How ClearTax used HubSpot to streamline customer communication, team efficiency
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ClearTax

How ClearTax used HubSpot to streamline communication, team efficiency

ClearTax Overview

Following TransFunnel's intervention, ClearTax witnessed enhanced productivity within internal teams, 100% data accuracy, seamless personalized customer engagements, reporting and communication logs, automated lead capture and stronger support teams

About ClearTax

One of India’s leading SaaS platforms, ClearTax is the country’s largest tax and financial services software platform. Their technology has reportedly touched 10% of Indian MSMEs, second only to the Government of India.

Challenges

  • While ClearTax was using Salesforce for marketing, there was no automation in place. The leads, in addition to other activities, had to be entered manually into Salesforce, increasing chances of human errors and low productivity.
  • Data accuracy seemed bleak as it was gathered from different sources by various teams and there was no single source of truth. This led to lost opportunities and overhead costs.
  • While ClearTax used third-party API Kaleyra to send bulk SMS to contacts, the application and its reporting were not integrated with the CRM. The leads were not being captured automatically. The client could not send automatic SMS responses and had to track the communications manually.
  • Similarly, ClearTax used Ozonetel to make voice calls to contacts, but details of these manual calls were not saved.
  • The events team used third-party application, Demio, to host their meetings/webinars but the leads captured from the events were manually entered in Salesforce and not automatically captured.
  • There was no way of obtaining cumulative reports as the data was scattered.

What ClearTax wanted?

  • A single source of truth that their teams could leverage to procure 100% accurate data.
  • To communicate via WhatsApp with their contacts.
  • All communications with prospects to take place on a single platform and this data to be available to their teams for future reference.
  • Demio data of the events’ attendees to flow in real time into the system and not to be ingested manually.
  • Custom reports and dashboards to access data with ease.

What ClearTax needed?

  • A powerful, yet versatile marketing automation tool to handle the requirements of a growing marketing team to help them automate capturing leads, run automatic campaigns and streamline data flow for use by different functions. For this, TransFunnel proposed HubSpot as the single source of truth and a one-stop solution for communication and smooth functioning of their internal teams.
  • Sales and marketing alignment.
  • Kaleyra integration with HubSpot to not just send bulk SMSes and WhatsApp from within HubSpot, but also have a record of the message details with customer reference under one roof.
  • Personalized SMS and WhatsApp and automated HubSpot workflows to optimize communication both ways.
  • Filter qualified customers on the basis of message content.
  • Ozonetel-HubSpot custom integration to procure all voice calling data.
  • Demio- HubSpot integration to automatically import event attendees’ data into HubSpot.
  • Custom reports and management dashboards to analyze data gathered from events hosted as well as monitor team performance.

Why TransFunnel?

As the only Advanced Implementation Certified partner in APAC, ClearTax believed TransFunnel could resolve their pain points and provide them with a roadmap to achieve their wants.

"TransFunnel has been a dependable HubSpot partner. We engaged with TransFunnel for our HubSpot implementation. While they enabled several channels and reports smoothly, their real strength lies in integration. They did multiple integrations for us to make our complex operations and processes more efficient. For a few phases, they went out of their way to help us meet the strict deadlines."

Milind Gehlot,

Senior product marketing manager, ClearTax

How we
achieved what was needed

1.HubSpot Onboarding & Sales and Marketing alignment

1.HubSpot Onboarding & Sales and Marketing alignment

Action

TransFunnel imported the existing client data from Salesforce into HubSpot, verified it, then customized the lead status properties.

TransFunnel built workflows to allow ClearTax's marketing teams to pass on leads to MQL and SQL based on specific actions. These leads were then deployed to the apt team for interaction and engagement.

Impact

The handover process from marketing to sales became smoother, both the marketing and sales teams were in sync as communication grew stronger between them.

Action

HubSpot’s ads integration tool was used to focus better on optimizing the ads to earn promising leads.

Impact

This helped ClearTax gauge which ad channel gets the most footfall based on which the user journey is customized to be able to produce high performing ads.

2.Custom reports and management dashboards

2.Custom reports and management dashboards

Action

TransFunnel helped ClearTax create custom reports and management dashboards for data analysis and optimization based on attributions and data points unique to their business.

Impact

ClearTax could measure their team performance by creating custom reports

  • Team member vs Task details
  • Team member vs Number of product demo given vs Dates

Detailed information about customers (GST, PAN numbers) to personalize customer experience could be collected to run personalized campaigns.

They could easily keep a count of contacts generated from different paid platforms owing to custom reports on marketing process analysis.

3.HubSpot-Kaleyra integration

3.HubSpot-Kaleyra integration

Action

TransFunnel integrated third-party API Kaleyra with HubSpot paving the way for holistic WhatsApp and SMS communication with ClearTax’s customers from within HubSpot.

HubSpot Kaleyra Integration HubSpot Kaleyra Integration

Impact

  • ClearTax could now send personalized bulk alerts (SMS) to customers, communicate via WhatsApp (send and receive message texts, images, audios, videos and media messages) all from within HubSpot. They could have a complete record of these messages in the contact’s activity log for future use. The log included all details of the message about its content, type, whether it was templated or non-templated, sent or received, phone number and timestamp.
  • Both SMS and WhatsApp messages could be used in the HubSpot automated workflows both as triggers and actions. ClearTax could set up automated responses, create deals and support tickets automatically based on message content, filter contacts based on messages and also create active lists.
4.HubSpot-Ozonetel integration

4.HubSpot-Ozonetel integration

Action

TransFunnel integrated Ozonetel with HubSpot allowing a smooth sync of voice calls data from Ozonetel to HubSpot.

HubSpot Ozonetel Integration

Impact

  • Ozonetel integration with HubSpot allowed ClearTax to make one-click calls from within HubSpot.
  • ClearTax's support team could now obtain call details and recordings saved in the contact’s activity log for future use and add custom comments to these logs.
    • Ozonetel Integration with HubSpot
5.HubSpot - Demio integration

5.HubSpot - Demio integration

Action

TransFunnel integrated Demio with HubSpot allowing free flow of events’ data from Demio to HubSpot.

Impact

  • ClearTax could gather attendees’ details within HubSpot to focus on nurturing them into customers.
  • For existing contacts in HubSpot, the events they attended were captured and logged in the activity log for future reference.
    • HubSpot Demio Integration
  • ClearTax could now host meetings/webinars from within HubSpot, acquire attendees’ data to be added as contacts on HubSpot and save leads that are interested in upcoming events to be nurtured further.