Logo - Full (Color) [Skip to content](https://www.hubspot.com#global-nav-main-content) - 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?authuser=0) - Close Search - [Log in](https://app.hubspot.com/login?authuser=0) - About About - [About Us](https://www.hubspot.com/our-story?authuser=0) - [Careers](https://www.hubspot.com/careers?authuser=0) - [Contact Us](https://www.hubspot.com/company/contact?authuser=0) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management?authuser=0) Back [ ](https://www.hubspot.com/) Menu - Close Search - 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?authuser=0) [Overview of all products](https://www.hubspot.com/products/get-started?authuser=0) - ### Marketing Hub Marketing automation software [Free and premium plans](https://www.hubspot.com/products/marketing?authuser=0) - ### Sales Hub Sales software [Free and premium plans](https://www.hubspot.com/products/sales?authuser=0) - ### Service Hub Customer service software [Free and premium plans](https://www.hubspot.com/products/service?authuser=0) - ### Content Hub Content marketing software [Free and premium plans](https://www.hubspot.com/products/content?authuser=0) - ### Data Hub Data management software [Free and premium plans](https://www.hubspot.com/products/data?authuser=0) - ### Revenue Hub CPQ, billing, and payments software [Free and premium plans](https://www.hubspot.com/products/revenue?authuser=0) - ### Smart CRM AI-powered, flexible CRM software [Learn more](https://www.hubspot.com/products/crm/ai-crm?authuser=0) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence?authuser=0) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter?authuser=0) - ### 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?authuser=0) - ### HubSpot Marketplace Connect your favorite apps to HubSpot [See all integrations](https://ecosystem.hubspot.com/marketplace/apps?authuser=0) - Solutions Solutions - By Use Case - By Team Size - Why HubSpot? - ## Marketing - ### [Generate leads](https://www.hubspot.com/use-case/generate-leads?authuser=0) Convert visitors into contacts for your database. - ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing?authuser=0) Create campaigns with automation and AI. - ## Sales - ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline?authuser=0) Generate a pipeline of high-quality prospects. - ### [Close deals](https://www.hubspot.com/use-case/close-more-deals?authuser=0) Streamline your process and close more deals faster. - ## Customer Service - ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?authuser=0) Support customers at scale with AI and a help desk. - ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?authuser=0) Identify opportunities to improve customer health. - ## Content - ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?authuser=0) Easily craft content for your audience, with help from AI. - ### [Manage content](https://www.hubspot.com/use-case/manage-content?authuser=0) 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?authuser=0) Generate leads through content, AI, and automation. - ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?authuser=0) Prospect smarter and automate payments. - ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?authuser=0) 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?authuser=0) Scale customer service with an AI customer agent. - ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?authuser=0) Identify and engage high-value leads with an AI prospecting agent. - ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?authuser=0) 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?authuser=0) - ### 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?authuser=0) ## 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?authuser=0) - ### 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?authuser=0) - ### 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?authuser=0) - [Pricing](https://www.hubspot.com/pricing/marketing?authuser=0) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?authuser=0) - [What's New in HubSpot](https://www.hubspot.com/new?authuser=0) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?authuser=0) - [Sustainability](https://www.hubspot.com/sustainability?authuser=0) - ## 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/?hubs_content=www.hubspot.com%2Fcase-studies%2Ftractable&hubs_content-cta=nav-resources-community&authuser=0) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?authuser=0) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?authuser=0) - [Technology Partner Program](https://www.hubspot.com/partners/app?authuser=0) - 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[Premium Support](https://www.hubspot.com/services/premium-support?authuser=0) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?authuser=0) - 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?authuser=0) - [__Overview of all products__](https://www.hubspot.com/products/get-started?authuser=0) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing?authuser=0) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales?authuser=0) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service?authuser=0) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content?authuser=0) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data?authuser=0) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue?authuser=0) - 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[Close deals](https://www.hubspot.com/use-case/close-more-deals?authuser=0) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?authuser=0) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?authuser=0) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?authuser=0) - [Manage content](https://www.hubspot.com/use-case/manage-content?authuser=0) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers?authuser=0) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?authuser=0) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?authuser=0) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent?authuser=0) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?authuser=0) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?authuser=0) - 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?authuser=0) -  ### 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?authuser=0) - 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?authuser=0) -  ### 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?authuser=0) -  ### 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?authuser=0) - [Pricing](https://www.hubspot.com/pricing/marketing?authuser=0) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?authuser=0) - [What's New in HubSpot](https://www.hubspot.com/new?authuser=0) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?authuser=0) - [Sustainability](https://www.hubspot.com/sustainability?authuser=0) - ## 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/?hubs_content=www.hubspot.com%2Fcase-studies%2Ftractable&hubs_content-cta=nav-resources-community&authuser=0) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?authuser=0) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?authuser=0) - [Technology Partner Program](https://www.hubspot.com/partners/app?authuser=0) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates?authuser=0) - [Education Partner Program](https://academy.hubspot.com/education-partner-program?authuser=0) - [Startup Partner Program](https://www.hubspot.com/startups/partners?authuser=0) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing?authuser=0) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing?authuser=0) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources?authuser=0) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates?authuser=0) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding?authuser=0) - [Migration](https://www.hubspot.com/services/professional/migrations?authuser=0) - [Premium Support](https://www.hubspot.com/services/premium-support?authuser=0) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?authuser=0) - About About - [About Us](https://www.hubspot.com/our-story?authuser=0) - [Careers](https://www.hubspot.com/careers?authuser=0) - [Contact Us](https://www.hubspot.com/company/contact?authuser=0) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management?authuser=0) [Start free or get a demo](https://www.hubspot.com/products/get-started?authuser=0) [Log in](https://app.hubspot.com/login?authuser=0) - 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?authuser=0) - [Case Studies Overview](https://www.hubspot.com/case-studies?authuser=0) - [Directory](https://www.hubspot.com/case-studies/directory?authuser=0) - Tractable  # Tractable Quadruples Marketing Qualified Leads With the HubSpot CRM Platform Software & Technology 200-1,000 employees  - 5X Leads - 4X MQLs - 4X Revenue growth in the last 3 years Use Cases - HubSpot for Startups - Full CRM - Increase Leads Products - [Sales Hub](https://www.hubspot.com/products/sales?authuser=0) - [Marketing Hub](https://www.hubspot.com/products/marketing?authuser=0) - [Service Hub](https://www.hubspot.com/products/service?authuser=0) - [Data Hub](https://www.hubspot.com/products/operations?authuser=0) - [Content Hub](https://www.hubspot.com/products/content?authuser=0) ### Story Overview Tractable wanted to improve its lead qualification process with automation. With the HubSpot for Startups program, Tractable implemented automated workflows to pass only qualified leads to the sales team, saving time and increasing MQL to SQL conversions. ### About Company Founded in 2014, Tractable’s industry-leading AI solutions process more than $2 billion in vehicle repairs and purchases each year. It’s trusted by 25 of the world’s top 100 insurance carriers to help people and businesses repair and protect cars and homes with greater speed, accuracy, and efficiency. ### Massive Growth in Leads   “We had a huge influx of leads from organic search and paid campaigns,” says Bhanu Chawla, Global Head of Demand Generation and Growth at Tractable. “We used to get 1,000 leads a month and now we get more than 4,000.” Tractable’s growth is one for the record books. Since 2019, it’s grown 600% and doubled its headcount to over 400 employees.  Naturally, this deluge of leads created challenges for the sales team.   ### Passing unqualified leads to sales Tractable didn’t have a well-defined process for qualifying leads, so the sales team spent a lot of time on leads that were unlikely to convert.  Consequently, Tractable’s conversion rate from inquiry to MQL (marketing qualified lead) was very high, while its MQL to SAL (sales accepted lead) conversion rate was very low.  “The sales team is very busy, and we only want them to spend time on the right leads at the right time. But sales and marketing weren’t fully aligned,” says Bhanu.   ### Lack of automation Bhanu and his team wanted to improve its lead qualification process as efficiently as possible. Employing automation was a natural fit, especially given Tractable’s position as a high tech leader. “Rather than using spreadsheets, we wanted everything automated and natively integrated,” says Bhanu.   ### Need for lead tracking and scoring At the same time, Bhanu and his team wanted the capability to track leads across all channels and report on conversion rates.  “Whether leads were coming from Google searches or LinkedIn advertising, we wanted everything integrated in one place,” says Bhanu. Lead scoring was another missing piece. Bhanu and his team wanted to use automation to identify the most promising leads to further focus the efforts of the sales team.   ### Startup budget While Bhanu and his team had big ideas about how to reinvent the lead qualification process, Tractable didn’t have unlimited funds to invest in a solution.  “As a startup, our budget isn’t the same as an enterprise company, so that was a consideration as well,” says Bhanu.   ### The HubSpot CRM Platform Fortunately, Bhanu found that Tractable already had the perfect solution: the HubSpot CRM Platform. Tractable had just started using [Marketing Hub](https://www.hubspot.com/products/marketing?authuser=0) for its email marketing. But when Bhanu came onboard, he quickly realized how much more the HubSpot CRM Platform could do—and that it could solve Tractable’s lead qualification challenges.  Thus, Tractable enrolled in [HubSpot for Startups](https://hubspot.com/startups?authuser=0) in 2020 through one of its investors, [Georgian Partners](https://georgian.io/?authuser=0). Tractable began at [Entrepreneur First](https://www.joinef.com/?authuser=0) (who are also a HubSpot for Startups Partner), when co-founders Alex and Razvan met through the global talent investor’s London programme.  The HubSpot for Startups program enabled Tractable to experience all the benefits of the HubSpot CRM Platform while staying within their budget.  In addition to Marketing Hub, Bhanu and his team also implemented [Sales Hub](https://www.hubspot.com/products/sales?authuser=0), [Service Hub](https://www.hubspot.com/products/service?authuser=0), CMS Hub and Operations Hub, thereby utilizing the full HubSpot CRM suite.   #### Automated lead qualification Bhanu and his team immediately got to work implementing website forms and workflows to automatically qualify leads via the HubSpot CRM Platform. “We can easily create forms on our website, either native or non-native to HubSpot, and integrate them with the HubSpot CRM,” says Bhanu. “All new inquiries are qualified into MQLs using the workflow functionality without human intervention, which has helped us massively.”  As a result, only qualified leads are passed to the sales team, saving them time and increasing conversions.  “Now, of all the leads that come in, only the right ones are passed to sales,” says Bhanu.   ### Lead scoring and nurturing with workflows Bhanu and his team are also using the HubSpot CRM Platform to automate lead scoring.  He explains: “We defined a lead scoring process within HubSpot using workflows to nurture leads within the lifecycle of a buying cycle. The lead score is increased or decreased automatically based on intent or activity at different touch points.” The team is also using HubSpot CRM workflows to nurture leads that aren’t ready to convert. “We can nurture leads at scale using automation rather than looking at every single lead one by one, which isn’t a scalable effort,” says Bhanu. “This allows us to spend our time on other sales and marketing activities.”   ### Custom dashboards and reporting Bhanu also has the cross-channel tracking he was looking for with the HubSpot CRM Platform.  “Right now we have our Google and LinkedIn accounts all integrated within HubSpot, and we can natively track customer activity across those channels,” says Bhanu.  The HubSpot CRM Platform also makes it easy to set up dashboards and report on this cross-channel activity.  “We have out-of-the-box dashboards within HubSpot, but it’s also easy to set up our own custom reports and dashboards to create our own metrics and share them with different people and roles,” says Bhanu.   ### Vidyard integration for sales engagement The Tractable sales team is using the [HubSpot-Vidyard integration](https://ecosystem.hubspot.com/marketplace/apps/marketing/video/vidyard?authuser=0) for outbound sales emails. They’re embedding case studies and product videos into emails to make them more interactive and using the HubSpot CRM Platform to track and measure engagement.  “If a salesperson sends an email to a prospect that contains a video link from Vidyard, we can see if the prospect opened the email and watched all or part of the video,” says Bhanu.   ### Additional marketing integrations While the HubSpot CRM Platform forms the backbone of Tractable’s marketing tech stack—and provides a single source of truth for all leads and customers—Bhanu and his team are also taking advantage of other [HubSpot CRM integrations](https://ecosystem.hubspot.com/marketplace/apps?authuser=0).  “We’ve been using Clearbit, Salesforce, Unbound, Zapier and Dreamdata for different things,” says Bhanu. “As a startup, it really helps to know that almost every other platform can integrate with HubSpot.”   ### HubSpot support Bhanu has also been impressed with the support he’s received from HubSpot customer service as well as the resources of [HubSpot Academy](https://academy.hubspot.com/).  “All the people I’ve worked with at HubSpot have been truly outstanding,” says Bhanu. “They truly want to help you get a resolution as quickly as possible.”   ### 4x MQLs with the HubSpot CRM Platform Since joining the HubSpot for Startups program, Tractable has continued to grow, quadrupling its total number of leads as well as its MQLs.  More importantly, it’s improved its rate of conversion from MQLs to SALs, meaning that leads are much more likely to convert once they’re accepted by the sales team.  At the same time, Tractable continued to grow. Over the last three years, for example, it grew revenue by 4x.  Today, Tractable is valued at over $1 billion and is the world’s first computer vision unicorn for financial services.  “We’ve had tremendous growth since starting with HubSpot,” says Bhanu. “They really helped us manage that growth and scale to meet it.”   Table of Contents Table of Contents - [Massive Growth in Leads](https://www.hubspot.com#massive-growth-in-leads) - [Passing unqualified leads to sales](https://www.hubspot.com#passing-unqualified-leads-to-sales) - [Lack of automation](https://www.hubspot.com#lack-of-automation) - [Need for lead tracking and scoring](https://www.hubspot.com#need-for-lead-tracking-and-scoring) - [Startup budget](https://www.hubspot.com#startup-budget) - [The HubSpot CRM Platform](https://www.hubspot.com#the-hubspot-crm-platform) - [Automated lead qualification](https://www.hubspot.com#automated-lead-qualification) - [Lead scoring and nurturing with workflows](https://www.hubspot.com#lead-scoring-and-nurturing-with-workflows) - [Custom dashboards and reporting](https://www.hubspot.com#custom-dashboards-and-reporting) - [Vidyard integration for sales engagement](https://www.hubspot.com#vidyard-integration-for-sales-engagement) - [Additional marketing integrations](https://www.hubspot.com#additional-marketing-integrations) - [HubSpot support](https://www.hubspot.com#hubspot-support) - [4x MQLs with the HubSpot CRM Platform](https://www.hubspot.com#4x-mqls-with-the-hubspot-crm-platform)  > “HubSpot is the best platform out there for growing companies. You should start with it—and scale with it.” Bhanu Chawla Global Head of Demand Generation and Growth  ### 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?authuser=0) ##### Related Case Studies -  ### YuLife reinvents insurance, rapidly scaling from startup to global Insurtech with HubSpot - 200-1,000 employees - United Kingdom - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/yulife?authuser=0) -  ### A Tailored Customer Journey is the Ticket to Growth for Exodus Adventure Travel - 200-1,000 employees - United Kingdom - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/exodus-adventure-travel?authuser=0) -  ### Sunsail & The Moorings Deliver Once-in-a-Lifetime Experiences 365 Days a Year with Service Hub - 200-1,000 employees - United Kingdom - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/sunsail-and-the-moorings?authuser=0) -  ### How Functionly supercharged growth, and increased their site performance by 400% with HubSpot - Software & Technology - 200-1,000 employees - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/functionly?authuser=0) - 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