Singapore-based talent recruitment firm Glints has selected HubSpot's customer relationship management (CRM) platform to run marketing activities, track quality and sales activities, and help support teams respond to inquiries.
Apart from Singapore, Glints has implemented the solution in the other markets that the company operates in. These include Indonesia, Malaysia, Vietnam, the Philippines, and Taiwan.
The company uses HubSpot’s marketing hub enterprise, sales hub pro and service hub pro software.
Glints’ managing director, Puay Lim Yeo told iTnews Asia that the company started using HubSpot in 2019 as a centralised reporting system to support the business with forecasting and business approximations, across markets.
After evaluation, the company expanded the usage to manage sales workflow.
According to Yeo, prior to the use of HubSpot, with expansion into new markets, acquisition teams had to rely on disparate tools including spreadsheets and internal dashboards for tracking sales and deal processes.
Fragmented and manual tracking processes across different business models and regions made reporting a challenging and time-consuming task, with the potential for human error, he added.
As an extension, HubSpot helps align teams and business units and have them working from a single source of truth that provided reporting visualisations.
Consolidates reporting processes
Yeo said over the past three years, remote cross-border job posts have grown over 11 times, and the company was in search of a CRM partner to accommodate demand.
With HubSpot, the team has consolidated reporting processes and provides a comprehensive real-time view of customer journeys across markets, he said.
This helps track customer touchpoints logged by the front office’s five core functions - sales, commercial, fulfilment, account management and customer services, improving visibility and communication both internally and with customers, he added.
HubSpot’s integration with multiple communication tools - emails, calls, meetings, and messaging – led to automatic tracking of interactions on the platform and provides visibility to teams.
Yeo said this eliminates the chance of duplicate communication and enables customer-facing teams to communicate the same messaging to customers.
Automated email workflows and ease of contact segmentation enabled the team to engage leads with targeted, relevant content.
Yeo added that due to the high volume of leads marketing generates, the sales team needed a system to prioritise leads that required faster follow-ups.
The team has built an in-house lead-scoring model to rank leads by quality and intent using data collected on HubSpot and prioritise leads with the highest propensity to convert, Yeo added.
Initial resistance and future plans
Refferring to implementation challenges, Yeo said initially, there was resistance due to unfamiliarity and lack of tangible value from time and effort spent.
"Deep dives into sales operations and challenges to identify gaps helped us to continuously implement and augment setups", said Yeo.
This includes journey stages and reporting formats, standardised across all levels of the organisation, fitting to business requirements and helped improve adoption over time, he added.
The company plans to use HubSpot for a single source of truth for demand reporting and expand on functionalities - integrating new communications platforms, like WhatsApp, and tracking customer engagement levels.
Yeo said there are plans to set up the backend of the service ticketing system, for streamlining cross-functional communication, documentation, and service clients' needs on time.
It will utilise HubSpot's quotes features to “automate quotation generation” aligning to the right business terms and conditions and collecting client signatures, he added.
