The Client
Power Electronics NZ Ltd
Power Electronics NZ is the New Zealand branch of the world-leading specialist AC motor control inverter, utility scale solar and energy storage inverter manufacturer, Spanish company Power Electronics International. They supply New Zealand with electronic motor control products: variable speed drives, soft starters and large-scale renewable energy products such as utility scale solar inverters, energy storage systems and STATCOM. Additionally, Power Electronics represents inverter power quality manufacturer Sinexcel with their world leading static VAR generators and active harmonic filter products. They specialise in the marketing, sales and support of these products.
The Challenge
Flicking the switch from a legacy CRM to HubSpot
Power Electronics have a been a longstanding client of Concentrate, having initially come on board in 2018 to extend into new market opportunities in solar energy with Concentrate’s digital marketing services leveraging HubSpot Marketing Hub.
Following several successful years of lead generation for both their renewables and industrial divisions, Power Electronics achieved an impressive average lead conversion rate increase of 2.5%. Utilising HubSpot Marketing Hub played a key role in this success. Seeing the opportunity to streamline their processes, they made the decision to migrate their legacy CRM to the HubSpot CRM platform. This shift aimed to reduce redundancy and improve their capacity to manage the growing influx of leads effectively.
"There wasn't a lot of support for our existing CRM, and because we were going down the marketing pathway with Concentrate, it made sense to look at a new CRM that was supported by them."
Pat O'Dea
National Sales Manager
The Solution
A more powerful CRM platform to support sales
The decision to partner with Concentrate was driven not only by their past successes but also by their local presence in Christchurch. This proximity facilitated face-to-face interactions, encouraging a deeper understanding of Power Electronics' business needs. "There's a big advantage in getting in front of someone and getting to know them, and them getting to understand your business," Pat explains. "HubSpot is so powerful, so it was really important for us to understand how it could help and what's relevant, and sitting down around a table with the team at Concentrate is something we value highly."
Concentrate architected a solution that would migrate data from the legacy system to HubSpot, and configure HubSpot to initially replicate the CRM/sales functions fulfilled by the legacy CRM. When it came to the migration to HubSpot, Pat emphasised his intention to be ruthless with their database from the very beginning. "Some of the contacts we had were from 12 years ago," he recalls. "It was never maintained. It was an old and disorganised phone directory - some of them even had 025 numbers - and it wasn't getting used for quotes. That was all being done manually."
Concentrate ran training and education sessions around CRM data hygiene, tracking sales with deals, using activities to track and report on sales activity and effort.
"I felt that the training was quite personalised and was targeted at the right level. It's quite important to recognise that the abilities and the requirements differ between our individual users, and Concentrate understood that really well."
Pat O'Dea
National Sales Manager
Concentrate put structure around their sales process and the use of their CRM across their sales funnel, which has helped significantly in terms of maintenance and in getting buy-in from the sales reps. "They're better at getting back into that now," says Pat. "They're inputting the data and keeping up with the maintenance because they're saying that it does actually matter. All of those things help create the picture."
The Results
Powering efficiency and accountability
By leveraging HubSpot for call management and documentation, Power Electronics has experienced significant efficiency gains and improved tracking of customer interactions. Training initiatives led to heightened awareness among team members, resulting in better communication tracking and follow-up tasks completion.
Monitoring the delivery rates of white paper email campaigns provided valuable insights, particularly for targeting consultants in Power Electronics' offerings. With delivery rates above 95%, the robustness of their database was underscored, reflecting a marked improvement from previous practices.
With HubSpot, all the usual advantages of a cloud-based system were achieved. Greater collaboration, as well as security and access control as per their business policies was easy to implement with HubSpot. The Power Electronics team were also glad to make use of the mobile app.
Another significant benefit was that the sales and marketing functions were working off the same database. Segmentation of marketing databases and campaign go to market times were greatly reduced compared to the time when two disparate systems were being used.
The integration of quotes into HubSpot, spearheaded by the industrial sales team, achieved an impressive success rate – over 95% of quotes were approved. Concentrate's proactive approach ensured consistent momentum and follow-up, reinforcing accountability and driving results. "What it's really done for us is made everyone involved," says Pat. "It's made us more accountable, because we've got this marketing partner that we're paying for following up and just prodding us nicely to keep the momentum going."
Above 95% Delivery Rates
Monitoring the delivery rates of email campaigns provided valuable insights, particularly for targeting consultants in Power Electronics' offerings
Sales & Marketing Functions
Segmentation of marketing databases and campaign go to market times were greatly reduced compared to the time when two disparate systems were being used.
Over 95% of Quotes Approved
The integration of quotes into HubSpot, spearheaded by the industrial sales team, achieved an impressive success rate
Looking Ahead
Optimising CRM and engaging sales teams
For the team at Power Electronics, the future focus is on optimising their CRM system to enhance data management and keep the sales team engaged across both the renewables and industrial business units. With a robust foundation already in place, they are exploring new ways to leverage their CRM for better data hygiene, more efficient sales tracking, and enhanced customer interaction.
If you're struggling with an outdated CRM that's not scaling with your business, and you'd like to explore the potential of investing in HubSpot, reach out and we'll get a discussion started.