The challenge:
Data Silos, Duplicate Work, and Limited Automation
Due to rapid growth, daily operations in marketing and sales at COPA-DATA had become increasingly characterized by isolated tools, parallel systems, and manual processes. Synergies remained untapped, automation became increasingly difficult to implement, and visibility into customer interactions was progressively lacking. The desire for greater efficiency, clarity, and scalability intensified the need for a central platform. But the journey began with four fundamental challenges.
Challenge 1: Heterogeneous System Landscape
Before implementing HubSpot, COPA-DATA worked with numerous tools but few standardized processes. The result was inefficient workflows, duplicate data maintenance, and unnecessarily high communication overhead between departments. Marketing activities could only be evaluated to a limited extent, and automated processes barely existed.
Challenge 2: No Centralized Customer and Lead Data
The lack of a comprehensive, central 360-degree view in the existing CRM system made it difficult to maintain oversight of customers, leads, and past interactions. This led to longer response times, increased coordination efforts, and inconsistent communication, creating friction points throughout the entire customer journey.
Challenge 3: Fragmented Marketing Tools
Different platforms for website, content marketing, campaign planning, emails, and landing pages prevented a unified customer experience along the buying journey. Synergies between individual marketing teams and centralized reporting across various touchpoints were difficult to achieve.
Challenge 4: Balancing Efficiency and Growth
COPA-DATA wanted to maintain momentum and continue scaling their business. To achieve this, the mid-sized company needed standardized processes and data, digitalization of various business areas, a unified system landscape, and a platform that could optimally support the company's growth.
The combination of an unwieldy tech stack, incomplete data, and siloed solutions made change necessary. As a partner for this transformation, COPA-DATA chose the Elite Solution Partner agency konzepthaus.
The Solution:
COPA-DATA Creates Central Customer View and Optimizes Marketing & Sales Processes
COPA-DATA globally introduced Marketing Hub, HubSpot's first module, in 2019. In 2021, the decision was made to implement HubSpot as the worldwide CRM system and Sales Hub for the sales organization. This created the foundation for a unified, scalable platform across teams, countries, and responsibilities. It quickly became a strategic success factor. Marketing, sales, and content management in one interface, processes automated, and synergies finally achievable. The implementation proceeded with clear objectives and a central requirement: real results, less friction.
360-Degree View of Customer Activities
The implementation of Marketing Hub, Sales Hub, and Content Hub enabled COPA-DATA to achieve a unified 360-degree view of contacts, companies, and interactions. Native integrations and API interfaces enable a central database from the ERP system to the "zenon Academy."
Synergies for Nurturing Campaigns
The corporate website was completely rebuilt with HubSpot. Over 1,500 content pages can now be strategically used for campaigns as well as lead nurturing and analyzed in centralized reports. Tools like Breeze AI Translate and the approval feature simplify all global translation and approval processes with up to 80% cost savings compared to previous solutions.
New Standards in the Sales Team
The global rollout of the Prospecting Workspace enables the sales team to process leads in a structured, standardized manner. New features like Sequences and Guided Actions led to an increase in deal rate to around 15% and over 30,000 enrollments. The sales team benefits from automated meeting scheduling and centralized lead prioritization.
Marketing & Sales Empowerment Through Custom Concepts
Through a specially developed lead qualification concept, contacts can be automatically segmented and targeted based on their interests. Custom contact attributes called "Interests" form the heart of marketing-sales alignment and trigger lead qualification. In marketing, Interests enable better lead nurturing, for example through targeted delivery of personalized content via targeting and smart rules. The sales team uses "Interests" to present only relevant solutions to potential customers during pitches. Through 200+ workflows, COPA-DATA's HubSpot instance has generated over 8,000 Interest values through page views alone, with over 25% of all CRM contacts having at least one interest recorded.
The Transformation:
Faster Qualification, Higher Deal Rates, and Lower Hosting Costs
COPA-DATA was able to replace 5 different tools and systems in campaign management alone – from Excel spreadsheets to specialized marketing applications – with HubSpot as the central platform, completely redefining how marketing and sales work. Processes became measurably more efficient, data centrally accessible, and workflows significantly more scalable. Today, the entire team works connected, data-driven, and automated, with measurable success. These results demonstrate how strongly the HubSpot implementation has impacted growth, productivity, and customer experience.
5x Increase in Captured Sales Activities
HubSpot Sales Hub has revolutionized sales operations at COPA-DATA globally and across teams. The structured use of Sales Workspace, targeted prospecting, and close collaboration between marketing, sales, and business development led to such a productivity boost that the number of sales activities captured in the system increased fivefold. Functionalities like Sales Automations, Sequences, Sales Analytics, AI Summaries, and the Mobile App significantly facilitate daily HubSpot usage.
3x Faster Qualification from MQL to SQL
COPA-DATA massively reduced response time to Marketing Qualified Leads (MQL) thanks to centralized processes and clearly defined lead journeys. Compared to previous years, the average MQL-to-SQL qualification time was reduced by approximately 75%. Key factors for this progress in the sales team included automation features and the use of Sales Workspace.
15% Deal Rate via Automated Sequences
A real game-changer in sales was the introduction of HubSpot Sequences. Sales reps now use automated contact sequences to efficiently engage potential customers. Measurable results like the current deal rate of around 15% and 30,000 enrollments show the potential in automated sales processes, especially when intelligently linked with CRM data as in HubSpot.
80% Savings on Translation Costs Through AI Translate
The smart integration of Breeze AI Translate in HubSpot proved to be a real efficiency booster for COPA-DATA. Instead of an expensive custom development (e.g., via DeepL API), the native solution saved around 80% of estimated implementation costs. Simultaneously, the entire translation process was simplified and accelerated, which is a huge advantage for international companies with multilingual content like COPA-DATA.
€25,000 Annual Savings Through Website Migration to HubSpot
By migrating the corporate website to HubSpot, COPA-DATA eliminated costs for external hosting and technical maintenance totaling around €25,000 per year. Support and training efforts for previous CMS solutions were also eliminated. With the relaunch on HubSpot, the website was fully integrated into the new CRM ecosystem, including blog, landing pages, and approval workflows.
30,000 Monthly Activities in the HubSpot System
System usage at COPA-DATA reached a new level after the transformation project: On average, over 30,000 user activities per month are now captured in the CRM, with an upward trend. Whether email interactions, meetings, deal activities, or notes – central data capture builds the foundation for data-driven decisions, automated workflows, and effective collaboration between marketing and sales.
COPA-DATA & HubSpot: A Strategic Partnership
The central HubSpot platform plays a key role in COPA-DATA's global go-to-market strategy and facilitates work for marketing and sales teams throughout the entire customer journey. "We see HubSpot as a scalable platform for our growth. The investment has paid off multiple times in efficiency, synergy effects, and improved customer experience", reports Constantin von Pander, Senior Expert Digital Strategy & Solutions.
COPA-DATA is now part of the HubSpot Customer Advisory Board. As a "Strategy Account," the company actively provides feedback from daily operations and significantly shapes product development.
In the future, COPA-DATA plans to rely even more on AI-powered processes, from intelligent lead scoring to accessible web content via AI post-narration. The expansion of important integrations, chatflows, custom objects like "Partners", Commerce use cases, and the implementation of additional HubSpot features are also planned to realize ambitious growth plans.
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