Using a cluttered, disconnected CRM solution created friction among teams
Dentally helps practitioners worldwide run their business more effectively, freeing up dentists’ time so they can offer patients better treatment.
The company needs tools that allow its teams to spend less time on managing software and more time keeping customers happy.
Dentally was using Salesforce for various CRM functions. Still, its sales and marketing tools were not connected, which led to poor alignment between departments and created friction among employees.
“We found there was friction with Salesforce for the individual daily users. The solution was having a seamless, all-in-one solution to support all our marketing, customer service, and sales efforts” explains CEO and co-founder Nick Davies.
Dentally started looking for a more easy-to-use yet powerful alternative all company members could use as its single source of truth to eliminate friction, bring tools together, and empower teams to collaborate and do their best work.
“When you've got different teams and data living natively, you need them all to be on the same page. Communicating and sharing data across departments with ease is key.” And that’s how they found HubSpot.
4 in 1 Marketing, Sales, Service and CMS software within a centralized CRM
When Nick found HubSpot, he was sold from the start. “When we understood we could use HubSpot as our complete end-to-end CRM, we went all-in with Sales Hub, Marketing Hub, and the CMS. As business needs evolved, we added Service Hub. It’s fantastic,” he explains.
The seamless alignment between Sales Hub and Marketing Hub has increased transparency among teams and created a tight content creation feedback loop. “Marketing teams can react to the feedback the sales team got from customers and produce assets that better fit their needs. Plus, the marketing team can see how effective the content is in the app.”
Service Hub has empowered Dentally’s support teams to deepen their relationships with customers and provide a best-in-class experience. “We bought 58 Service Hub seats. We use Service Hub to do implementation and onboarding. It’s really useful for managing our pipeline and track the progress of our customer success programs,” adds Nick.
One of the things Nick likes about HubSpot is the platform’s ease of use. “Compared to Salesforce, HubSpot is very intuitive. The learning curve for new members is very low.” He and his teams enjoy the platform’s overall level of consistency. “Whenever you look at records within HubSpot, the layout and how we interact with it are consistent across the board. This helped a lot with driving adoption,” he says.
The flexibility achieved through the use of CMS Hub is significantly valuable to Dentally. “HubSpot has everything we need and required no configuration. We did it all ourselves, which means it's super adaptable to our business needs.”
Dentally automates a lot of processes using the workflows feature. “We've got loads of different workflows which are intuitive and easy to build. We're constantly changing them, and being able to do it ourselves helps us remain agile,” says Nick.
Sales Hub helps the sales department put leads on follow-up cycles, making sure no deal is left behind. “Our focus is B2B sales. Our sales reps are now able to follow up with valuable stuff, and, therefore, we started increasing our win rate.”
That’s not it. The sequences tool, along with other sales productivity tools within Sales Hub also helps Dentally’s sales teams get more done. “We're in an industry where prospects go AWOL often. Being able to follow up automatically allows our salespeople to use their time better.”
Last but not least, Dentally has been using the pipeline management and sales automation tools within HubSpot to fix and improve its sales processes. “We revamped our sales process and how we approach selling. We were able to adapt and iterate because we were making changes, seeing results, measuring, and then making changes again.”
According to Nick, automation and flexible workflows have been Dentally’s key to success. “When we started molding workflows and automation around our business processes, we started to see a big value boost.”
60% increase in organic traffic YOY
Since moving over to the HubSpot CRM platform three years ago, Dentally has been on a continuous road to outstanding growth. The company has been seeing a 60% increase in web traffic year over year.
“Our direct and organic traffic has been the biggest gain—high-quality traffic without paying for a lot of PPC,” explains Nick.
On top of that, the number of leads coming through has gone up by 40% year over year. Thanks to using HubSpot, the productivity levels of Dentally’s sales teams’ have increased, as deals closed per sales rep have doubled from 2018 to today.
What’s more, after using the automation and workflows inside HubSpot, the company’s sales processes improved, which increased overall sales revenue by 20%.
Since using HubSpot as the single source of truth for marketing, sales, CRM, and customer service, Dentally has quickly adapted to its next growth phase.