How Cansel Overcame Data Sync Challenges with HubSpot
In December of 2015, Cansel created BuildingPoint Canada Inc. and acquired Dowco Technology Services, the Tekla reseller for Canada.
Cansel is a leading Canadian distributor in the field technology solutions industry, specializing in survey and mapping instruments and offering a comprehensive range of products and services to construction and related industries. They offer sales, rentals, repair, training, and technical support from nine locations nationwide.
BuildingPoint Canada is a division of Cansel, leveraging the resources and expertise of Cansel to enhance productivity and profitability in the construction sector. They utilize constructible data, modeling, and real-time collaboration, offering innovative solutions through software, field solutions, and professional services.
In partnership and sometimes referred to as sister companies, they jointly offer the most technically advanced service network in North America and the largest inventory of parts. They “get equipment out of the shop and back in the field, fast.”
The Brief
Fix the HubSpot Salesforce integration. Rebuild CRM trust. Train and empower the team.
Cansel faced challenges managing its two HubSpot accounts and syncing data with a single Salesforce database. Manual data entry, segmentation issues, and a pause in sales and marketing automation resulted in missed leads and lost revenue.
The fact that the two companies were in different but related industries further complicated things.
Our plan of attack was to repair and enhance the integration by leveraging HubSpot Marketing Hub Professional and the native HubSpot Salesforce integration. This would resolve all sync errors, capture data correctly, resume normal sales and marketing operations, and rebuild trust in the CRM data.
Building the team’s confidence to manage the integration independently moving forward is a huge part of what we do. So, providing access to our HubSpot Salesforce Integration Certification Course was an important (and fun) part of our engagement.
The Challenges
Two Accounts
No Trust in Data
Cansel is entering data manually because their leads are not being created properly in Salesforce from HubSpot, and they have no confidence in the integration.
Lack of Segmentation
Cansel cannot segment their Contacts in HubSpot because data is not being gathered accurately.
Impactful Pause
Cansel stopped most sales and marketing automations and emails, causing missed leads and lost revenue
There are a number of issues with this setup that need to be repaired, and we don't seem to have the capacity to do it in-house. It's not just that we don't have the skillset; we also don't have the bandwidth.
Aimee Kessler Evans
Lead Content Marketing Manager
The Goals
Identifying a plan for integration repair
Repair and Enhance the Integration
Leverage HubSpot Marketing Hub Professional and the native HubSpot Salesforce integration and implement repair methodologies.
Chart a Path for Strong Data Quality
Salesforce and HubSpot needed to have matching, quality data on all prospects and customers.
Simplify HubSpot and Salesforce
A clear system of ownership and well-documented automations were needed to make day-to-day administration a breeze.
The Partnership
How we partnered with Cansel to optimize their integration, ensure smooth data flow, resolve errors, and enhance lead creation and automation.
Address Integration Issues
We utilized HubSpot Marketing Hub Professional and the native HubSpot Salesforce integration to analyze the existing integration, tackle errors, optimize data flow, and evaluate overall system health.Simplify Sync and Configurations
To streamline data sync and user configuration, we reviewed and adjusted sync settings, data priorities, and user setup to ensure smooth data flow and sync accuracy.Fix Automation Problems
To prevent errors and conflicts, we removed the inclusion list used to restrict data flow and excluded the integration user from Salesforce Flows and Validation Rules.Enhance Lead Creation
We optimized lead forms to capture all necessary data for creating Leads in Salesforce, ensuring accurate data capture in the HubSpot Contact.The Results
Sync Errors Resolved
Records Flowing Between HubSpot and Salesforce
Overwritten Data or Disruption
Marketing Campaigns Resumed
Multiple Sync Fixes
Implemented best practices to address several categories of sync errors.
Our Impact
The integration of HubSpot and Salesforce had a significant impact on Cansel's business processes and customer experience. Through automated email marketing campaigns, Cansel established meaningful relationships with customers, enhancing the end-user experience and enabling personalized interactions. The integration empowered the teams to leverage CRM data, effectively managing and nurturing customer relationships, resulting in increased revenue and overall business growth.
The integration immediately improved employee morale and streamlined processes, while in the long term, it provided a solid foundation for data collection and database building, enabling Cansel to scale and meet the evolving needs of their customers.
Looking Forward
What did the partnership offer for the long term?
We will benefit from a solid foundation for data collection and database building. This enables us to scale and grow by effectively managing customer relationships and meeting evolving customer needs. With a centralized and reliable system for customer data, we are well-poised for long-term success and future expansion. It will also help to increase revenue by recapturing losses from missed data and contributing to the overall growth and success of our business.