Our Business Engine

The foundation of our engine is HubSpot. We use HubSpot CRM, Sales, Marketing, Content and Commerce features. So everything from our webpages to our AI, to all customer contact to payment collection all stems from HubSpot. There are many integrations that we will get to shortly, but the foundation of it all is HubSpot. However, the real way we have scaled is through all the automation through HubSpot and through the available integrations. We have three main components that drive our business. These integrate together, and separately to many more applications. Aside from HubSpot, the next of the Big Three is Zapier and the final being ZoomInfo.

HubSpot

We have configured several automations within HubSpot, one of which is the web chatbot on our webpage. We also have a form submission automation that triggers multiple actions on the back end, like creating a new CRM entry and initiating follow-ups and communications with the customer. While we rely mainly on Zapier for integrations and automation, we have directly integrated HubSpot into a few other applications, namely anything chat-related, like Facebook Messenger. The same AI that powers our web chatbot also responds to our Facebook messages. We also have HubSpot directly integrated with Stripe for quoting, invoicing and payment processing. We also rely on BI and buyer intent signals from HubSpot Breeze.

Zapier

While HubSpot has a lot of third-party integrations and automation, Zapier has thousands. Most of our automation happens through Zapier. Zapier has integrations to EX Texting for rules-based and automated texting, Microsoft Exchange for automated emails and contact creation, Microsoft Teams for inbox monitoring and collaboration, Stripe for payment processing and collection, Google and Facebook Ads, Yelp, Bark, Quickbooks, WhatsApp, Twilio, LinkedIn, and many more. The benefit of Zapier is that it can enable integrations between two applications that would not typically integrate. For instance, a calendar invite in Outlook triggers a text message in EZ Texting or a WhatsApp or Telegram message. Our imagination tends to run out before we think of something that Zapier cannot do.

ZoomInfo

We have recently introduced ZoomInfo into our Marketing and Buyer Intelligence stack. We have leveraged targeting tools for some time to optimize our advertising budget and minimize cost per lead. However, ZoomInfo has allowed us to target much more effectively. The G2 insights and technology insights have allowed us to focus on companies making moves in the technical areas we focus on and in the size of businesses we cater to in the geographies in which we operate. Websights can tell us which companies have visited our website and provide contact information of technology decision makers in those companies. The additional Buyer Intent signals also tell us which companies are actively searching for our technologies and services. When can we have buyer intelligence that is a combination of companies that are making moves and investments, combined with the technology insights, and the knowledge of which of those companies have visited our website, what pages they visited, and how long they spent on each page? That is powerful information to be armed with to target advertising and communications. Take that information and automate email, Facebook, Google, SMS and other marketing campaigns through Zapier and the integrations we have configured there. It certainly maximizes advertising budget with minimal interaction required.

HubSpot Form Submission

A form submitted on our site triggers these actions:

Creation of CRM contact in Hubspot
CRM contact added to targeted email marketing distribution group in HubSpot
SMS record created in EZ Texting
EZ texting initiates welcome SMS with opt out
SMS record added to targeted SMS marketing group in EZ Texting
CRM contact assigned to sales agent in HubSpot
Breeze intelligence populates company information to CRM contacts in HubSpot.
All contact information synchronized to sales agent's Microsoft Exchange contacts.
A follow-up reminder is scheduled in HubSpot and synchronized with the sales agent's calendar.
Contact automatically receives generalized marketing SMS and email campaigns

ZoomInfo Websights

We have rules configured in ZoomInfo to search for certain things- number of employees, technology utilized, revenue, geography and other qualifiers. When ZoomInfo detects that an individual at a company that matches those qualifiers visits our website, the following actions are triggered:

Creation of CRM contact in Hubspot
CRM contact added to targeted email marketing distribution group in HubSpot
An SMS record is created in EZ Texting and staged for a legitimate interest or opt-in trigger.
SMS record added to targeted SMS marketing group in EZ Texting
CRM contact assigned to sales agent in HubSpot
ZoomInfo and Breeze intelligence populates company information to CRM contacts in HubSpot.
All contact information synchronized to sales agent's Microsoft Exchange contacts.
A follow-up reminder is scheduled in HubSpot and synchronized with the sales agent's calendar.
Contact automatically receives generalized marketing email campaigns.
Metrics shared with Google and Meta campaigns

ZoomInfo Buyer Intent

We have rules configured in ZoomInfo to search for certain things- number of employees, technology utilized, revenue, geography and other qualifiers. ZoomInfo also tracks Buyer Intent. Buyer Intent is based upon the number of employees at a particular company searching and browsing a specific topic over a certain period of time. When ZoomInfo detects a company that matches our qualifiers and reaches a certain threshold for Buyer Intent, the following actions are triggered:

Creation of CRM contact in Hubspot
CRM contact added to targeted email marketing distribution group in HubSpot
An SMS record is created in EZ Texting and staged for a legitimate interest or opt-in trigger.
SMS record added to targeted SMS marketing group in EZ Texting
CRM contact assigned to sales agent in HubSpot
ZoomInfo and Breeze intelligence populates company information to CRM contacts in HubSpot.
All contact information synchronized to sales agent's Microsoft Exchange contacts.
A follow-up reminder is scheduled in HubSpot and synchronized with the sales agent's calendar.
Contact automatically receives targeted and focused marketing email campaigns based on the particular service we offer they were searching for.
Metrics shared with Google and Meta campaigns

Case Study-Safire CRM, Marketing and Sales Solution