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[Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) - ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) ## Why HubSpot? - ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) - ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) - ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm) - [__Overview of all products__](https://www.hubspot.com/products/get-started) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue) - [ \ __Smart CRM__ \ AI-powered, flexible CRM software](https://www.hubspot.com/products/crm/ai-crm) - [ \ __Agent Hub__ \ Your central home for building and managing AI agents across the platform](https://www.hubspot.com/products/artificial-intelligence) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter) - [ \ __AEO (Beta)__ \ Answer engine optimization tools that track and improve your brand's visibility in AI results](https://www.hubspot.com/products/aeo) - [ \ __HubSpot Marketplace__ \ Connect your favorite apps to HubSpot](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - ## Marketing - [Generate leads](https://www.hubspot.com/use-case/generate-leads) - [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) - ## Sales - [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) - [Close deals](https://www.hubspot.com/use-case/close-more-deals) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) - [Manage content](https://www.hubspot.com/use-case/manage-content) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - About About - [About Us](https://www.hubspot.com/our-story) - [Careers](https://www.hubspot.com/careers) - [Contact Us](https://www.hubspot.com/company/contact) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management) [Start free or get a demo](https://www.hubspot.com/products/get-started) [Log in](https://app.hubspot.com/login) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales) - [Case Studies Overview](https://www.hubspot.com/case-studies) - [Directory](https://www.hubspot.com/case-studies/directory) - Galbani Professionale  # InBound and HubSpot CRM enhanced Galbani Professionale's B2B2C engagement, boosting measurement and sales process efficiency Food & Hospitality 200-1,000 employees  - \+ 5,000 contacts created - +100 marketing automation workflows for nurturing - +20 tons of estimated products sold HubSpot activities Use Cases - Increase Leads - Sales and Marketing Alignment - Boost Sales Products - [Marketing Hub](https://www.hubspot.com/products/marketing) - [Sales Hub](https://www.hubspot.com/products/sales) ### Story Overview The Gruppo Lactalis Italia’s company was scouting for an Italian partner with experience on writing buyer personas when they identified DMA and HubSpot as a perfect combination to both super charge their digital marketing and standardize their sales processes. After a year and half of collaboration, Galbani Professionale now has a more ROI-driven lead generation system and is able to better manage the sales opportunities coming from its sales network. ### About Company Galbani Professionale is a brand dedicated to pizzeria, restaurant & bar owners. With its wide range of products, it supports restaurateurs in their daily work with great passion and commitment to bring to the table the best sausages and products of the Italian dairy tradition. __Challenges and Goals for Digital Marketing__ Galbani Professionale, before adopting [DMA](https://www.diemmea.com/) and HubSpot for its digital transformation, had already recognized the necessity for greater insights into the online behavior of its ideal customers. They conducted their own research on the social platforms where their customers were most active, the peak hours of their online presence, the types of content that engaged them the most, and the pivotal factors influencing their choice of a supplier. Moreover, the company realized that relying on external firms to send informative newsletters (DEM) was making them reliant on the quality of their supplier's contacts database. Additionally, the absence of technology to track and map leads once they interacted with their digital touchpoints posed a significant limitation for their marketing efforts. __The Solution__ Galbani Professionale's Marketing Team initiated their collaboration with DMA by focusing on Buyer Persona. Utilizing a list of contacts from both existing customers and prospects, DMA conducted interviews and distributed surveys to gather strategic information. This information was instrumental in crafting a highly targeted and personalized content funnel designed to engage potential buyers at each stage of their buying journey, facilitating the crucial transition from lead to prospect status. Identifying various pain points of restaurant and pizzeria owners through interviews, Galbani Professionale and DMA successfully formulated a multi-channel and multimedia content strategy. This strategy incorporated ads, ebooks, educational videos, emails, and other content that seamlessly blended informative and commercial elements. Notably, all content was accessible behind a form that requested comprehensive profiling information, including VAT numbers, phone contacts, or business addresses. These collaborations formed the basis for a parallel support initiative for the Trade Marketing team, which included the identification of active clients in the database, sleeping clients and new prospects, and the digitalization of online activities related to prize contests. __Challenges and Goals for Sales__ Having delved into digital marketing, Galbani Professionale transitioned to the sales process by organizing meetings with both the sales and marketing teams. Facilitated by DMA, these sessions commenced with outlining the company's sales process. The process involved a comprehensive analysis of the current performance, measurement against predetermined standards, and identification of opportunities for enhancement. __The Solution__ An example of how digitalization helped streamline the sales process, was a form created for the CIBUS trade fair, that allowed the attending operator to register all stand visitors and send their contact details to the CRM. This triggered the sending of a thank-you email a few days after the event. Another example was the automation that ensured a contact deemed promising based on lead scoring logic—discussed later—was automatically assigned to a sales representative based on the geographical area. The sales representative's responsibility was then to recontact the lead to determine whether they were an independent client to be served directly or part of a chain or wholesaler. Once the sales representative or Food Service Account completed this qualification process, the same lead was transferred to a Galbani Depot (DSM) in the national territory. The DSM was informed via email with all the relevant contact information. __Bridging the Gap Between Marketing and Sales__ To help dismantle the silos between marketing and sales, Galbani Professionale asked DMA to implement the cross-functional tool of HubSpot score, which assigns a numerical value or score to a lead based on its level of engagement with communications, company initiatives, sign-ups on the ecommerce or its alignment with the ideal customer profile (Buyer Persona). The ultimate goal was to highlight the most engaged contacts on the marketing level and the most promising ones on the sales level in terms of website visits, email opens, and form submissions, etc. Since the mere numeric score was not always easily interpretable, the choice was to convert the numerical data into a qualitative judgment through an automated workflow, with options including Cold Lead, Warm Lead, and Hot Lead. __Reporting and Performance Monitoring__ The historical absence of data for monitoring digital activities and KPIs compelled Galbani Professionale to prioritize reporting. Thanks to the dashboards created by DMA following a detailed briefing, the company can now track the progress of all marketing initiatives, including both Inbound Marketing and Trade Marketing. These dashboards are presented in internal marketing and management meetings. Presently, area managers have the ability to access a range of metrics, such as the number of recorded site sessions, user engagement rates, leading acquisition channels, most consulted sections on B2B e-commerce, leads collected on HubSpot, and more. __Conclusions__ Thanks to the strong collaboration established between Galbani Professionale's Marketing team and DMA, InBound Marketing activities have proven highly successful. Over the past year and a half of content production activities, more than 3000 contacts have completed a form and entered the CRM. The Trade team has similarly received positive feedback. The sales department has implemented an efficient and virtuous hot lead allocation strategy, reducing unnecessary sales follow-ups and fostering alignment between departments from a SMarketing perspective. As of the current moment, the CRM boasts a total of over 5000 contacts. Simona Alessandra Fiorina, Foodservice Marketing Director of Galbani Professionale, expresses the goal to double this number in 2024. All these contacts have been profiled based on the logic implemented by lead scoring, and all InBound marketing activities continue to be shipped at an average of one funnel per month, following the initial blueprint. Table of Contents Table of Contents > The implementation of buyer personas and a communication based on their interests improved ROI-driven lead generation. The personalized content funnels have proven to be highly effective, and the integration of HubSpot CRM has improved the collaboration with our sales department. DMA's insights and collaboration have been instrumental, and with over 5.000 contacts in the CRM, our InBound activities continue to thrive. We appreciate DMA's expertise and we count on their team to transform more and more marketing contacts into sales contacts to generate new customers. Simona Alessandra Fiorina Foodservice Marketing Director Gruppo Lactalis Italia  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo) ##### Related Case Studies -  ### Italian food company with €1 billion revenue consolidates website, lead generation, service management, and loyalty programs into HubSpot. - Food & Hospitality - 200-1,000 employees - Italy * * * [Read more](https://www.hubspot.com/case-studies/amadori) -  ### Effe Perfect Wellness achieves full lead management cycle from lead generation to sale with HubSpot - 200-1,000 employees - Italy - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/effe-perfect-wellness) -  ### A new customized CRM for Arduino, the global leader in open-source hardware and software - 200-1,000 employees - Italy - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/arduino) -  ### Colnago leverages a constantly updated platform to optimize Customer Experience - 200-1,000 employees - Italy - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/colnago) -  ### How a historic Italian manufacturer of luxury faucets shifted from Excel files to a comprehensive Digital Transformation - 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