Looking For a Platform That Can Grow With the Company
Before HubSpot, Agicap relied on spreadsheets in Google Sheets as their CRM. They also tried Zoho CRM for a while. This setup came with many challenges—it was inefficient and disorganised.
Mickaël Jordan, Chief Revenue Officer at Agicap, explains, “When you rely on spreadsheets, you don’t truly have a proper CRM. It’s not designed to monitor your pipeline efficiently. Our spreadsheets quickly became disorganised and unreliable. As soon as we had a few hundred contacts and more than 20 deals, it was no longer sustainable.”
Agicap wanted to track their full sales cycle, from marketing through SDRs and account executives to customer success. “We didn’t want to have one place for sales data, another tool for marketing automation, and a third system for customer support. We wanted to have one platform that covers all our core needs,” adds Mickaël.
The 360° view of the customer journey was one of Agicap’s main objectives. Efficiently bringing sales and marketing efforts to a single platform was the other. Agicap is a rapidly growing startup, and they looked for a solution that is easy to use, but that will also scale with them in the long run. They wanted to avoid a platform they can outgrow so they never have to switch platforms again.
Bringing Sales and Marketing to a Single Platform With Powerful Features
As Agicap implemented HubSpot, Mickaël had a feeling they were underusing the capabilities of the platform. He took a three-day training session organised by Markentive, an Elite HubSpot Partner, where he learned about the best setup and capabilities for Agicap. Agicap then hired Copernic, a Diamond HubSpot Partner, to audit their needs and implement HubSpot for maximum results. “We were up and running in less than three months, with pipelines, roles, properties, and views that made us efficient,” adds Mickaël.
With HubSpot Marketing Hub, Agicap drives demand using inbound marketing. Among their main activities is paid advertising through Facebook and Google ads, all of which lead to landing pages and forms built in HubSpot. This allows them to monitor the impact of these campaigns on their pipeline and monthly recurring revenue.
They also run a blog with over 150 articles on finances and cash flow management that rank highly for the French market. “Our articles include downloads of free cash flow management templates, which is our first step in helping our prospects. Then, these inbound leads are nurtured with email campaigns through HubSpot before sales can take over these leads,” says Mickaël. Agicap also runs one webinar per week, usually with partners, and uses landing pages in HubSpot to collect participants’ information and monitor the performance of the webinar.
Agicap’s sales team is also more efficient, thanks to HubSpot. Sales team members don’t call new leads right away—they leverage indicators in the CRM to reach out to the best fit prospects. Mickaël explains, “Our sales reps track all prospect activities through HubSpot, including when prospects interact with our website, our resources, and emails. They also use the Chrome extension to get real-time notifications and act fast based on what the prospect is doing.”
Sales Hub Enterprise is both easy to use and packed with powerful features. Mickaël likes that they didn’t have to choose between the two. One way they leverage this is the calling and call tracking feature. Sales reps record their calls so they can share their insights with the managers and the team. Managers also follow sales activity on Slack and encourage success thanks to the HubSpot + Slack integration. “We celebrate results on Slack, but for detailed stats, managers use dashboards in HubSpot. They track MRR, close rates, pipeline stages, and many other KPIs and results for a full overview of their team’s performance.”
Multiplying Revenue With a Scalable Sales and Marketing Platform
Since switching to HubSpot, Agicap has gone through explosive growth. Their monthly recurring revenue (MRR) has increased eight-fold over just 12 months. Each of their account executives now brings in three times higher monthly recurring revenue every month. Agicap also doubled their monthly marketing qualified leads (MQLs) in a year.
Agicap’s sales team can move fast and close high-value deals thanks to the flexibility of HubSpot. Mickaël adds, “There’s always this debate in the startup world that you have to switch your CRM when you outgrow it, but HubSpot has proven to be as agile and customisable as we need it.”
HubSpot helps Agicap automate their marketing and sales process so they can focus on content creation and actual selling. They’re efficient and laser-focused on goals—and those goals are ambitious. Mickaël finishes by adding, “We’re aiming to reach 10 million euros of annual recurring revenue in 2021. We’re also expanding our presence on the European market, and we’re looking to open in up to five new countries in the coming months. Thanks to HubSpot, we’ll be able to internationalise to hit this big goal. All our teams will stay integrated under one HubSpot roof and work towards our next milestones.”