Managing contact information across sales and marketing was inefficient

The biggest problem facing Makers Turkiye was managing their customers throughout the buying process. They launched Turkey’s first and most comprehensive training program which captured a lot of interest from professionals looking to grow their careers. The process in attracting prospects to the certifications was unorganized since the information wasn’t kept in a central place. For example, they couldn’t keep track of prospects and customers when they ran marketing campaigns in Facebook and Google ads. This led Makers Turkiye to blindly run marketing campaigns with no way of holistically tracking progress. As a result, Makers Turkiye was not following up with contacts who expressed interest in their services because they got lost in the various tools that Makers Turkiye was using, like Sendgrid, Facebook Ads, Google Ads, Excel and other tools.

“With Marketing Hub Starter, HubSpot’s marketing tools helped us build closer relationships with our current and potential clients which resulted in more leads and sales” - Ongun Tan, Founder

Transforming the marketing and sales processes

The primary goal after implementing HubSpot was to better track their customers throughout the buying journey -- from visitor to customer. To do this, they set up HubSpot forms and pop-up forms across their web pages so that every new form submission would represent a new contact in the HubSpot CRM. Tan says that every form submission made it easy for his company to identify the contact’s information and understand what they were most interested in. Then, they segmented their new contacts based on the form submission page so that they could send relevant marketing emails from within HubSpot. In segmenting lists, they created filters based on what they thought the prospects were most interested in. An example segment that they created was: contacts who had more than 5 views per visit on a specific certification page. Then, Makers Turkiye used the email marketing tool within HubSpot to quickly create and send marketing emails to these contacts.

The process contributed to what Tan called a sales rep’s dream. Sales reps already had easy-to-access information on the prospects that they contacted, and they could update the contact record after they learned more from outreach emails or calls. The way that sales and marketing people worked together changed. Instead of excel lists, emails, and other manual records, both teams started opening HubSpot as the first tool of the day. They were more efficient with less back-and-forth emails and manual intervention.

Email Marketing Performance from last 30 days

“We are still a startup trying to achieve as many sales as possible in order to establish a sustainable revenue. Hubspot enabled us to sell more, build closer relations with our customers and convert more potential leads to customers.” - Ongun Tan, Founder

How Makers Turkiye grows better

Makers Turkiye grew more than 5x in 8 months since implementing HubSpot. HubSpot helped the company achieve all the revenue that they made in 2018 in the very first quarter of 2019.

For Tan, using Hubspot has been essential as the company is highly data-driven. Having a system where all their customers’ data is stored along with marketing and sales work is essential in having an efficient company. He personally enjoys seeing his employee’s contributions reported in HubSpot’s dashboards, which show metrics such as count of contacts over time, top emails, and deal forecasts.

The company is looking to upgrade to Marketing Hub Professional once they have enough volume for automation tools to increase their productivity. Until then, they are continuing to grow better using Marketing Hub Starter, Sales Hub Professional, and Service Hub Free.