Crafting an optimised CRM that prioritises leads for App4
deals managed
closed won (so far)
days to complete onboarding
App4 deliver industry-leading online ordering systems for restaurants, takeaways and other hospitality businesses. Their world-leading systems deliver more profits and better sales for their clients, all while taking zero commissions at any point, meaning restaurants can keep more of their hard-earned cash.
The team required a new marketing strategy that centred around HubSpot. Their goal was to create a system that balanced personal conversations with automation that recaptured any prospect drop off.
The problem
“Our sales process was very manual. We needed a CRM that helped us follow up on leads more efficiently.”
App4 had ambitious goals, wanting to increase their conversion rates by roughly 15%. They recognised that they required a CRM that could help them better manage their leads and meet their growth potential.
Their existing sales process was very manual, which meant that it was easy to let things slip through the cracks. The sales team wanted a better way to make use of the vast quantities of data they gather. They opted for HubSpot as they needed to track engagement across the board.
Our Solution
A carefully considered onboarding and digital marketing process.
The first steps were onboarding all relevant personnel, training them in best practices for both the HubSpot Marketing Hub and Sales Hub Pro.
As increasing prospect engagement was a key KPI, we set to work creating a bespoke HubSpot environment that used many of the engagement tools available in HubSpot (calls, meeting links, email logs and tracking).
The goal was simple: to track every activity point with a prospect and ensure the sales team had everything they needed to close the deal.
We also used Sales Hub Pro to automate the sales process, using workflows to:
- Create deals for prospects once they reach a specific lead score. We used HubSpot lead scoring to rank leads through activity points, such as call outcomes, meeting requests, attendances and website views/form submissions.
- Update lifecycle and deal stages so that leads were accurately maintained and follow-up actions were triggered by data-driven activities.
- Create HubSpot tasks for sales team members, ensuring that no prospect was ever lost in the pipeline.
Once HubSpot was set up and the team onboarded, we created nurturing campaigns that were segmented based on their 4 key data types. All of the workflows were automated using HubSpot, with data automatically populating in their CRM – perfect for sales teams who need to know exactly what a prospect has engaged with before calling them!
Our work with App4 continues to see success
The App4 team have reported better structure in their sales process, leading to a growth in close deals following onboarding. Any leads that dropped off were remarketed to using nurturing workflows.
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