- Company name: SONEL SA
- Industry:Manufacturer of measurement solutions for the electric power industry
- Location: Poland
- Web site: sonel.pl
Completed services
- Complete implementation of HubSpot platform in Professional version .
- Implementation of HubSpot Service Hub .
- Implementation of HubSpot Sales Hub .
- Implementation of HubSpot Marketing Hub .
- Interface CSO
SONEL Joint Stock Company is one of the largest Polish manufacturers of measuring instruments. For more than 30 years, it has been producing professional equipment designed to control the safety, technical condition, parameters and quality of power supply networks. All the time, it focuses on expanding its product range with state-of-the-art measurement solutions. This is due to the realization that with the growing number of electricity consumers, the complexity of the grid and the increasing importance of a reliable power supply throughout the economy, there are more and more measurement tasks for its meters.
Key Facts about SONEL
30 years of history: SONEL started its business in 1994, developing its products and technologies for more than three decades.
Presence in international markets: SONEL products are available in more than 100 countries around the world, providing reliable measurement solutions.
Many years of experience: The company employs more than 350 qualified employees to ensure the highest quality of products and services.
Wide range of products: SONEL offers a wide range of measurement equipment, including short-circuit loop meters, resistance meters, multimeters, power quality analyzers, thermal imaging cameras and much more.
In-house testing laboratories: The company has state-of-the-art research laboratories for continuous product improvement and development.
Customer trust: SONEL has earned the trust of thousands of customers around the world by providing them with high quality measurement solutions.
Hosted solutions before selecting HubSpot
- No typical CRM
- An ERP system
- CMS of websites
- Excellence
Solutions HubSpot was compared with
Before deciding to implement HubSpot, SONEL considered other solutions such as SalesForce and ZOHO.
Decision criteria why HubSpot
- Work with sales, customer service and marketing teams on one system .
- Integrate with multiple external applications .
- Integration with the company's internal systems via API .
- Lower implementation cost than competing solutions
Challenges
- SONEL as a manufacturing company is characterized by the fact that sales teams work very much with customer service teams. From the point of view of external customers, salespeople often become the main point of contact for after-sales and technical advice as well. The lack of a single common solution for all departments led to a situation where teams conducted their work in a segregated manner, making it much more difficult to transfer information between departments. This ultimately affected the lower efficiency of customer service and sales processes.
- When considering the implementation of HubSpot, many of the challenges SONEL faced were related to the siloing of different areas of the company and low synergy between them. Large contact databases were not maximally utilized, integrated sales and marketing processes were lacking, and communication between departments was fragmented based on the email inbox. As a result, there were significant difficulties in coordinating activities, which reduced the quality of customer service and overall business efficiency.
Customer Service Area
- Disparate customer service channels: SONEL was facing the problem of not centralizing communication with external customers in a single tool. Customer service was provided through various channels, such as email, phone and forms, which led to the dispersion of information, due to the use of various tools that were not interconnected.
- Lack of centralization of communication in one place: The dispersion of information and lack of a central place to manage communications resulted in poor readability and transparency in customer service processes. This was due to the dispersed work of sales and customer service teams and their use of different tools for daily work.
- Mixing sales and service requests: The customer service team often received both quotations and inquiries for sales and service requests on the same mailbox. This caused problems in assigning and separating tasks between sales and customer service.
- Delays in processing requests: Working on mailboxes led to delays in processing requests, which negatively affected the quality of customer service.
- Lack of a single place to collaborate and share information with the sales team: The lack of a central system to manage information and collaboration between teams caused delays in responding to inquiries.
- Lack of ability to analyze customer service quality: The company lacked the ability to analyze the quality of customer service, the speed of closing requests, the number of unworked tickets, and request category statistics.
Sales-area
- Lack of connection with the customer service team and joint knowledge sharing: The lack of integration between the sales and customer service teams caused difficulties in information sharing and collaboration, which affected the effectiveness of the sales team.
- Unused contact bases: The company had large contact databases that were not being properly utilized, which meant untapped business potential for both do-sell and prospecting processes.
- Problems with saving leads from trips and trade shows: The sales team frequently participated in trips and trade shows, but lacked a systematic way to record and track leads from these events and monitor their effectiveness in terms of new business acquired.
- Lack of integration of emails and automatic enrollment in a central system: Emails were not integrated with the CRM system, causing problems with access to the history of contacts with a given company by multiple employees, including customer service staff.
- Lack of recording of sales activities: Sales activities were not recorded in one place, making it difficult to monitor and analyze the sales team's activities.
- Difficulty in forecasting and predicting revenue: The company had difficulty forecasting future revenues, due to deficiencies in the IT solution, which made it difficult to plan and manage sales.
Marketing area
- Planning for growth in multiple markets: The marketing team planned to expand into various markets, which required careful planning and adaptation of the marketing strategy to the specifics of each market.
- Developing content activities and strengthening inbound marketing efforts: The company wanted to intensify its content marketing activities by better distributing webinars, ebooks and launching full-scale inbound marketing activities. There was a lack of tools to automate and support large-scale activities.
- Focus on SQL (Sales Qualified Leads), lack of service processes from the top of the funnel: Lead acquisition activities focused on the final stages of the funnel (BOFU), lacked tools to support process alignment at the TOFU and MOFU stages.
- Integration of marketing and sales: There was a lack of solutions to support the joint work of marketing and sales and to ensure the automatic flow of leads from marketing activities. Deficiencies in integration resulted in knowledge gaps regarding the impact of marketing activities on company performance.
- Customer segmentation: The marketing team wanted to better segment its customer base to run more personalized and effective mailing campaigns using marketing automation.
Collaboration goals with BusinessWeb
- Implement a common system platform for the different areas of the company: Ensure the successive integration of teams on a single HubSpot platform to facilitate collaboration and process management within the company.
- Consolidate customer service processes:Systemize customer service teams on a single platform to better manage requests and improve service quality.
- Customer service integration in a single tool: Consolidate various customer service channels, such as email and forms, into a single HubSpot tool, which will increase transparency and efficiency.
- Implementation of customer service measurement: Implementation of customer service quality measurement tools to optimize processes and increase customer satisfaction.
- Implementation of customer service measurement tools to optimize processes and increase customer satisfaction.
- Sales process support: Transfer and unification of sales processes to the HubSpot platform, development of a CRM system configuration concept, and training of employees in working on the new CRM.
- Training the marketing team: Training marketing employees on the use of HubSpot Marketing Hub, especially in the context of planned and currently implemented marketing strategies.
- Support for integration with ERP and CSO system: Provide technical and content support for the integration of HubSpot with the ERP system and data from the Central Statistical Office (CSO)
Collaborative-process
- Support in the selection of HubSpot solutions: Begin the collaboration by analyzing SONEL's processes and requirements to select the right HubSpot solutions that best meet the company's needs.
- Stage implementation of the HubSpot platform: Begin a phased implementation of the various elements of the HubSpot platform, starting with the priority areas of sales and customer service.
- Customer Service Process Mapping: Conduct a detailed mapping of the customer service process and develop a HubSpot Service Hub configuration concept aligned with SONEL processes. Then configure the system and train employees.
- Coherence of service and sales processes: Arranging customer service processes and separating them from sales processes to increase efficiency and transparency of operations.
- Sales process mapping: Conduct sales process mapping, using HubSpot Service Hub integration to connect information flow to the service department. Developing the HubSpot Sales Hub configuration concept, configuring the system, and training employees.
- Implementation of HubSpot Marketing Hub: Move to implement HubSpot Marketing Hub, integrate marketing and lead generation processes with configured sales and customer service areas. Training of the marketing team on the tools and support in configuring the system.
- Complete integration of HubSpot: Comprehensive integration of the three areas of HubSpot (Service Hub, Sales Hub, Marketing Hub) into SONEL processes to ensure that all teams work together consistently and effectively.
Results
Consistent work of teams on one platform: With the implementation of HubSpot, sales, customer service and marketing teams now work on one integrated platform. This has enabled better collaboration, increased efficiency of operations and improved process management within the company.
Improved information flow between teams: The integration of HubSpot Service Hub, Sales Hub and Marketing Hub has allowed information to flow seamlessly between teams. Now each department has access to up-to-date data and customer communication history, which has greatly improved coordination of activities and quality of service.
Role and process alignment: We conducted a detailed mapping and separation of customer service and sales processes. As a result, each team has clearly defined roles and tasks, which has reduced confusion and improved work efficiency.
Efficient management of large contact databases: Thanks to HubSpot's segmentation and automation, SONEL can now effectively manage its large contact databases. This has allowed for more personalized and effective marketing campaigns and better use of the potential of the available data.
Faster organization and tracking of leads from trips and trade shows: The sales team now has the tools to effectively record and track leads acquired during trips and trade shows. Automated processes allow leads to be quickly entered into the system and further processed.
Increased speed of response and quality of customer service: Centralization of communication channels and automation of customer service processes has significantly increased the speed of response to customer requests. Measuring and analyzing the quality of service allow continuous improvement of processes and raising customer satisfaction.
More effective marketing and sales activities:Training teams and implementing HubSpot Marketing Hub has enabled SONEL to plan and execute marketing strategies more effectively. As a result, the company is able to generate more leads, manage campaigns more effectively and collaborate better with the sales team.
Customer reviews
"Our partnership with Businessweb has been instrumental in improving the efficiency and integration of our sales, customer service and marketing teams. With the implementation of HubSpot, we were able to centralize and organize processes, which greatly improved the flow of information between teams. We now work on a single, integrated platform, which has allowed us to better coordinate activities and increase the quality of customer service. Businessweb has also helped us realize the full potential of our contact databases and improve the efficiency of our marketing activities. We are very pleased with the results and the quality of the support we have received."
Grzegorz Koniak
Marketing & E-commerce Manager
SONEL
Future Development Plans for HubSpot
SONEL plans to continue to integrate the areas of marketing, sales and customer service to further streamline internal processes and improve the quality of service.
In the near term, the company intends to focus on several key areas:
Further Integration of Systems: SONEL will continue to integrate HubSpot tools to further unify and automate internal processes. The goal is to create a unified ecosystem that will enable a seamless flow of information and full collaboration between marketing, sales and customer service teams.
Use of Artificial Intelligence:The company plans to implement advanced solutions based on artificial intelligence (AI) to support business processes. Of particular importance will be the application of AI in content strategy, especially in international markets. AI will help analyze data, personalize communications and optimize marketing campaigns.
Content Hub and AI to Maximize Reach: SONEL plans to implement a Content Hub, which will be a central place to manage marketing content. Combined with AI solutions, the Content Hub will maximize outreach to new target audiences, improve content quality and execute inbound marketing strategies more effectively.
Inbound Marketing Strategy: The company will further develop its inbound marketing strategy, using new tools and technologies to attract and engage customers. AI will play a key role in automating and personalizing communications to more effectively manage leads and increase conversions.
Expansion into International Markets: Continue to expand into new markets with advanced technology and marketing strategies. SONEL intends to tailor its marketing activities to the specifics of individual markets, using AI analysis and recommendations.
Process Optimization: SONEL will continuously optimize its processes to increase efficiency and improve results. This will include the continuous improvement of tools and work methods, as well as the implementation of innovative technological solutions.
Through these activities, SONEL intends not only to maintain its market leadership position, but also to set new standards in the measuring instrument industry by providing the highest quality solutions to its customers around the world.
Conclusions
Summary of success:
Through the implementation of HubSpot and collaboration with Businessweb, SONEL has been able to integrate and optimize key business processes, resulting in better customer service, increased work efficiency and improved financial performance. Sales, customer service and marketing teams now work on a single, integrated platform, enabling a smooth flow of information and better coordination of activities. The implementation of new tools and automation of processes has significantly increased the speed of response to customer requests and the efficiency of marketing and sales activities.
Recommendations:
If your company is in the manufacturing industry, HubSpot will help you efficiently organize and combine the work of your company's teams into one selling team.
