Overview
Livspace, an online home interior design and renovation platform, was experiencing rapid business growth. They needed a technology infrastructure that could support its expanding operations. Despite having established pre-sales and sales teams, its existing tools were not being utilized efficiently, which was lead capture, reporting, analytics, and workflow automation.
The company was also using multiple disconnected platforms, which was making it difficult to maintain data, automate customer communication, and manage leads throughout the sales funnel. Livspace wanted to improve lead generation and nurture while building a technology ecosystem to support its business processes.
How TransFunnel Streamlined Livspace’s Operations
TransFunnel collaborated with Livspace’s teams to understand its business processes, map the existing technology stack, and design a lead management infrastructure.
The team proposed HubSpot as the marketing automation platform and integrated it with the existing systems. This included migrating CRM data, connecting website forms, setting up API-based lead flows, and automating marketing and sales communications. Custom workflows and reporting dashboards were also configured to improve data management and provide visibility across sales, marketing, and management teams.
The implementation helped Livspace establish a lead flow, automate customer engagement, and bring its sales and marketing operations together.
Automated
Lead Management
Unified
Sales Funnel
Personalized
Marketing & Sales Communication
What Livspace Wanted
Livspace wanted to enhance its lead generation and nurturing processes and also wanted to build a technology infrastructure to support its rapid growth.
- Improve Lead Generation & Nurturing: Enhance lead capture, qualification, and nurturing to generate more opportunities and support business growth.
- Build a Robust Technology Stack:Implement a flexible and scalable technology ecosystem suited to Livspace’s complex business processes.
- Optimize Sales & Marketing Tools: Make better use of existing tools to improve data capture, reporting, analytics, lead flow, and workflow automation.
- Integrate Disconnected Platforms: Connect the multiple tools used across the organization to establish a unified technology ecosystem and maintain consistent data.
- Improve Bottom-of-the-Funnel Engagement: Enhance customer experience, increase sales-qualified leads (SQLs), and engage users throughout the journey. At the time, only 7.5% of website visitors who engaged with blog content after lead submission were progressing through the desired engagement journey.
- Enable Event-Based Communication: Introduce automated, event-triggered communication to proactively engage users and build a pipeline of future leads.
Proposed Solution
The primary objective was to understand Livspace’s sales and marketing processes and establish the infrastructure required for structured lead management and automation.
TransFunnel organized multiple virtual workshops with Livspace stakeholders to understand the existing lead management process, map business requirements, and identify the technology and integration requirements for the proposed solution.
”We have no concerns pertaining to the quality of data on HubSpot. The marketing automation process has been quite fruitful. We use the HubSpot management dashboard for day-to-day reporting. ”
Sarthak Mullick,
Product Manager, Livspace
Our Strategy & Technical Setup
TransFunnel proposed HubSpot as the platform for funnel management, with the objective of streamlining Livspace’s sales and marketing operations through an integrated technology ecosystem.
HubSpot Setup and CRM Migration
- Collaborated with Livspace’s product team to plan the integration of its existing technology stack and migration of data from the previous CRM. The proposed setup would automate marketing activities and create the foundation for extending sales automation through usage-based user scoring.
Integrated Technology Ecosystem
- Recommended connecting all platforms to establish a single source of truth, which allowed marketing teams to access consolidated data and reporting through one centralized view.
Event-Based Marketing Automation
- Planned personalized marketing communications triggered by user activities and events. TransFunnel’s development team worked closely with Livspace’s marketing and technology teams to define the required communication flows.
Automated Sales Communication
- Designed automated sales communication workflows using event triggers flowing from Ozonetel to Salesforce.
Integration Architecture and Data Security
- Analyzed the client’s data security requirements and planned one-way and two-way integrations between multiple systems to ensure the appropriate flow of information.
Data Flow Mapping and Architecture Approval
Created an ERP architecture diagram to illustrate how data would move across the integrated platforms and provide Livspace with visibility before implementation.
Data Validation and Phased Implementation
- Prioritized data accuracy and consistency to ensure a smooth transition between systems. Also proposed a phased implementation plan to establish a structured and reliable HubSpot setup.
HubSpot Features
TransFunnel implemented and configured HubSpot to streamline lead capture, data management, marketing automation, and reporting across Livspace’s sales and marketing operations.
Website Form Integration: Connected Livspace’s website forms with HubSpot to capture leads and trigger automated communications based on user activity.
Custom Workflow Setup: Created custom workflows to manage lead data and automate key marketing processes.
Lead Data Migration: Imported existing lead data into HubSpot and established a structured process for importing offline leads.
Affiliate Lead Integration: Built API integrations to capture leads from affiliate websites and route them into HubSpot and the Livspace sales team.
Landing Page and System Integrations: Developed API-based integrations to ensure leads from landing pages reached HubSpot and the pre-sales team, while enabling information flow between connected systems.
Centralized Reporting Dashboards: Set up reporting dashboards to give sales, marketing, and management teams better visibility into business performance.
HubSpot Training and Enablement: Provided hands-on training to help the Livspace team use HubSpot’s marketing features effectively.
The Impact
The HubSpot implementation helped Livspace create a proper lead management process, connect its sales and marketing operations, and improve visibility across the customer journey.
Lead Coverage: Ensured every lead entering the funnel was accounted for and attended to, reducing the chances of leads being missed.
Reduction in Lead Assignment Time: Saved 90% of the time previously spent on manual lead assignment through automation.
Improved Process Efficiency: Achieved a 25%+ improvement in overall flow efficacy through the integration of HubSpot with Salesforce.
Unified Reporting & Data Visibility: Connected platforms to establish a single source of truth, with centralized reporting available in one view.
Relevant Customer Communication: Automated marketing communications based on user journeys and event data, contributing to a rise in email open rates.
Better Data Quality & Compliance: Maintained data quality in HubSpot and ensured GDPR compliance.
Stronger Sales & Marketing Alignment: Connected sales and marketing processes through a unified funnel, helping improve sales velocity.
Conclusion
By implementing HubSpot and integrating it with Livspace’s existing technology ecosystem, TransFunnel helped establish a connected lead management process. Automated lead capture, event-based communication, centralized reporting, and improved sales and marketing alignment gave Livspace better control over its customer journey while reducing manual effort and improving process efficiency.
“Overall, we had a good experience working with TransFunnel. The team is well aware of the technical details of HubSpot and is also prompt to act on urgent issues and bugs. The TransFunnel team is knowledgeable of the potential of HubSpot as a tool and also proactively recommended ideas for us to try. “
Sarthak Mullick,
Product Manager, Livspace