Out of Excel and Ontraport. Into one pipeline.
A Melbourne financial planning firm whose enquiries were growing faster than it could track them. Now the follow-up is automated, and still comes from each client’s own advisor.
- Industry
- Financial planning
- Platform
- Ontraport and Excel to HubSpot
- Scope
- Migration, sales pipeline and nurture
- Project lead
Trav White- Award
- 2021 Impact Awards
01 The briefMove all of Tribeca's customer data into HubSpot, rebuild the sales pipeline so every stage means something, and automate the follow-up without losing the personal touch their advisors are known for.
More enquiries, and no way to follow them.
Tribeca Financial is a group of certified financial planners in Melbourne, working under the line My Good Life
. We were already running their Google Ads, and the ads were working: enquiries were going up.
What happened after an enquiry arrived was harder to see. Customer information sat across two tools, Ontraport for marketing and Excel for prospecting, so nobody could watch a lead move from first contact to becoming a client.
Reporting meant matching the two by hand. Every hour spent lining up the data was an hour the advisors were not spending with clients.
Why it stayed that way. Each tool held part of the picture, and joining them meant lining the data up by hand every time. The stages of the existing sales process were also loosely worded, so before any system could report on them, the team had to agree what each one actually meant.
Three things nobody could see
Marketing spend against revenue
The marketing team could not track its budget against the revenue it brought in.
Sales against its KPIs
The sales team had no data it could point to when measuring against its KPIs.
Where each lead was up to
Nobody could see how a lead was progressing through the sales process, or the client journey after it.
A pipeline drawn before it was built.
Every stage of Tribeca's sales process was redrawn in Whimsical, with the emails, internal notifications and tasks each stage needed, then built in HubSpot as stage-based workflows.
Built in HubSpot, the workflows handle the data management, the client communications and the staff tasks at every stage. That also helps Tribeca meet its compliance requirements, and it took away much of the manual input the old process needed. New leads now come in under set rules and properties, so every contact carries the data Tribeca's own reporting and KPIs depend on.
Data first, then the workshops.
The team moved into HubSpot and was trained on it first. The pipeline workshops started once the migration was complete.
Migrate the data, train the team
Every customer record moved out of Ontraport and Excel into the HubSpot CRM, alongside onboarding and training workshops for the whole team.
Give every new lead a clear path
Rules and properties for new leads entering the system, so each contact arrives with data Tribeca can report on.
Workshop the sales process
Several pipeline workshops with the core team, including the CEO. Each existing stage was broken down to find out exactly what it meant to each team, and what had to happen for a deal to move on.
Redraw the pipeline in Whimsical
Each step drawn out with the data it needed: which communication goes at each stage, and which information has to reach which team.
Build it in HubSpot
Once the drawing was agreed, a series of stage-based workflows that run the data, the communications and the staff tasks.
Why the workshops mattered
Lisa Bond, from her review: There's some complexity in financial services (the sales process doesn't run in a straight line, it's more like a zig zag).
A pipeline that assumes a straight line will misreport a process that zig zags. The workshops were how the stages came to match the way Tribeca's advisors actually work.
More than a full day a month back in the team's calendars.
Still reporting out of spreadsheets?
Automated, and still from their advisor.
With the pipeline in place and the admin time already coming down, the follow-up was automated too. Tribeca's advisors are known for a personal touch, so each layer was built to keep it.
Lead nurturing sequences
Follow-up that brings a prospect to a decision without an advisor having to chase.
- Nurture sequences on the new pipeline
- Automated tasks for the sales team
- Internal notifications at each step
- Clients kept up to date as a deal moves
The consideration stage
Helpful emails for people still weighing it up, built from content Tribeca already had.
- Articles already live on Tribeca's website
- Sent when they are useful to the prospect
- Built with HubSpot's un-enrolment workflows
Smart content
Every automated email reads as if it came from the person the client knows.
- Sent from the client's own advisor
- Written to match that advisor's tone of voice
- The same sequence, personal for every advisor
Three goals. Here is what came of them.
What Tribeca asked for before the project started, and where it stood once it was live.
Goal 01
Seeing every new lead, and where it is up to
We moved all customer data into HubSpot, set up rules and properties for every new lead, and built a pipeline whose stages the team agreed in workshops.
15%
improvement in the conversion rate after the pipeline and nurture went live. Every new lead arrives with its rules and properties set, on a pipeline stage the team agreed, so everyone can see where it is up to.
Goal 02
Time on the work that matters, with less manual input
We built stage-based workflows for the data, client emails and staff tasks, then nurture sequences with automated tasks and internal notifications.
10+
reporting hours a month back for the advisors, and 8+ for the marketing team. Reports that used to mean matching Excel and Ontraport by hand now come straight out of HubSpot, and the advisors no longer send the routine emails by hand, so they spend that time with clients.
Goal 03
One consistent sales process for every team
We set up HubSpot Sales and Marketing Pro for both teams, on one pipeline, with smart content so every email still comes from the client's own advisor.
1 pipeline
for sales and marketing, in HubSpot. Customer information that sat across Ontraport and Excel has all moved into HubSpot, so both teams work from the same process.
Put together, Tribeca's sales and marketing teams work together in HubSpot, and between them more than a full day a month is back in people's calendars.
For Tribeca's clients the journey is personal from start to finish, because each automated email comes from the advisor they have been dealing with, in that advisor's voice.
“We've worked with Neighbourhood for 12 months on different projects, the most recent being implementation of HubSpot as our business sales & marketing CRM. There's some complexity in financial services (the sales process doesn't run in a straight line, it's more like a zig zag). The team helped bring the features and benefits come to life, then learnt a great deal about our industry, our business, our team and sales and marketing processes. If you're considering Neighbourhood and HubSpot for your business, DO IT.”
Lisa Bond
Tribeca Financial
Who ran it
Trav WhiteHead of AI Engineering
Led the data migration, the sales workshops with Tribeca’s CEO, the pipeline build and the nurture sequences.
HubSpot Certified Trainer, 9 HubSpot Impact Awards, Founded Neighbourhood in 2015
Customer data split across two systems?
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