Case Study- Implementing HubSpot for an Industrial Parts Retailer with B2B, E-Commerce, and Service Requirements
Business Overview- This case study focuses on an industrial parts retailer that caters to a wide range of industries, including manufacturing, construction, and engineering. The company offers both B2B (business-to-business) and e-commerce services, selling industrial parts, machinery, and tools to businesses and consumers alike. Their offering is a combination of physical products available for purchase online, as well as maintenance, repair, and servicing solutions for industrial equipment.
Despite having a strong online presence and a steady base of recurring B2B customers, the business faced several challenges-
- Complex sales process with multiple customer types (e.g., bulk buyers, single item buyers, maintenance clients)
- Lack of a unified system for managing both B2B and e-commerce customers
- Difficulty in efficiently tracking and managing customer service and maintenance requests
The Challenge
- Disjointed Customer Data- Customer data was scattered across multiple systems, making it difficult for the sales, marketing, and service teams to get a unified view of each client, especially when customers interacted across multiple channels (e.g., e-commerce, direct sales, service requests).
- Complex Sales Funnel- The sales process was more complex than traditional B2C sales, with varying needs between bulk orders, one-time purchases, and ongoing service requirements. Each of these customer segments had different buying behaviors and required tailored communication.
- Service and Maintenance Coordination- Customers who bought machinery or parts also required regular service and maintenance. The brand had difficulty tracking service requests and ensuring that maintenance was scheduled in a timely manner, leading to customer frustration and missed revenue opportunities.
- E-Commerce and B2B Integration- The company operated both an e-commerce platform and a direct sales team, but these two channels were not integrated. This led to inefficiencies, duplicated efforts, and missed opportunities for cross-selling or upselling.
- Limited Marketing Automation- The marketing team struggled to automate and personalise email campaigns or create targeted content, resulting in inconsistent messaging and missed opportunities for nurturing leads.
Solution- Implementing Hubspot CRM and Marketing Automation
To address these challenges, we implemented Hubspot CRM to centralise customer data, automate workflows, and streamline both sales and service processes. Below is how we tailored Hubspot to fit the needs of this industrial parts retailer-
1. Centralising Customer Data for a 360° View
By integrating the HubSpot CRM with the company’s existing e-commerce platform, service management system, and sales tools, we created a single, unified view of each customer. HubSpot tracked customer interactions across different channels-
- E-Commerce- Tracking purchase history, order frequency, and product preferences for both B2B and B2C customers.
- Sales Team- Documenting conversations, quotes, custom orders, and long-term projects, allowing sales reps to better understand customer needs.
- Service and Maintenance- Storing service requests, equipment maintenance schedules, and past service history, allowing the service team to track customer needs more efficiently.
With all this information in one place, the business could now tailor communications based on the customer’s buying behavior and service needs, creating a more personalised experience for all customer segments.
2. Segmentation and Personalisation Across Channels
With customer data now in one place, we utilised HubSpot’s segmentation tools to categorise the customers based on their unique requirements-
- B2B Customers (Bulk Buyers)- These customers typically place large orders and have ongoing relationships with the company. They were added to a special B2B segment in HubSpot to receive tailored communication about pricing, availability, and bulk-order discounts.
- E-Commerce Customers (One-time Purchasers)- These customers were segmented based on their purchase history and browsing behavior, enabling personalised marketing campaigns with product recommendations, abandoned cart reminders, and seasonal offers.
- Service Customers- A separate segment was created for customers requiring maintenance or repair services. HubSpot automated reminders for regular maintenance schedules, service requests, and follow-up emails after services were completed.
This segmentation allowed the marketing team to create targeted campaigns and ensure the right message reached the right customer at the right time.
3. Streamlined Sales Funnel and Sales Process Automation
The industrial parts retailer had a complex sales funnel, with distinct processes for B2B clients, e-commerce customers, and service requests. To streamline the process, HubSpot was configured to-
- Automate Sales Pipelines- Separate pipelines were set up for different customer segments. For instance, B2B clients who required quotes for bulk purchases were placed in a “Quote to Order” pipeline, while service clients were tracked in a “Service Request” pipeline.
- Lead Nurturing- HubSpot’s workflows were used to send automatic follow-up emails, track customer progress in the sales funnel, and trigger notifications to the sales team when prospects showed interest in specific products or services.
- Quote Creation and Tracking- HubSpot’s deal tracking functionality allowed the sales team to create quotes and track their progress, reducing manual tracking efforts and ensuring timely follow-ups with high-value customers.
This streamlined process reduced friction for customers and improved sales team efficiency, as each customer was automatically placed in the correct pipeline with personalised communication.
4. Service and Maintenance Management
One of the key requirements for this business was managing service and maintenance for industrial equipment and parts. HubSpot’s CRM enabled the service team to track-
- Service Schedules- Automated reminders for customers whose machinery or parts were due for maintenance or repair.
- Maintenance History- The system stored detailed service records for each piece of equipment, allowing the team to provide better service and upsell parts or upgrades as needed.
- Customer Feedback- After each service interaction, automated emails requested customer feedback, which was tracked in HubSpot. This helped the business identify areas of improvement and build stronger relationships with customers.
The ability to track and manage services directly in HubSpot improved customer satisfaction and ensured that no service opportunities were missed.
5. Integrating E-Commerce and Sales Teams
One of the key challenges for the business was the lack of integration between its e-commerce platform and sales team. HubSpot’s integration with their e-commerce system allowed:
- Real-time Order Tracking- Sales teams could see orders made online, even for customers they hadn’t interacted with directly, which allowed them to follow up on upsell opportunities or provide additional support.
- Unified Customer Interaction History- Whether a customer bought online or via the sales team, their interaction history (purchases, quotes, service requests) was visible in HubSpot, enabling the team to provide more informed, personalised support.
This integration helped bridge the gap between online and offline channels, creating a seamless experience for both customers and the sales team.
6. Advanced Reporting for Data-Driven Decision
With HubSpot’s robust reporting features, the company was able to gain valuable insights into-
- Sales Performance- Monitoring conversion rates, tracking sales cycles, and identifying the most profitable customer segments.
- Service Metrics- Understanding which services were requested most often, customer satisfaction levels, and response times.
- E-Commerce Trends- Tracking online purchases, product preferences, and abandoned cart data, which helped refine marketing and sales strategies.
This data-driven approach enabled the business to make informed decisions, optimise processes, and target resources effectively.
Results
After implementing HubSpot, the industrial parts retailer saw significant improvements across its business operations-
- Increased Sales Efficiency- Streamlined sales pipelines and automated workflows resulted in a 25% increase in sales team productivity.
- Improved Customer Satisfaction- The service team was able to provide more timely and personalised support, leading to a 20% increase in customer satisfaction ratings.
- Higher Revenue from Maintenance Services- Automation of maintenance reminders led to a 30% increase in service-related revenue, as customers were more likely to book services on time.
- Enhanced ECommerce Conversions- Personalised email campaigns and product recommendations increased the conversion rate on the e-commerce site by 15%.
- Better Data Insights- Real-time reporting allowed the business to optimise its marketing, sales, and service strategies, improving ROI across channels.
Implementing HubSpot CRM helped this industrial parts retailer centralise customer data, streamline sales and service processes, and improve communication across teams. By leveraging HubSpot’s features for e-commerce, B2B sales, and service management, the business was able to scale efficiently, improve customer satisfaction, and boost revenue from both product sales and maintenance services.
For businesses in similar industries looking to optimise operations, improve sales conversions, and create a more seamless customer experience, HubSpot offers a powerful solution.
Contact emarkable to see how we can help integrate HubSpot into your business for improved sales, service, and marketing performance.
