Supercharging Sales & Marketing with HubSpot: MacDonald Industries' Journey

MacDonald Industries, a key player in the B2B distribution of commercial bathroom supplies, faced challenges with their ERP’s CRM functionality. While the ERP efficiently managed operations, its CRM capabilities couldn't keep up with the growing need for better visibility, lead management, and data-driven marketing. Partnering with RECIPE marketing, MacDonald Industries rolled out HubSpot as their front-office CRM to optimise customer-facing operations, while their ERP continued to manage back-office functions.

CHALLENGES FACED BY MACDONALD INDUSTRIES

As MacDonald Industries grew, the limitations of using their ERP system’s CRM became evident. The ERP was perfect for handling operations, but when it came to managing customer relationships, marketing campaigns, and sales pipelines, it fell short. Their teams lacked the insights needed for personalisation, real-time data tracking, and effective collaboration between sales and marketing. Manual processes and disjointed systems resulted in inefficiencies and lost opportunities.

THE RECIPE: HubSpot as a Front-Office CRM to Enhance Sales & Marketing

RECIPE marketing implemented HubSpot as a front-office solution for MacDonald Industries, enabling them to:

Maintain their ERP for operational and back-office tasks, while empowering their sales and marketing teams with HubSpot’s CRM.
Gain real-time visibility into customer interactions, sales pipelines, and marketing efforts, ensuring teams had the data they needed to act quickly and effectively.
Automate lead nurturing and create personalised marketing campaigns, making it easier to attract and engage their target audience.

This approach allowed MacDonald Industries to optimise their front-office operations without disrupting their ERP’s core functions.

KEY RESULTS

Sales Impact: With HubSpot, the sales team experienced a 20% increase in lead conversion rates. They now had clear, real-time data on customer activities and could focus on the most promising leads, improving both efficiency and results.
Marketing Impact: The marketing team benefited from automated campaigns, personalised to customer behaviour, which improved engagement and lead quality. They could also track performance metrics, allowing them to refine strategies based on real-time insights.
Operational Efficiency: The ERP remained the backbone for managing inventory, financials, and other back-office functions, while HubSpot streamlined customer engagement processes, making the entire business more agile and responsive.

TRANSFORMING SERVICE OPERATIONS FOR EXCEPTIONAL CUSTOMER SUPPORT

In addition to revolutionising sales and marketing, the service team at MacDonald Industries also benefited from HubSpot’s capabilities. A custom ticketing system was developed to streamline customer service and improve response times.

Paper-based service forms were digitised into HubSpot forms, capturing all necessary data directly in the CRM.
Three ticket pipelines were created for various service processes, ensuring each issue was handled by the right team member.
Automated workflows notified relevant staff when tickets advanced through stages, increasing efficiency.
A service dashboard was introduced, giving the team insights into response times and recurring issues, enabling continuous service improvement.

This seamless integration of service processes empowered MacDonald Industries to provide a quicker, more efficient customer support experience, leading to improved customer satisfaction and retention. MACDONALDS INDUSTRIES