Founded in Lana, Italy, in 2009, CoolOrange is a specialized supplier of software tools, apps and plug-ins for Autodesk PDM/PLM.
CoolOrange relies on a close-knit and multidisciplinary group of engineers and product managers with over 20 years of experience in data management and software development, who leverage IT to support companies in reducing complexity and costs, improving data management, automation and integration.
To help customers move from design to production quickly and reliably, CoolOrange develops specific tools for each phase of the process: data loading, workflow automation and system connection.
In this way, companies can be sure to always have clean and complete data, smooth automated workflows and a reliable connection between their departments.
For each solution, it offers complete assistance from start to finish, identifying the most suitable tools and implementing them through a network of accredited Autodesk reseller partners and expert engineers.
The name “CoolOrange” is a reference to the energy, enthusiasm and freshness that the software team likes to bring to every project.
From the lack of a CRM to a comprehensive tool like HubSpot
CoolOrange is a company of twenty-five employees and has been active in software development for customers using Autodesk products for eleven years. Until 2020, it never invested in a marketing team because it has always relied on Autodesk resellers in Europe as well as in America.
"In order to expand the business, the CEO, Marco Mirandola," explains Sandra Gnos, Chief Marketing Officer at CoolOrange, "began to reorganize the company to follow these activities as well.
The tools adopted within the company were different, there was Campaign Monitor for automations, although it did not allow to segment contacts, Zendesk for customer care and an internal database.
With my joining CoolOrange, we started a new journey starting with the brand. We overhauled messaging, positioning, logo, and revisited the company website with WordPress, although a very effective tool, it did not allow direct updates and still required an external web publishing expert.
During the year I actively resumed social channels, such as Facebook, LinkedIn, Twitter, and to launch new marketing campaigns, soon realizing the difficulty of reporting, but especially of analyzing conversions of leads generated in Sales.
In fact, there were several needs that brought us closer to finding a tool like HubSpot. The company lacked a true CRM, useful for having visibility into the customer journey, site visits, and leads generated, with the ability to extrapolate detailed analysis in real time. After evaluating several platforms, we chose HubSpot, mainly because we wanted a tool that was easy to implement and use."
With HubSpot, a clear view from the front to the back end
"With power2Cloud we integrated HubSpot to Office 365 and migrated from WordPress to HubSpot's CMS, using the CRM and all the Hubs :Marketing, Sales and Service.
This has undoubtedly optimized my work as a marketer as well: monitoring site traffic trends and paid campaigns, managing automations, and doing everything from one platform is a unique plus!
In fact, HubSpot offers a clear view from the front to the back end, it also centralizes all initiatives with ease, before I had to use different tools, now I manage everything from one platform.
Reading the data is easy, and it is definitely one of the main advantages I have found in using HubSpot. We can now identify for each customer what lifecycle stage they are in, with a detailed view of the buyer journey for contacts.
Compared to Campaign Monitor, which I was previously using, I can now filter lists of contacts for automations, avoiding forwarding communications to uninterested customers or leads.
Migrating the site from WordPress to HubSpot CMS allows me to manage it myself. The ease of use it offers is unparalleled; I am even implementing new pages in other languages completely independently, optimizing time!
With the adoption of HubSpot in CoolOrange we now have a broad view of what is happening within the company and the path that affects each user. Also with hub service we take care of support by monitoring tickets, who they are assigned to, if they are still unresolved, all with great transparency."
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Ease of use and visible results in just a few months
"I think HubSpot is perfect for a company like CoolOrange, even if our reality were to grow. We do not need a complex tool like Salesforce.
The simplicity of implementation and use, even though there are so many features made available, allowed me to be up and running from the beginning, despite never having used a CRM in the past.
I see great potential, not only for the marketing team. In the future HubSpot will allow us to create and organize new internal processes. One of the next steps will be to implement the use of CRM for the sales team as well, we will structure a dedicated pipeline to clearly monitor and view the work followed with our deals.
Having had power2Cloud as a partner has been crucial. The team immediately understood our needs and offered suggestions on how to best use the features and implement workflows for our business strategies. They then went well beyond simple migration and training to make us self-sufficient in using the platform. Without the help of power2Cloud we definitely would not have been able to implement and use HubSpot on our own after one month."
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