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K-TIG: A comprehensive HubSpot rebuild

Sam Hutchinson • 31 January 2024

Services used:

  • HubSpot

Completion date:

January 2022

Location:

South Australia, Australia

K-TIG: A comprehensive HubSpot rebuild

Who is K-TIG?

K-TIG is a welding manufacturing company founded in Adelaide, South Australia, specialising in producing an advanced keyhole welding system that increases productivity across various industries, from aerospace to defence. We completely rebuilt their HubSpot portal and restructured it into a powerful, slick sales engine.

What was their problem?

While K-TIG had been loyal subscribers to multiple HubSpot Hubs, including Sales, Marketing, Service, and CMS, they were using HubSpot without a plan.

Consequently, their sales pipeline was overcomplicated, lacking automation and clear deal definitions. All deals were manually created and allocated to one person. Data entry into HubSpot was sporadic, causing a bottleneck in lead processing and hindering the team's visibility on follow-ups and valuable leads.

Furthermore, K-TIG's utilisation of the Service Hub and Marketing Hub was suboptimal, with underused manual ticket management and under-utilised marketing automation features. Leads generated from marketing activity were also not allocated to the sales team.

Their needs

A full website redesign and alignment of market messaging to increase share and grow brand voice.

The ability to forecast sales and manage inventory.

The knowledge of what marketing activities work, and where to focus budgets moving forward.

A bank of trustworthy data.

Clarity of reporting, showing the accurate key metrics.

What we did

Clean data

Clean and organised data saves the team time and ensures data is trustworthy, so any insights are accurate and useful.

We removed old and outdated data. Remaining data was organised, and duplicate properties removed. Contact and Deal record views were also tidied up so users only saw relevant data while browsing HubSpot.

clean data in HubSpot

Transparent knowledge base

We set up a Knowledge Base to help K-TIG’s customers find information fast, reducing the load on K-TIG. We also separated it into several levels of access (public, prospects, customers, distributors and internal users).

We implemented a Customer Portal, so customers could submit their support tickets directly on the website. We automated ticket allocation, so every query found the right team member, and the ticket pipeline was automated to include reminders and tasks.

Finally, we set up a complex chatbot to improve the customer experience 24/7. This Chatflow guided customers to relevant articles in the knowledge base. If the existing articles couldn’t help, the bot created a ticket for existing customers or directed leads to the sales team. Overall, K-TIG now offers better customer service.

Streamlined sales pipeline

After gaining an understanding of their business, we tailored the Sales Pipeline to fit K-TIG's sales process.

We simplified the pipeline to include clearly defined lifecycle stages for better reporting. Marketing deals are now created automatically and assigned to the Sales Reps. This automation reduces the manual work for the sales team.

K-TIG workflow

Optimised marketing hub

We overhauled lead capture on K-TIG’s website. We developed new landing pages with content offers to increase leads and conversions. Lead allocation is now fully automated and lists were set up for segmentation. This resulted in form submissions increasing to more than 40 per month.

We also connected digital ads and social media to their HubSpot, making it easier to understand the impact of marketing activities on the deal pipelines. 

Intricate reporting

Reporting in the portal was overhauled to provide insights into sales team’s KPIs, how marketing attracts prospects and deal forecasts.

K-TIG now has a clear picture of the:

  • Value of each Sales Rep’s pipeline

  • Overall value of each Pipeline stage and deal movement

  • Activity of each Sales Rep

  • Reasons for closed lost deals

  • Contact sources

  • Conversion rates between Customer

  • Lifecycle Stages

  • Main quality issues customers face

  • Customer service turnaround times

Challenges

The main hurdle for K-TIG was their lack of trust in their data. Data wasn’t being added to HubSpot, so K-TIG weren’t getting valuable reports on the data they needed to track how their business was performing.

We took several steps to overcome the main barrier and deliver these objectives. This included:

  • Ensuring that only the right data was going into HubSpot, 

  • Ensuring that data could be presented in a simple and trustworthy way,

  • Removing any redundant data and integrations, and

  • Providing support to CMO to manage change in the organisation.

Thanks to the team at Refuel Creative we built a website that is optimised for lead generation and sales, and our HubSpot CRM integration is running smoothly and efficiently.

– Ben Mitchell, Chief Marketing Officer at K-TIG

The impact

 

The results

Through our collaboration with K-TIG, we were able to launch a new website as well as widespread adoption of HubSpot across K-TIG’s marketing, sales and service teams across the globe. After launching, K-TIG saw significant results:

  • 1.5x increase in session to contact rate within 2 months of launch.

  • 172% increase in leads generated from the new website within 3 months of launch.

  • 45% increase in website traffic within 3 months of launch.

  • 80 workflows created to automate sales and service processes.

  • 132 redundant duplicate properties removed.

  • 307 granular, custom reports across 17 dashboards 

Testimony

"From the very beginning, the team at Refuel Creative took the time to truly understand our business and our goals, and they worked closely with us every step of the way to ensure that our new website and CRM integration met our exact specifications. Their attention to detail and commitment to delivering high-quality work was evident throughout the project, and they were always available to answer our questions and provide guidance whenever we needed it.

Thanks to the team at Refuel Creative we built a website that is optimised for lead generation and sales, and our HubSpot CRM integration is running smoothly and efficiently. We have already seen a significant increase in leads and website traffic, and we are confident that our new website and CRM will continue to deliver results for years to come."

– Ben Mitchell, Chief Marketing Officer at K-TIG

In conclusion

We worked with K-TIG to deliver a comprehensive HubSpot solution that would improve their productivity and increase their ability to grow their business in the process. 

,

Sam Hutchinson

Sam’s the resident writer and office DJ at Refuel. With a background in academia, journalism, and marketing, Sam can find the words our clients need to attract, engage, and convert those tricky leads.

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