Established in 1955, Roylances Tractor Replacements (Roylances) has grown into a thriving four-state business, with stores in NSW, ACT, South Australia and Victoria. Their primary business goal is to provide top-tier farm machinery, earth-moving equipment, parts, and maintenance while prioritising customer satisfaction.
By collaborating with reputable suppliers like Kubota, JCB, SPITWATER, and Penrite, along with understanding the needs of customers, have solidified their position as a distinguished provider within the agricultural and industrial sectors.
Traditionally, Roylance’s internal operations ran as a conventional business, by manual record-keeping through log books and physical contacts for their sales team. This approach limited their visibility and understanding of the sales landscape. With the goal of enhancing lead tracking, Roylances sought a modernised, digital sales system. This system would enable the sales and management teams to track leads, categorise them, and monitor sales and revenue. Additionally, it would integrate into an automated marketing system, allowing Roylances to maintain a competitive edge in the market. The system aimed to improve the tracking of incoming leads and potential future leads, providing a comprehensive solution for lead management.
The objective was to implement HubSpot CRM into Roylances processes and procedures, transforming their lead management process into a digital one. This would empower the sales team to effortlessly track and convert leads. To achieve this, BKC Media collaborated closely with various in-house staff, including the sales, marketing, and management teams. BKC Media provided comprehensive training on CRM management, email integration, and lead categorisation. We also assisted in establishing a comprehensive process for lead tracking, prospecting, and categorisation.
To enhance the lead generation process in HubSpot, specific lead forms were designed and seamlessly integrated into the website. This enabled the sales team to take prompt action as needed. The forms included contact forms and product form submissions, which provided valuable insights into the brand product page that the leads were visiting. This categorisation helped the teams to better understand the interests and preferences of potential customers, allowing for more targeted and effective follow-up.
The implementation of lead tracking enabled the identification of effective marketing channels, including organic social media, the website, Google Ads and Meta Ads. This provided insights into which channels were yielding the best return on investment (ROI). Additionally, the integration of the HubSpot CRM allowed the sales team to analyse the customer journey from initial contact to conversion, giving them valuable insights into which strategies were most effective in driving sales. The sales and management teams were equipped with the ability to track and optimise customer interactions, leading to improved ROI.
In addition to HubSpot, MailChimp integration enabled contacts to be added to the Roylance email marketing list. This integration allowed HubSpot to categorise leads and target specific groups with customised email marketing campaigns, such as product updates, warranties, services, and more. Furthermore, it facilitated the creation of a purchase nurture sequence to further engage leads.
The HubSpot integration into Roylances culminated in the development of user-friendly sales performance reports. These reports were designed to assist the sales team in learning, adapting, and growing, while also providing valuable insights for the management team.
The outcome of this transformation for Roylances was the introduction of a streamlined, intuitive CRM, HubSpot, equipped with tags and filters that will make navigating customer data effortless. By refining data into customer types and noting machine ownership, Roylances can execute targeted remarketing campaigns and ensure that marketing efforts are directed precisely where they need to go. The results of this transformation speak for themselves, with growth evident during the transition period, and continuing to climb as the team adapts to the new system.
Importing all of Roylances’ contacts into HubSpot centralised lead management and sales tracking, a feat that would have been impossible with a paper-based system. Filtering by customer type or machines owned can now be done instantly, returning hundreds or even thousands of results that would have previously taken days, if not been impossible to achieve.
A major advantage of HubSpot’s pipelines is the ability to filter customers and deals before they even require human interaction. This is accomplished through website forms that automatically input customer enquiries into the pipeline. To further streamline this process, the Roylances team is using the forms to input any manual data, fully utilising the automatic system.
HubSpot’s task assignment and reminder features provide another significant advantage. These functions ensure that tasks are checked and completed efficiently, acting almost as an additional staff member who keeps track of deals and ensures nothing falls through the cracks.
Paid media ads on platforms like Facebook are also integrated into HubSpot, which captures enquiries from any form that Roylances distributes. This integration minimises the manual process of assigning customers to sales reps and ensures a smooth flow of information, while also providing valuable data storage for future interactions. Should a customer return at a later date, their sales history and previous enquiries are readily available in HubSpot, allowing sales reps to provide a more personalised and efficient service.
The prominent placement of product-specific forms on each product page of the Roylances website ensures maximum visibility for customers. These forms serve as a direct channel to connect customers with the appropriate sales rep, complete with information about their enquiry captured in the form’s message field.
The integration of HubSpot CRM into Roylances’ operations represents a significant investment that has yielded substantial returns. By transitioning their lead management process into a digital realm, the company has not only streamlined operations but also empowered the sales team with the tools and insights needed to thrive in the modern marketplace. This transformation serves as a testament to the power of technology in driving business growth and efficiency.
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