We worked with one of Australia’s largest law colleges, which had recently upgraded from HubSpot Professional to HubSpot Enterprise. They were managing over 200,000 contacts, 5 sales pipelines, 200+ emails every month, and 50+ forms—but their processes were far from streamlined.
The Challenges
The college faced several critical issues:
- Duplicate data: Contact records were cluttered with duplicates, making data management inefficient.
- Manual tasks: A lack of automation meant staff spent hours on repetitive processes.
- Inconsistent sales pipeline: No standard entry or exit criteria existed, leading to confusion.
- Unstructured workflows: Tasks weren’t automated, which slowed down daily operations.
- No governance on fields: Form fields lacked uniformity, resulting in inconsistent data.
Our Approach
We began by breaking the problem into manageable steps:
- Simplifying Contacts:
- We identified and removed duplicate and junk contacts, clearing up the clutter.
- This ensured their database was leaner and easier to manage.
- Streamlining Forms:
- Marketing forms were simplified by replacing open text fields with dropdown menus. This ensured consistent and uniform data entries.
- We also aligned the messaging on their webpages with the forms embedded on those pages. This led to higher-quality form submissions.
- Creating a Lead Management Process:
- We set up a process in HubSpot to assign leads based on specific criteria like course inquiry, prior university, and state.
- This ensured leads were routed to the right team members, enabling them to reach out promptly to prospective students.
- Standardizing Messaging with Templates:
- We introduced snippets and email templates for the 50+ sales team members. These helped maintain a consistent tone and message in their communication.
- This made handling inquiries faster and more uniform.
- Optimizing the Sales Pipeline:
- We redefined the deal stages by establishing clear entry and exit criteria for each stage.
- Automated workflows ensured the right information was captured at the right stage, reducing errors and improving accuracy.
- Data Standardization:
- By bringing uniformity to their data processes, the college experienced smoother operations and better insights.
Results
By implementing these changes:
- The college reduced manual workload and eliminated duplicate data.
- Their lead management process ensured no enquiries were missed, leading to better applicant engagement.
- Standardized sales processes and consistent communication improved efficiency across the team.
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