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- ## 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
[Free and premium plans](https://www.hubspot.com/products/marketing)
- ### Sales Hub
Sales software
[Free and premium plans](https://www.hubspot.com/products/sales)
- ### Service Hub
Customer service software
[Free and premium plans](https://www.hubspot.com/products/service)
- ### Content Hub
Content marketing software
[Free and premium plans](https://www.hubspot.com/products/content)
- ### Data Hub
Data management software
[Free and premium plans](https://www.hubspot.com/products/data)
- ### Revenue Hub
CPQ, billing, and payments software
[Free and premium plans](https://www.hubspot.com/products/revenue)
- ### Smart CRM
AI-powered, flexible CRM software
[Learn more](https://www.hubspot.com/products/crm/ai-crm)
- ### Small Business Bundle
The Starter edition of each product, built for startups and small businesses
[Learn more](https://www.hubspot.com/products/crm/starter)
- ### Breeze
AI agents and features that power the entire platform
[Learn more](https://www.hubspot.com/products/artificial-intelligence)
- ### AEO (Beta)
Answer engine optimization tools that track and improve your brand's visibility in AI results
[Learn more](https://www.hubspot.com/products/aeo)
- ### HubSpot Marketplace
Connect your favorite apps to HubSpot
[See all integrations](https://ecosystem.hubspot.com/marketplace/apps)
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- Why HubSpot?
- ## Marketing
- ### [Generate leads](https://www.hubspot.com/use-case/generate-leads)
Convert visitors into contacts for your database.
- ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing)
Create campaigns with automation and AI.
- ## Sales
- ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline)
Generate a pipeline of high-quality prospects.
- ### [Close deals](https://www.hubspot.com/use-case/close-more-deals)
Streamline your process and close more deals faster.
- ## Customer Service
- ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support)
Support customers at scale with AI and a help desk.
- ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction)
Identify opportunities to improve customer health.
- ## Content
- ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey)
Easily craft content for your audience, with help from AI.
- ### [Manage content](https://www.hubspot.com/use-case/manage-content)
Organize, update, and distribute content in one place.
- ## Startups & Small Businesses
- ### [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers)
Generate leads through content, AI, and automation.
- ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster)
Prospect smarter and automate payments.
- ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data)
Unify your team and data on one platform.
- ## Artificial Intelligence
- ### [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent)
Scale customer service with an AI customer agent.
- ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent)
Identify and engage high-value leads with an AI prospecting agent.
- ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent)
Get instant answers about your customers with an AI data agent.
## 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 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
- [INBOUND Event](https://www.inbound.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)
- [
\
__Small Business Bundle__
\
The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter)
- [
\
__Breeze__
\
AI agents and features that power the entire platform](https://www.hubspot.com/products/artificial-intelligence)
- [
\
__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
- [INBOUND Event](https://www.inbound.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](#)
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- High Contrast
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- [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)
- KeepCup

# How KeepCup unified operations, boosted collaboration and achieved transparency with HubSpot
Consumer Goods
25-200 employees
- 20%
Increased Deal Close Rate Thanks to HubSpot Insights
- 50%
Fewer Touchpoints Needed To Close Deals
Use Cases
- Increase Conversion Rates
- Boost Sales
Products
- [Marketing Hub](https://www.hubspot.com/products/marketing)
- [Sales Hub](https://www.hubspot.com/products/sales)
- [Service Hub](https://www.hubspot.com/products/service)
### Story Overview
From fragmented data and multiple platforms to streamlined infrastructure and collaboration, KeepCup leverages HubSpot as their central source of truth to enhance transparency, increase deal close rates, and navigate the challenges of a shifting market landscape. Discover how HubSpot empowers KeepCup's commitment to sustainability and continual growth in an ever-evolving digital world.
### About Company
KeepCup changed the way Australians think about coffee with their innovative, reusable products designed for drinking pleasure on the go while removing single-use plastics.
Disparate Systems & Limited Visibility
In the dynamic world of sustainable living, KeepCup has emerged as a global leader, fostering environmental consciousness through their innovative reusable cups. Born in Australia in 2009, the brand expanded to the UK in 2011 and continues to be a leader when it comes to rethinking single use plastics across a range of culinary experiences.
Prior to joining HubSpot in 2019, the KeepCup team had data and information split between Mailchimp, Microsoft Dynamics, Zendesk and Microsoft Excel spreadsheets. With no central source of truth, the sales and marketing teams struggled to collaborate, and lacked visibility over the full pipeline. In particular, they weren’t able to clearly capture and report on the value of customers when they returned through multiple purchases.
There were multiple factors that clinched the deal when it came to selecting HubSpot as the platform to commit to:
- HubSpot is a central source of truth for multiple teams in the business
- The interface is user-friendly for teams to work in on a daily basis.
- The HubSpot sales team worked to engage the whole KeepCup team and truly understand the challenges they faced
- HubSpot’s continual investment in customer and product experience
Beyond that, it was also about having confidence in HubSpot being the right choice in the years to come. Speaking with KeepCup’s co-founder Abigail Forsyth, she shared that it was HubSpot’s "integrity in continually investing to improve the customer and product experiences" that cemented the choice in platform moving forward.
__Increased Collaboration & Consistency__
Since moving to HubSpot, the team has undergone some big shifts. Abigail noted how the business has grown throughout their HubSpot journey, specifically in how they now think in systems, rather than in individual relationships. This has been critical in understanding and in turn, optimising the customer experience prior to purchasing. This means there is a bigger focus on maintaining data hygiene, and building scalable systems and processes without losing the focus on the customer. They’re still on the journey as they find that balance, but as Abigail said, "it’s now embedded in the culture of the business - it’s just the way we do things now".
With HubSpot as the system of visibility for the whole business, the whole business are able to collaborate effectively in a cross-functional capacity. Leveraging sales tools like snippets and templates allow each team to have consistent messaging to their audiences which allows the business to run a cohesive and connected customer journey from marketing touchpoints right through to managing the post-sale customer experience and repeat purchases.
__Transparency & Increased Deal Close Rate__
When it comes to transparency and collaboration, it’s not just the enablement assets that have been vastly improved. With all their information in one place, KeepCup have been able to impact their sales productivity and outputs.
"The biggest impact is the visibility on sales productivity - it’s a real game changer," reflected Abigail.
Looking at the full pipeline, they’re able to see not just the key elements like revenue, deal volume and metrics like close rate, but evaluate this at a sales rep level. This has increased the performance of the overall team as they can now see where they need to focus, and can identify those in the team they can learn from in different areas of the pipeline as they focus more on being both efficient and effective.
"Prior to HubSpot, it was very much a volume approach, and now you can see the shift in the team towards being a lot more honed and focused on the key outcomes" Abigail shared; a shift that has really changed the game when they look at the difference in results.
Two key results that stand out include:
- Increasing the deal close rate from more specific and focused sales activity
- Increased conversion rate for contacts coming through the pipeline as they can now see the full journey of a contact once they convert for the first time, and are not losing potential revenue when trying to work across multiple platforms like they were before.
__Continual Growth and Innovation__
As KeepCup looks to the future, their focus is on direct-to-consumer marketing automations for repeat customers. They plan to review marketing campaigns for insights and develop templates for running future campaigns.
In the competitive landscape of sustainability, KeepCup's journey with HubSpot exemplifies how a brand can seamlessly integrate technology to not only navigate challenges but also foster a culture of continuous improvement. As they navigate the digital landscape, KeepCup remains steadfast in its commitment to sustainability, leveraging HubSpot as a key enabler on their path of growth and adaptability.
Table of Contents Table of Contents

> HubSpot has helped us cement the value of data in the business - we’re building scalable systems and processes without losing focus on the customer. It’s just the way we do things now.
Abigail Forsyth
Co-Founder & Managing Director
[KeepCup](https://au.keepcup.com/)
[](https://au.keepcup.com/)

### 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)
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[Read more](https://www.hubspot.com/case-studies/hungryhungry-loop-marketing)
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### How HubSpot and Cloudfresh Brought Scale and Efficiency to Teams at Ekol Logistics
- Marketing Hub
- Sales Hub
- Service Hub
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[Read more](https://www.hubspot.com/case-studies/ekol-logistics)
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### How Growth Tribe Increased Conversions by 200-300% with HubSpot
- 25-200 employees
- Marketing Hub
- Sales Hub
* * *
[Read more](https://www.hubspot.com/case-studies/growth-tribe)
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### How Connectd Improved Their Post-Call Visibility & Increased Conversion Rates by 33% with the Trumpet App for HubSpot
- 25-200 employees
- Marketing Hub
- Sales Hub
* * *
[Read more](https://www.hubspot.com/case-studies/connectd-trumpet)
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