Integrating Disconnected Systems Leads to More Data-Driven Decisions
CUSTOM INTEGRATIONS | HUBSPOT IMPLEMENTATIONS | SALES ENABLEMENT
A clear and bold heading
To measure the ROI on their specialty print media samples, Nekoosa needed to connect three disparate systems.
Closing the Loop
As a manufacturer of specialty print media, Nekoosa sends out a LOT of product samples; the company offers 594 unique sample SKUs, and most customers order multiple samples at once. These samples are expensive to produce and ship but well worth it if they turn into orders. The problem? It was impossible to track the ROI on samples because sample requests were coming in through several disconnected channels — some came in via their website, others came in through lead capture landing pages, and still others came in via email.
The company uses Salesorder to process these sample requests, but Salesorder was disconnected from its website content management system (Drupal) and its CRM and marketing automation platform (HubSpot). The marketing team needed visibility on sample requests and their sources in order to determine conversion rates and marketing ROI, and to get visibility they needed a fully connected, closed-loop sample process.
A clear and bold heading
We standardized and streamlined the sample ordering process and funneled all sample orders into HubSpot for visibility.
In HubSpot, we created a Sample Orders custom object that could be easily tracked and reported on. Then, we built custom two-way integrations between Drupal and HubSpot and between Salesorder and HubSpot using the APIs of all three systems. This enabled us to pass sample requests created in Drupal or HubSpot to Salesorder for processing and to pass sample requests created in Salesorder to HubSpot for reporting. It also enabled us to pass shipping information on sample orders from Salesorder to HubSpot, giving CRM users visibility on the status of sample requests.
This cloud-based solution created one unified space in HubSpot where all sample orders can be accessed, enabling proactive sales and customer service outreach to drive business and customer loyalty. It also gives us the ability to report on sample order frequency by contact and company, new business by sample order source, and more.
I love helping Trekk clients connect their systems to achieve real business impact. Thanks to these custom integrations, Nekoosa now has the ability to track which samples and sample sources result in the highest ROI, which empowers their marketing team to make more data-driven decisions.
Jillian Hazy
HubSpot Administrator