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Keatext leverages the power of AI to help businesses unify feedback and understand customer satisfaction. Their platform delivers a 360º view of customer and employee feedback channels all in one place to help businesses understand customer satisfaction at every stage of the journey and add new dimensions to analysis. Through focused recommendations, Keatext’s approach gives organizations the power to accelerate decision-making with AI-enriched data.
The ChallengeModernizing marketing for a data-focused company on the cutting edge of AIAs a player in the AI-enhanced analytics space, Keatext understands the advantage of intelligent insights—and they know those insights rely on access to the right data. With its small but mighty team, the company needed a solution that would put the entire marketing and sales journey within reach of a few key individuals. Before HubSpot, Keatext’s marketing toolkit suffered from fragmentation and poor integration. Salesforce didn’t flow into Pardot, so bulk syncs between its CRM and publishing solution were error-prone and inefficient. Pardot required time-consuming manual editing, so it cost the marketing team hours of work just to build and send emails. And last but not least, Calendly didn’t integrate with Salesforce, so siloed scheduling added friction to the sales team’s booking process while denying the marketing team visibility into their engagements. Salesforce also fell short of Keatext’s need for greater insights into marketing and sales data. Poor syncing led to a frustrating reporting process, so the team felt like they were flying blind without the ability to identify, track, and attribute opportunities. That lack of visibility made it difficult to discover trends or correlations—and strategize accordingly. As a result of these technological limitations, the marketing team was having trouble identifying quality leads and guiding prospects into Keatext’s sales demo, the key outcome for digital demand generation. Meanwhile, sales teams were spending valuable time on poorly qualified leads in calls with a low likelihood of success. According to Benjamin Oldham, Keatext’s marketing project manager, crucial capabilities were simply impossible because of poor integration. “Our old setup was preventing us from making strong marketing decisions. We didn’t have the right information at our fingertips, so it was difficult to identify data trends and bring in quality leads.” For a company dedicated to making the most of customer data, that’s a serious problem. Keatext decided to search for a CRM platform that would provide a cohesive solution for the full spectrum of marketing needs. At first, the company found that most tools were either too enterprise-focused or lacked the integration its marketing team would need. In 2023, Keatext chose HubSpot. They knew that Marketing Hub’s combination of powerful features and value would be the key to cracking their pipeline challenges. |
The SolutionImplementing a unified platform to streamline marketing execution and deliver data-driven insights As a small business, Keatext needed to keep its eye on value. HubSpot’s scalable pricing and supportive sales team helped the company’s marketers advocate for the platform with senior leadership. And once they made their decision, a HubSpot partner helped streamline the migration process to make implementation a breeze. After just a month, the platform was up and running, and Keatext’s marketing team had the power to put insights into action. At this point, there are very few Marketing Hub features they don’t use. Unifying data from the website, CRM, email, landing pages, and ads in one platform drives greater decision-making power than ever before. The team can also assemble and filter reports and dashboards on the fly, so it’s easy to isolate variables and dig into the data. What Benjamin loves most about HubSpot is its centralization. “We can correlate our website tracking with leads, integrate Google Ads, and get a full view of our pipeline. I can look at a sales prospect and trace it all the way back to its source.” Email marketing took a big step forward as well. Instead of painstaking manual creation and HTML editing, HubSpot’s email marketing tools provide simple drag-and-drop features and customizable templates. Now that it’s easy to create impactful communications with ease, a publishing process that used to take hours now takes only minutes. Greater harmonization also simplifies sales engagements. Keatext left Calendly behind in favour of HubSpot’s meeting scheduler. Now, connecting salespeople and customers is simple and straightforward, and the marketing team can track sales meetings to know where opportunities stand. HubSpot didn’t just help Keatext ease its pain points around syncing, content creation, and scheduling. It also introduced new capabilities and opportunities. Most importantly, the sales team was expressing frustration with the quality of leads coming through the pipeline. Wasting valuable time on sales calls with unengaged leads was a constant source of tension. So Keatext’s marketers dove into the data. They hypothesized that unrestricted sign-ups for the free trial might be the issue: allowing personal emails instead of permitting only business addresses could have been casting too wide of a net. When Keatext tested the idea by disallowing private addresses, lead quality skyrocketed. The result was time savings and a performance boost for the sales team. But equally importantly, it fostered greater trust and alignment between sales and marketing—a surefire road to better outcomes for the company as a whole. |
The TransformationBoosting sales opportunities through better leads and deeper insights Thanks to insights the company gathered through HubSpot, Keatext is experiencing a revolution in the quality of leads. With Salesforce, as low as 20% of total leads might get qualified in any given month. Now, that number is over 90%, an increase of 450%. At this point, it’s a rarity for salespeople to see a lead that’s totally off-base. Improved workflows and integration have boosted the number of total sales demos, the marketing team’s key performance metric. Since implementing HubSpot in 2023, demos have increased by 50%. As an AI company dedicated to unearthing customer insights, Keatext is also exploring HubSpot Breeze AI’s capabilities. The sales team loves using AI features to help them understand leads quickly, without the need for lengthy reviews. Benjamin attributes Keatext’s accelerating sales success to better integration and visibility. “There's rarely a question I get from sales where I can't find the answer in HubSpot. It’s the sole reason I was able to create a closer relationship with the sales team.” With better leads, greater visibility, and closer coordination between sales and marketing, HubSpot’s unified platform and integrated tools are providing Keatext with world-class CRM capabilities at a scale that works for small businesses. As a result, the company can continue down its pioneering path, empowering more organizations to unlock the value of customer intelligence through the power of AI. |
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