Leaving fragmented data and manual work behind: customer information unified in HubSpot across sales and marketing | Somari Inc.

■ Company profile
Somali Inc.
Website: https://somali.co.jp/
Industry: staffing and recruitment services
Employees: up to 10
Products: Sales Hub, Marketing Hub

Somali Inc. (founded 2022, Minato-ku, Tokyo) is a recruitment agency for senior and executive roles that stands for “career-change support that doesn’t force people into a mould”.
Working mainly with people in their 20s and 30s, it provides tailor-made career consulting that values each individual’s values and potential. It also runs “somalico”, a media site with career-change tips, and “Somali EOR”, which supports cross-border hiring of overseas engineers. Without being bound by existing frameworks, it pursues the best match between job seekers and companies.

Challenges before implementation: “fragmented data” and “inefficient manual work” caused by too many tools

Somali had been managing customer information across multiple tools. Specifically, the process from job seeker enquiry to closing was managed in a spreadsheet, and detailed job seeker information in Pipedrive, so the data was fragmented.

This fragmentation of information led to the following inefficiencies.

・Unproductive manual work had become the norm
Staff spent a great deal of time going back and forth between multiple tools to find or update the same information.

・Lost marketing opportunities
They could not make full use of the information accumulated in the company, and could not segment or personalise communications to match job seekers’ attributes and behaviour.

・Inaccurate data building up
Because operations relied on manual entry, missed entries and inconsistent wording occurred. The data became inaccurate, and the accuracy of aggregation, analysis and reporting could not be improved.

What the HubSpot implementation support covered

To solve these challenges, NowVillage supported the implementation of HubSpot. Specifically, we did the following three main things.

1. Building an integrated data model
We designed an integrated data model centred on HubSpot’s “contacts” and “deals”.

・Contacts:
We migrated the job seeker information managed in Pipedrive to HubSpot.

・Deals:
We made it possible to manage in HubSpot the information from “enquiry” to “offer acceptance” that had been managed in a spreadsheet.
By associating contacts (job seekers) with deals, we made it easier to manage the status of each job seeker.

2. Implementing the tracking code
By implementing the HubSpot tracking code on the website, we built the ability to see which content job seekers viewed and by which path they converted.
This sped up the testing of hypotheses about the content and user flows that directly drive results.

3. Automation with workflows
Using HubSpot’s workflow feature, we reduced manual entry. We built a mechanism that automatically updates properties, triggered by events such as form submissions and stage changes.
This reduced the burden on staff while advancing data standardisation and preventing missing data.

Results after implementation: achieving both “operational efficiency” and “data-driven decision-making”

Since implementing HubSpot, Somali has seen the following results.

・A substantial improvement in operational efficiency
Job seeker information is now centralised in HubSpot “contacts”, eliminating the effort of going back and forth between tools to find information.
Reporting has also become more efficient. Conversions by traffic source, deal progress and more are visualised on dashboards, improving the speed of decision-making.

・More accurate marketing
By linking tracking data with CRM data, they can accurately understand “which attributes are most common among job seekers who viewed which content”.
The channels and content to invest in have become clear, and optimising ad creative and email newsletters has become smoother.

・A data-driven operating structure established
Automation through workflows has reduced missed entries and inconsistent wording, establishing a foundation for data analysis.
The freshness of mailing lists has also improved, making it easier to run the PDCA cycle for marketing measures.

A comment from Somali Inc.

Somali Inc. gave us the following comment on the results after implementation.

“Now that we can manage everything from handling enquiries to closing consistently in HubSpot, information sharing between staff has become smooth.
We can also see which content is contributing to results, and the accuracy of our advertising and email newsletters is improving.

NowVillage supported us kindly and carefully throughout, from the initial interviews and organising requirements to design and getting it embedded in our operations.
What was especially reassuring was that their proposals were based on a deep understanding not only of HubSpot but also of our business structure and how we think about KPIs.”

The HubSpot certified partner behind the implementation: NowVillage Inc.

If you have challenges such as “using several tools side by side is inefficient” or “we’re worried about the accuracy of our data”, implementing HubSpot may be the solution.

NowVillage Inc. listens carefully to your business challenges and proposes the best solution using HubSpot. From designing an integrated data model to workflow automation, analysis and embedding it in your operations, we support an implementation that leads directly to results.

To start, please feel free to make use of NowVillage’s free consultation.

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