Vipu
Bridging The Gap Between Sales, Marketing, And Customer Service

Blake only cares about one thing; turning leads into sales, no matter the approach. Glengarry Glen Ross was indeed an epitome of the sales and marketing status-quo that existed in the business world during the ’90s. While closing sales is still important for businesses, it is not something that can be achieved through the same outdated approaches.

Today, with easy access to information and knowledge, consumers are more rational buyers than ever. They are unwilling to commit to a brand that doesn’t care about them beyond transactions. Unlike in the past, businesses cannot neglect their consumers for the sake of short-term profits. Rather than relying on the outdated A-B-C rule, businesses need to redefine it as—‘Always Be Helping,’ which focuses on enhancing customer experience. And to achieve this, organisations need to merge their sales, marketing, and
customer service operations. By facilitating a centralised hub for all customer-relevant information and tools, a brand will be able to connect with their customers on a more personal level, thus showcasing lifelong value and commitment towards their customers.

This is exactly where Vipu—a HubSpot Diamond Solutions Partner—is paving a new path of sales and marketing innovation with its robust integration services. By building data-driven bridges between the sales, marketing, and customer service workflow of a brand, Vipu is empowering all customer-facing teams to collaborate seamlessly and remove any friction in consumers’ journey. Rather than being a run-of-the-mill integration partner, Vipu always goes the extra mile, implementing the right software based on the current and future business goals of clients. Furthermore, the company always prioritises the workforce over technology, ensuring that its integration projects are always a boon to the people rather than a burden.

The Emergence of Sales and Marketing Symbiosis
Until now, sales, marketing, and customer service have been considered disparate functions, independent of each other. However, this disconnect between the three customer-facing processes makes customer interactions tedious and disengaged for a company’s employees. For instance, the crucial customer-related data from the sales department is not accessible for the customer service department, making it difficult for them to prioritise high-value clients. Therefore, to facilitate a seamless experience and make a lasting impression, it is imperative for all three customer-facing departments (sales, marketing, and customer service) to function in symbiosis—precisely what Vipu brings to the fore.

“Whether the clients need to completely reinvent their sales and marketing approach or enhance their existing customer relationship management capabilities, Vipu leverages HubSpot’s software offerings to create a centralised digital data pipeline connecting sales, marketing, and customer service,” says Jussi Liimatainen, founder and managing director of Vipu. For customers seeking enhancements in specific departments, each of HubSpot’s software offerings—Marketing Hub, Sales Hub, Service Hub, CMS Hub, and CRM Hub—are offered individually or integrated with the organisation’s existing infrastructure. As for organisations looking for a complete overhaul of their customer-facing disciplines, Vipu offers all the HubSpot’s Hubs in one robust and seamless package.

The Hubs of Excellence

Backed by its extensive expertise and knowledge, Vipu empowers its clients to unlock the full potential of HubSpot’s Hubs—each designed to not just coordinate but also boost the competency of customer-facing functions.

Whether the clients need to completely reinvent their sales and marketing approach or enhance their existing customer relationship management capabilities, Vipu leverages HubSpot’s software offerings to create a centralised digital data pipeline connecting sales, marketing, and customer service

HubSpot’s Marketing Hub, for instance, provides all the tools needed for governing all digital marketing activities from a single location. Even after a marketing campaign is launched, the automated tools integrated into the Marketing Hub make it simple and seamless for marketers to measure and analyse the effectiveness of their campaigns. Based on the results, the platform provides insights to optimise campaign goals, ROI, and sales.

The sales personnel, on the other hand, can always depend on the capabilities of HubSpot’s Sales Hub for automating the labour-intensive processes. And in turn, they can focus more on their customers and how to retain them while also following new leads. Besides, Sales Hub also enhances transparency and predictability by providing real-time analytics on sales performance. Thus, it reduces the need for sales management to compile scattered information into reports.

“The capabilities of these two hubs are further augmented by pairing them with HubSpot’s Service Hub,” notes Liimatainen. Designed to facilitate a frictionless customer experience, the Service Hub can compile all the important customer information in one place, allowing customer service personnel to quickly deal with customer problems and provide satisfactory resolutions.

While these hubs guarantee a substantial upgrade in the sales and marketing performance of organisations, Vipu also offers HubSpot’s content management system (CMS) Hub, which can take customer engagement one step further. The CMS Hub especially enables organisations to offer engaging content, generate more leads, and bolster sales. With tools like call to action (CTA), landing pages, and blogs, it allows users to publish customer-oriented content and draw more visitors every day.

Guiding Clients to the Future of Customer Engagement

“We go beyond just the implementation of these powerful hubs,” says Liimatainen. “Every client has their own need, and based on these needs, Vipu builds the perfect, personalised HubSpot platform and cements it with its three pillars of success—people, technology, and business goals.”

Vipu’s onboarding process prioritises the employees of the client organisation as much as the technology itself. Their change management process focuses on inculcating users with the necessary skills and best practices needed for a successful HubSpot integration. Further, bolstered by state-of-the-art capabilities and market-leading competence, Vipu enables the clients to take their HubSpot integrations to the next level, diligently aligning the onboarding process with the clients’ business goals. As Liimatainen puts it, the secret to success is in making technology serve the goals of an organisation, and never the other way around.

To illustrate his point, Liimatainen presents an instance when Vipu worked with Genano, an air decontamination solution provider for hospitals, hotels, restaurants, and pharmaceutical venues.

The company was depending on a traditional, non-digital sales and marketing setup. Although they had ambitious growth targets, their siloed sales, marketing, and customer service approaches were holding them back from achieving their goals. They needed a system that would help them bridge the gap between the customer-facing departments and facilitate quicker expansion into the international market.

When Vipu came in, the company realised that they could not just start with the onboarding process. First, they began with enhancing the digital competence of the client organisation stage-wise. Vipu started with their marketing department and launched HubSpot CMS and Marketing Hub. This helped the client create a website with seven language portals, all integrated with Marketing Hub—enabling Genano to scale and manage its global marketing strategy.

Thereafter, Vipu introduced Sales Hub Enterprise, and followed it up with meticulous training and change management to get all the sales personnel onboard. Next, Vipu created an analytics system for the upper management, providing them with the necessary tools to align the sales and marketing. As a result of these layered efforts, the client was able to boost their sales and marketing and accelerate their overall growth.

The Drivers behind the Innovation Engine

“Today, our team has been able to build a culture of mutual trust and encouragement, which, in turn, has been a great contributor to our success,” mentions Liimatainen. The leadership, as well as the employees, believes in open communication, frequently discussing the strengths and the areas of improvement. Vipu has a transparent three-way feedback system in place between the leadership, the employees, and the clients, where everyone can work on their shortcomings and work towards improvement. In fact, Liimatainen mentions that he, as the leader of Vipu, always trusts his employees to steer the company in the right direction towards growth and success. Like the ship’s crew, every member of the Vipu team is making the company’s voyage into the uncharted waters of technology memorable and adventurous while maintaining a fast and steady course.

Leading the Way into the Future of Sales and Marketing

Propelled by its technological prowess and a skilled workforce, Vipu is constantly evolving in line with customer requirements. The company’s innovation pipeline is always churning out something new, and this time, it is moving towards emerging technologies like AI and machine learning. In the next step of its evolution journey, the company will further close the gap between sales and marketing while maximising growth for both itself and its clients.

On this journey of progress, Vipu is already witnessing a significant rise in its revenue growth (approximately 40-50 percent year over year). By further enhancing its recruitment, training, and leadership strategies, the company will align itself to meet the upcoming challenges and requirements of its clients. “And above all, we will continue aligning our approach with the ideals of HubSpot, and we will deploy the best practices to help our clients get the most out of their HubSpot integrations,” concludes Liimatainen.