a custom integration with a combination of JavaScript, Google Apps Script, and HubSpot’s API, to create a custom script that continuously pushed data from the source spreadsheet into HubSpot.
This involved implementing a function that checks cells within the source spreadsheet for changes, automatically triggering action within HubSpot when specific cells in the source spreadsheet are edited. If any updates are made to the spreadsheet that are not already present in HubSpot–including new contacts added, contact information edited, or contact notes added–the script then automatically transmits these updates to HubSpot, either adding a new contact or updating an existing contact’s information. Now, any modification made in the spreadsheet is automatically transmitted to HubSpot.
Data Maintenance
InboundAV also provided The Plan Writers with the necessary infrastructure in HubSpot to maintain clean, accurate data in the long run. Beyond syncing contact data, the integration script works to update deal data in Sales Hub, including associating deal IDs with contacts and appending deal notes within the CRM. Seamless integration through the HubSpot API ensures consistent communication between the Google Spreadsheet and HubSpot CRM to update any changes to contacts and deals in real-time. To streamline the CRM and eliminate unnecessary database entries, a deduplication workflow was instituted to merge any duplicate contact or deal records added to the CRM.
Lead nurture & followup
With more accurate, actionable data in HubSpot, The Plan Writers could leverage Marketing Hub to engage with leads beyond their first touchpoint. InboundAV created lead nurturing and engagement sequences, starting with a sequence of 4 emails for each of Plan Writer’s 6 unique services offerings, increasing opportunities to communicate with leads about their specific interests.
Working closely with The Plan Writers to achieve a content strategy that aligned with their business identity and goals, InboundAV developed email sequences from the ground up, from building automated workflows, to copywriting, to designing and building an HTML email template.
HubSpot Sales Hub Professional
HubSpot Marketing Hub Professional