Label Traxx, the main MIS/ERP resolution for slender net flexo and digital label printing, was restructuring to deliver three corporations collectively on one built-in HubSpot resolution to drive progress in 2022 and past.
After we met with Label Traxx President Rob Mayerson, he had a tall order in late 2021. He wanted to merge gross sales, advertising, and help for 3 impartial corporations to function as one. The objective was to deliver Label Traxx and third-party on-line commerce instruments Siteline and Batched collectively to cross-sell and upsell extra successfully.
The highest alternative was cross-selling merchandise, as each Siteline and Batched use Label Traxx to function. Moreover, there have been buyer expertise benefits for consolidating service organizations and processes since some help requests crossed product traces. In the end, all corporations would go to market collectively as a single model, probably merging right into a single group.
Label Traxx ran on a legacy, on-premise FileMaker Professional system. This technique didn’t present correct visibility to promoting actions. The opposite corporations had various experiences with CRMs, one had Copper, and the opposite had a restricted implementation of HubSpot. The three corporations additionally managed separate customer support software program, with FileMaker and Jira within the combine. Though the three corporations had been identified for glorious customer support, no measurements or KPIs existed.
Mayerson and Jennifer Matt from Siteline had been the visionaries who led a cross-functional crew in a complete knowledge transformation and a go-to-market technique on one platform.
They selected the next targets and challenges:
- Exchange the multi-company tech stack with an built-in HubSpot stack.
- Combine the businesses’ knowledge with customary fields and clear, de-duped knowledge.
- Construct a cohesive digital advertising and gross sales system to market and promote the three software program merchandise amongst new prospects and the present buyer base.
- Create a single help ticketing system and data base to help their prospects’ advanced software program service wants.
The primary order of enterprise, to rationalize the three corporations’ CRMs, was the trickiest and longest to finish (a number of months). We needed to dump all the information from legacy techniques, map, and cross-correlate the properties. It took a number of knowledge hundreds with key mapping into HubSpot to get all the information loaded accurately. We had a number of key stakeholders who assisted with mapping and normalizing multi-company knowledge. Lastly, we had good partnerships with Gross sales and Accounting, who QA’d the information and offered a sign-off that each one was appropriate.
In the meantime, we had been additionally working with the help groups to create a ticketing system and data base throughout three product traces, three areas, and two languages. And this ticketing system would even be a handoff from gross sales to help new buyer onboarding.
Product Group members labored exhausting emigrate data base articles from an in-house system at Label Traxx and JIRA for the opposite two corporations. Ultimately, they printed 1,400+ help articles. On the similar time, their Product Engineers had been actively rebuilding and launching a brand new model of the software program with a brand new UI requiring the substitute of all screenshots whereas loading articles to HubSpot. It was mind-bending.
The third system to merge was Gross sales. On account of combining the businesses into one CRM and one deal board, Label Traxx might develop a standardized gross sales course of to promote every of their merchandise to numerous buyer segments. Extra importantly, pipeline reporting was designed so Gross sales Administration might perceive income alternatives created throughout the three corporations. And the income alternatives had been instantaneous, with visibility into every buyer’s present product set up standing. This standardization allowed the corporate so as to add gross sales crew members to speed up progress.
Lastly, whereas the CRM Database, Help, and Gross sales had been stood up, we additionally labored on a prospecting and website positioning technique utilizing content material, webinars, and electronic mail.
For the central piece of content material, Mayerson gave in-depth details about the label-converting section of the printing business. Orange Advertising advisable Label Traxx use a subject cluster technique to garner site visitors shortly. Label Traxx chosen the important thing pillar subject: “How To Modernize And Optimize Your Label Changing Enterprise.” Label Traxx additionally started providing common webinars to teach prospects and prospects.
Label Traxx noticed vital enchancment throughout KPIs:
- Information base views skyrocket to almost 1,000 a month
- Tickets tracked grew to a whole lot a month
- Web site views double
- Natural search double
- Offers closed double
See All The Detailed Metrics Right here.
Whereas the atmosphere for ERP Label software program heading into 2023 is difficult, Mayerson has set Label Traxx up for fulfillment with an built-in and environment friendly HubSpot CRM to handle Gross sales, Advertising & Help.
Rob Mayerson, President, Label Traxx
“Past expectations! Our income era upselling into our current buyer base has been unbelievable. We now have an end-to-end system that tracks tickets and help. And we have now begun clever lead era focusing on particular personas, leveraging the insights in our CRM.”
Mayerson speaks additional in regards to the influence of Orange Advertising consolidating their 3 legacy CRMs and help techniques onto HubSpot on this video.