Overview
Stemco
STEMCO is a leading manufacturer of wheel end and suspension components for the commercial trucking industry. EPIC has been their long-time marketing partner, from website development to public relations and more.
The Challenge
With many companies, sales and marketing teams run in silos. They often struggle to communicate and share information, especially when it comes to new sales and marketing leads. This creates redundant efforts, disorganized systems, and barriers that hinder both teams’ efforts.
For STEMCO, the challenges weren’t just between the teams, but also their CRMs. The sales team was using Salesforce, and the marketing team was leveraging HubSpot, with the help of EPIC, and the two platforms weren’t communicating effectively.
We targeted and capitalized on opportunities to build workflows and strategies that would connect the two CRMs (and the two teams) to help them work more efficiently, capture more leads, and provide a better customer experience.
THE SOLUTION: A CUSTOMIZED WORKFLOW TO SUPPORT SALES
EPIC worked with the STEMCO marketing and sales teams and optimized both CRMs to work more efficiently with each other to provide information that both teams needed to drive sales.
Lead Vetting and Filtering
Previously, every form submission on the STEMCO website was routed directly to the sales team, requiring them to sift through spam and one-off inquiries to identify legitimate opportunities. To solve this, EPIC implemented a lead filtering system within HubSpot that only allows legitimate leads to flow to the sales team. By segmenting leads based on their website actions and using keyword filtering to sort out any submissions with messages that don’t relate to the sales team, we ensured that only high-quality leads were passed to Salesforce and the sales team. This saved both teams valuable time and allowed the sales reps to focus on closing business rather than vetting low-quality submissions.
Precise Lead Flow
With two overlapping CRMs, there’s always a risk of information becoming siloed. EPIC partnered closely with both the sales and marketing teams at STEMCO to ensure that all relevant lead information flowed seamlessly between HubSpot and Salesforce.
Additionally, when a contact form is completed, the lead is automatically routed directly to the representative in their designated territory based on their zip code. This automation eliminates the need for an employee to sift through and manually distribute the leads to the proper sales team member. It also cuts down on the time it takes for a lead to get from initial completion to contact from a sales team member.
What was once a disconnected CRM flow with multiple handoffs – making it difficult to determine who was a qualified lead and who each lead belonged to – is now one concise automated and purposeful route.
A CLEAR PATH TOWARD SALES SUCCESS
As a certified HubSpot Solutions Partner, EPIC brought the specific HubSpot expertise. And working with the internal STEMCO team who was managing their Salesforce, they were able to develop a plan that helped all involved. According to the STEMCO team, “EPIC overhauled how information flows through our CRM systems, saving our sales teams time and helping us convert more and better leads.”
By aligning HubSpot and Salesforce, STEMCO now operates with a unified, automated lead process that eliminates friction and supports revenue growth.
