MARTech Stack
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About the Company
Our client, a B2B company specializing in technical products, operates a unique business model that blends eCommerce convenience with traditional B2B sales strategies. Customers register on their website and are verified as licensed businesses before gaining access to a partner portal. Once approved, they can place orders seamlessly, just like a typical eCommerce store. However, the sales team remains a crucial part of the process, tracking key accounts, onboarding new customers, and re-engaging those who haven’t purchased in a while.
While the model was promising, several challenges prevented the client from maximizing its potential.
The Challenge
The client’s tech stack consisted of Shopify, a custom partner portal, and HubSpot CRM. Unfortunately, these systems weren’t integrated, resulting in fragmented customer data. Salespeople couldn’t see which companies contributed the most revenue or identify patterns like inactivity or churn. HubSpot only tracked individual contacts, leaving it impossible to connect purchases to specific companies.
The lack of a clear customer overview also impacted communication. There were no automated emails to onboard new customers or encourage repeat purchases. Inactive customers went unnoticed, and high-value clients weren’t receiving the attention they deserved.
All this inefficiency left the sales team juggling manual tasks without a strategic focus.
Actions
We started by integrating the client’s systems through APIs, bringing Shopify, HubSpot, and the partner portal together. This unified their data into a single source of truth. Now, every contact in HubSpot was linked to a company account, complete with up-to-date order history and roles like “administrator” or “buyer.” This allowed the sales team to finally get a comprehensive view of their customers.
Once the data was in order, we introduced segmentation to organize customers into meaningful groups. We categorized them by factors like purchasing frequency, company size, and total spend. This segmentation set the foundation for personalized communication and smarter decision-making.
To make the most of the new structure, we implemented automated workflows that transformed how the company engaged with its customers:
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Welcoming new customers: Every approved account received a personalized welcome email, and sales reps were tasked with making a follow-up call. Dashboards tracked how many new customers converted into active buyers.
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First purchase follow-ups: After their initial order, customers received a thank-you email, featuring tailored product suggestions and a note from their assigned salesperson.
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Re-engagement campaigns: Customers inactive for 90 days were nudged with email reminders and flagged for personal outreach by the sales team.
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Rewarding loyalty: High-value customers were celebrated with milestone emails that thanked them for their trust and offered exclusive perks.
We didn’t stop at communication. Dashboards were created to give the sales team actionable insights into customer behavior. They could see which segments were driving the most revenue, identify trends in churn, and track customer lifetime value (CLV). This data drove more strategic sales efforts, such as scheduling high-touch engagements like dinners or special offers for top-tier clients.
Results
The impact of these changes was immediate and significant:
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Churn dropped by 20%, thanks to improved re-engagement strategies.
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Conversion rates from registration to first purchase increased by 30%, driven by streamlined onboarding and follow-ups.
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Sales efficiency improved, as automation freed the team to focus on high-value tasks.
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Net Promoter Score (NPS) rose by 15%, reflecting better customer experiences.
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Revenue grew by 22%, fueled by targeted communication and stronger customer relationships.
This project showcased the power of unifying systems and leveraging data to create a smarter, more customer-focused operation. By integrating their platforms, the client gained valuable insights that had been hidden in silos. With segmentation and automation, they were able to engage customers at the right time, in the right way, and with minimal manual effort.
Most importantly, we proved that a balance between technology and human touch is key. Automation enhanced the customer journey, but personal outreach and thoughtful engagement from the sales team made all the difference.
If you’re ready to transform your customer processes and drive measurable results, let’s talk.