Following a mandate that required trucks to have electronic logging devices in 2017, Blue Ink Technology began creating electronic logging devices for commercial motor vehicles. However, shortly after the mandate went into effect, sales slowed down considerably and they felt the need to branch out. That’s when the company started building other products like software services, tire pressure sensors, and air scales.
During this time, the company’s Operations Manager Mike Riegel needed to find creative ways to deal with a saturated market while trying to bring new products to life. While identifying the company’s blind spots, Mike quickly found that they were paying for leads but were not following up with them and their communications with prospects were heavily underutilized. Additionally, there was no automation in place and documentation was poor – it was becoming very evident that they were losing out on many potential customers.
That’s when he started trying to find solutions, and at this point, he knew that he needed to take his sales game up a notch. Having never done sales before, he then went on a mission to build up his sales knowledge and through searches on the subject, he found HubSpot. At that time, Mike had also begun actively looking for a CRM, so it seemed like HubSpot’s platform and the company were a match.
The steps to building a sales strategy on HubSpotSetting the gear in motion, Mike signed up for HubSpot’s free CRM. Since they were able to quickly identify the value within the platform, within only 2 weeks they jumped straight into the Sales Professional plan. Since then, Mike has worked alongside the sales team to develop workflows and journeys allowing them to see where their customers are coming from, how many touches are needed, and which email content brings in the most conversions.
Once they had everything set up in Sales Hub, they decided to move on to the marketing side of HubSpot to keep everything consolidated.
“I wanted all the systems to be linked together and HubSpot did that very well, so we went straight into Marketing Professional. Started offloading some of our other marketing platforms, because Hubspot had everything integrated into one,” Mike said.
With all the marketing features available, they were able to merge all of their email marketing and social media activities as well as Facebook and Google Ads efforts. They also started to leverage the marketing platform to get a broader range of their target market by writing press releases and building up SEO for their website. Being able to segment their audience and send targeted content has been another big win for the company through HubSpot’s tools.
“Now that we have different products, we don’t want to confuse customers with content that they are not interested in at this time. Let’s give them content based on what their needs are – we can upsell them later.”
Tracking, segmenting and growing