The HubSpot suite at the heart of Kwote's operations

Kwote is a SaaS CRM tool dedicated to credit management that allows CFOs, Credit Managers and General Managers of SMEs, ETIs and large groups in France and abroad to transform the client station into a performance lever. 

Goals and challenges

Kwote implemented a new RevOps strategy in 2021 in order to achieve its growth objectives. The company, already equipped with the HubSpot Pro suite (Sales, Service & Marketing), was searching for a certified partner and integrator to provide their Sales / Marketing and Customer Service teams with an adapted and powerful toolstack in order to reach their goals for their new business.  

1st Goal: Have a powerful CRM for sales teams and : 

• Support the new ABM strategy and focus efforts on targeted accounts by updating the data model
• Meet their needs as a SaaS company by integrating recurring revenue into sales forecasting
• Making life easier for the Sales team by automating repetitive tasks

2nd Goal: Onboard marketing teams on the CRM & Marketing Hub to: 

• Prioritize activation campaigns by working on appropriate segments 
• Increase conversion rate by automatizing the leads tracking process
• Increase productivity by using customizable email as well as landing page templates

3rd Goal: improve the customer experience through the Service Hub and: 

• Deploy an automated customer support process
• Make the onboarding of Kwote platform’s users easier thanks to an online help
• Consolidate customer data and their support request into a unique CRM

The solutions provided

A CRM that makes sense for each business team

The CRM is now shared by all business operations teams and has a very strategic role in Kwote’s operations. Markentive has facilitated the adoption of the CRM by creating custom properties, so that each team has an easy access to the information they need. 

On the object sheets, the properties have been grouped into inserts dedicated to the different teams, making it easier for them to access key information. 

The segmentation of prospect and customer base into multiple active lists allowed all teams to work on the same segments in real time. Those lists are used by marketing or SDRs to deploy actions to convert leads to MQL or activate hot leads and convert them into business opportunities. 

Customized marketing templates and automated scenarios for greater efficiency

Our agency has created pre-saved email templates for Kwote’s teams, allowing them to save considerable time. Sending marketing communications and building lead nurturing scenarios has never been this easy!

We also integrated drag-and-drop landing page templates thanks to the theme developed specifically for Kwote by Markentive.

We were able to implement a dual scoring (behavioral and demographic) and automatically detect “hot leads” thanks to customized scoring properties: a double score in order to give more granularity in the qualification of MQLs as well as to provide SDR teams with additional information to customize their activation actions. 

Enable advanced Hub Sales features to boost sales team performance 

HubSpot’s ABM features have been integrated in order to help salespeople to achieve their new business goals. Companies are now segmented using the Target Accounts tag, contacts attached to target accounts are qualified with their Role in the buying process, and the dashboard is used to prioritize the efforts to be deployed by the teams in the identification of decision makers and sales opportunities!

Markentive has enabled sales teams to work more efficiently on the qualification of transactions by creating a product library: this allows salespeople to save input time, customize price, subscription duration, and billing terms among others. The use of this feature was essential for Kwote to unlock the native recurring revenue tracking features (MRR, ARR).

On top of that, the establishment of automations increased the team’s productivity: sending reminders, creating tasks and enriching CRM data via workflows reduced the time-consuming actions of sales representatives.

Deployment of an automated ticketing process to collect and manage support requests

Customer support activities were consolidated into a custom ticketing pipeline. Ticket creation and management is organized by type of request to help the CSM teams prioritize their resolution. These tickets are attached both to contact records as well as account records, which helps to expand customer knowledge.

The Service Hub allowed us to deploy a Knowledge Base that would help new users get up to speed with the Kwote application more quickly. In order to respond to real-time support needs, a chatbot connected to this knowledge base was integrated into the application. This feature reduced the number of support requests to the CSM team significantly.

The Results

It only took a few weeks to rethink the CRM and the use of the HubSpot suite in Kwote’s business processes. 

Here is an overview of the results obtained: 

• +3000 enriched and qualified company records
• +30 segments targeted in a personalized way thanks to sales & marketing activation actions
• +5000 leads activated by marketing in 6 months
• +80% increase of the conversion rate from Lead to MQL in 6 months
• x3 performance boost for sales teams (number of calls, meetings, tasks performed)
• +400 users of the Kwote platform were helped by the CSM on the ticket pipeline in 6 months
• 8 times less time per customer request.

Customer impact

From the very first days of use, business teams and managers were autonomous in the realization of their missions on the different Hubs. 

Since the deployment of the tool, Kwote's administrators have made the CRM evolve to support the new needs identified and today, the HubSpot technical stack is anchored at the heart of Kwote's operations.