We were using custom tools, but not scalable
Forethinking is a Benefit Society, offering a method that includes integrated expertise to guide companies in innovation processes for sustainability. The company conducts analysis on market trends to identify opportunities for innovation and development of new eco-sustainable products, supported by robust scientific tools specific to eco-design, finance and innovation.
All the activities developed are strategic in nature but have a direct effect on the possibilities of enterprises to realize concrete competitive advantages within the emerging new market segments.
"Through the integration of different tools," explains Gennaro Durante, CEO Forethinking Società Benefit, "we effectively manage business, but losing several strategic data related to master data and with some problems related to the scalability of our team and the project in general.
Forethinking Società Benefit was born with specific needs and extremely peculiar workflows: with free tools it managed to create and customize a business and labor management system, with painstaking effort and great ingenuity that soon presented, however, limitations related to the starting platforms.
Scalability, flexibility and customizations are strategic
Meeting HubSpot and power2Cloud was the most natural step as new needs emerged. Forethinking immediately began planning for the migration of data and databases of extreme importance and great quality but difficult to rationalize.
"After a meticulous analysis to plan the data migration with the power2Cloud team we implemented HubSpot, providing after the setup phase the training phase.
After the first three weeks the staff started working on HubSpot, but we continued the training for about two months with the intention of continuing to deepen all the features of the platform, to release our full potential!"
Today we work inbound, with workflow and email marketing
Today Forethinking Benefit Company manages all sales activities with HubSpot: with newfound flexibility, transparency and sharing in pipelines, and countless tools to control internal processes and all activities, in addition, employees are able to increase their productivity and effectiveness of efforts.
By being able to easily relate negotiation data to the many strategic pieces of information regarding contacts and companies, Forethinking Benefit Society now manages to meticulously track the entire customer lifecycle, faster, never losing data, segmenting the database in just a few steps through advanced list filters.
Over time the old tools have been replaced by HubSpot Marketing Hub's features, also discovering an additional benefit of the platform: the "health checking" of the email domain.
In fact, HubSpot not only allows detailed examination of key email marketing performance metrics (such as open and click-through rates, newsletter unsubscribes, and bounce rates) but also offers features and tools designed to check whether a domain is considered "spam" by default, has fallen on a blacklist, or if agents are "abusing" their audience's attention. All of these tools push toward one direction: improving email receipt rates and overall marketing performance.
Forethinking Benefit Society with power2Cloud has also begun to build advanced marketing automation paths focused not only on interests but also on the personal characteristics of leads and prospects. Over time, new resources came on board and were immediately aligned with the new inbound model through easy onboarding on the platform and shadowing other colleagues in peer education.
Today, HubSpot is also integrated-through forms, landing pages and powerful tracking tools-with the Company's new website, built with WordPress, to make the work and all analysis and strategy activities increasingly simple, flexible, immediate and smart.
Finally, thanks to Hubspot it has been possible to create a real community, "The Space Forethinking," within which the flows of information and also of relationship opportunities between client companies inspired by sustainability are tracked and included in dedicated programs with a Forethinking consultant always proactive with ideas and solutions.
