Case Study
How Hubex Helps Clean Up and Simplify Vainu’s HubSpot Setup
Vainu provides company data to their customers’ business systems, but their own sales data suffered from a HubSpot setup that had grown bloated. With Hubex's help, things have turned around.
“Even though the project is still ongoing, we have already seen a lot more usable HubSpot setups, and our AEs are very happy with it,” says Jere Leinonen, Head of Revenue Operations at Vainu.
Key challenges
Legacy Accounts
Vainu had a huge number of legacy accounts that were no longer relevant to them. They had over 150,000 accounts in Hubspot, 700+ workflows, and 100+ fields per object. Since the amounts were so high, it was hard to figure out where to begin.
Prospecting Difficulties
Using business ID as a unique identifier made prospecting difficult.
Complex HubSpot Setup
Overall, Vainu’s HubSpot setup was very complex, making it difficult to maintain. They tried merging duplicates and identifying group companies to make identifying the “right” companies easier. However, Vainu realized it would be impossible to get such a project done with their existing resources.
Engagement & Results So Far
With Hubex as their strategic partner, Vainu is already well on their way to the lean and mean revenue machine that their CRM needs to be.
Improved Lead Nurturing Practices
What could Proviso do to better engage, support, and build strong relationships with their prospective customers?
Christine Jacobsen Martin, Proviso’s Chief Marketing Officer, remarks, “Hubex has advised us on how to provide our leads with appropriate and relevant content and information at every stage of the buyer’s journey.”
A New Level of Control And Visibility With HubSpot Migration
Hubex assisted Proviso with migrating its help center to HubSpot and implementing HubSpot CRM.
Martin says this enabled Proviso to offer better customer service: "We have better tools now, benefiting both our end users and team members. Compared to what we had before, we have a whole new level of control and visibility."
Contact Volume and Customers Are Way Up
As a result of partnering with Hubex, conversions, contacts, and customers have never been higher.
Christine J. Martin notes: “Occasionally, things slow down, and the number of leads drops, as in every business. When this happens, Hubex is great at tweaking things to boost traffic and leads again. It's something we wouldn't be able to do without them.”
The ‘Brønnøysund for HubSpot’ Integration Has Made Salespeople's Work Easier
Hubex helped Proviso install the HubSpot–Brønnøysundregistrene Integration, allowing them to enrich their CRM company records with data from Brønnøysundregistrene.
Martin notes, “Our company data must be 100% accurate when we enter it into HubSpot. The HubSpot-Brønnøysundregistrene Integration means we no longer have to search for customer company data manually; we can simply look up any company in the app, and the data syncs automatically to HubSpot.”
New Hubspot Licenses Have Helped Maximize Proviso’s Marketing and Revenue Operations
With a basic license, Proviso began its transition to HubSpot modestly. Gradually, they migrated more and more, such as their website and user manual.
“As HubSpot experts”, says Martin, “Hubex has helped us figure out which modules should be tied together to get the maximum effect of all our work. It has enabled us to cancel our subscriptions for some of the other systems we have been using, and we will cancel others as well. It saves us money and consolidates our efforts.”
Proviso Received More Leads Than They Could Handle
On average, Proviso has seen a 40% year-over-year growth in marketing-qualified leads since they started working with Hubex in 2020.
Unlike many competitors, Proviso has a luxury problem: “Sometimes we've had to turn off lead generation, like 'Try for free' campaigns,” Christine says. “We were simply overwhelmed by the number of leads flowing in...!”
A Clear Plan and Clear Communication
As of February 2024, Vainu has worked with Hubex for 6 months. How has their experience been so far?“The experience has been good,” says Jere Leinonen. “Hubex had a clear plan that they have followed to the letter. Also, the communication from them has been very clear, so I knew at all times where we were with the project.”
Initial Roadblocks Cleared
A couple of challenges made the HubSpot audit take slightly longer than expected, but these were overcome.“Firstly, our HubSpot setup was quite complex, so it took some time to get the hang of it. Then, while we were merging accounts, we stumbled upon a HubSpot issue that prevented us from mass merging accounts created through API. The thing was that the majority of the accounts were created through API when we migrated from our old CRM to HubSpot.”
“I Like How They Work!”
“Once we got over the initial challenges, it’s been smooth sailing,” continues Leinonen. “We agree on what we’ll do next, and Hubex does it. I like how they work – they do what we have agreed on, identify issues, make recommendations, and then we move on to the next thing we agree on.”Leinonen admits he was a bit skeptical initially, for one reason: “They said they wouldn't need too much of my time. But they have kept their word; they haven’t actually needed too much of my time. Besides our 30-minute bi-weekly meetings, it hasn't required much from me.”
Legacy Workflows Cleared Out and Fixed
As with many companies, Vainu’s HubSpot workflows had become disorganized over the years. With more than 700 workflows, it was difficult for them to keep track of what automations were firing on their Contacts and Companies.
“It’s super hard to start tackling this issue in-house,” says Leinonen. “What workflows should we keep out of those 700? Which ones should be deactivated and deleted? If we delete this, what happens? So far, Hubex has deleted 350 workflows. As the quantity gets smaller, it’s easier to understand and manage what’s actually going on in the background.”
Happy AEs
After 6 months with Hubex, Vainu has less than half of their HubSpot accounts left.
“And those are the exact companies that should be there. Now, when our AEs find a company, they can trust that it is that company. There won’t be another company hidden somewhere, worked by someone else. Our AEs have been very happy with it. It’s a small thing, yet it’s a big thing, as it affects so many people.”
Conclusion
The problem Vainu faced is common to fast-growing companies: a CRM plagued by legacy build-up and unreliable sales data, resulting in an inefficient revenue engine.Simplifying and reviving a legacy HubSpot setup is a complex task, with a lot of moving parts that affect one another.
One tiny change can have an unexpected impact elsewhere. That’s why niche expertise is critical. As Jere Leinonen puts it, “It’s not easy to fix those types of issues in-house. You need someone who is really good, who knows what they’re doing. Again, what I like about working with Hubex is that they not only come with a “We have a problem” message, but they also have a workaround in mind.”