Do you want to integrate your email marketing tool with your sales CRM?
Think about the powerful automation you could use to save your salespeople hours of manual tagging and analysis.
Instead of trawling through your email marketing reports and engagement statistics - you can set up automated triggers to notify a specific salesperson every time a given contact opens a newsletter, clicks on a link, downloads an e-book, or registers for a webinar.
Pipechimp’s integration between Pipedrive and Mailchimp makes this all possible.
We want to show you exactly how one new Pipedrive user went from managing a complex sales process with a collection of manually updated Excel spreadsheets to automating a simple lead qualification sequence with Pipechimp to save her team hours of time each week - and more importantly - to increase sales revenue significantly within just a few months of implementing the Pipedrive CRM.
In late 2017, Hotel Vanajanlinna implemented a sales development project that paid itself back in just a couple of months.
In the project, best practices in sales and leadership were brought into a seamless ensemble, making use of new digital platform economy tools.
The Vanajanlinna Group offers memorable travel experiences in Finland, known for their award-winning organization of conferences, parties and other events.
The Finnish estate was built in the early 1920's as a private hunting estate, before Vanajanlinna started operating as a congress hotel in 1998. The historical property is also home to Finland’s only European Tour golf course.
These unique attributes are a significant advantage for Vanajanlinna - but the team face the difficult challenge of communicating the property's features to travelers, golfers and event organizers who are not at all familiar with the brand or the property.
The majority of Hotel Vanajanlinna’s sales are B2B. The brand’s strong online presence and search performance draws in interest in the hotel’s services, and the website is used to generate email subscribers for those interested in more information.
Vanajanlinna’s most effective sales practice is simple, but manual: a team member contacts clients to identify upcoming event-planning needs.
Hotel Vanajanlinna’s sales are different than most B2B deals. The group sells events months in advance.
This makes sales forecasting particularly complex.
Sales are forecasted and managed in two dimensions of time:
The Vanajanlinna Group also has multiple sites- adding to the complexity of sales tracking, forecasting and reporting.
The group’s sites are Vanajanlinna, Linna Golf, Mukkula Manor, Metsänvartija Estate and Levi Spirit Luxury Villas - and each site is targeting a slightly different audience, requiring a differentiated sales approach.
Sales for each property are monitored individually and up until late 2017, sales were monitored and reported on with salesperson-specific Excel worksheets. This manual, complicated aspect of the sales process became a time-sucking chore for the Vanajanlinna team. Anna Räntilä, Supervisor of the Sales Team, explains:
"Delivering reporting on completed sales and forecasts to the executive board with personal Excel sheets required several hours of work every week.”
Anna knew there had to be a better way. Those several hours spent updating Excel sheets should have been dedicated to progressing leads, having sales conversations and finalizing event and conference bookings.
Vanajanlinna wanted to develop a more structured sales process with more effective staged communications with clients. This would allow Anna to keep the sales process consistent across all of the various websites and product offerings, with more regular contact between leads and salespeople.
But without some level of automation, managing this level of communication among each contact across various properties would become a full-time job in itself. Anna needed to find technological support to streamline this process.
Another goal was to make better use of the email newsletter program (already a significant driver of leads, but one that could be leveraged much more).
The team were struggling to understand which client contacts to reach out to and begin sales conversations. Anna wanted to use interest in Vanajanlinna newsletters as a trigger for that initial client contact.
Those subscribers engaging with the newsletters were more likely to book an event with the group. Anna wanted to find a simple way to make sure those subscribers with higher engagement levels would rise to the top of each individual property sales contact list.
The third goal was to save time by automating the manual process used by sales management to make tracking and reporting real-time. Anna wanted to have performance information visible at all times without the need for manual work.
Anna knew Vanajanlinna’s existing sales system needed upgrading. Excel spreadsheets simply weren’t good enough to support the team’s operations.
A more advanced, sales-specific CRM system was needed to solve the team’s problems, simplify the lead qualification process and automate the manual aspects of the existing system.
Anna was searching for a simple CRM system to keep all information available for all salespeople across all properties to help guide day-to-day work. Anna also wanted a cost effective option as Vanajanlinna wasn’t operating with an enterprise-level budget. Just as important to Anna - the new CRM had to be easy to learn and operate. The team had to be able to hit the ground running to start generating immediate results.
First up: due diligence.
Anna wanted to survey a collection of the most relevant applications and CRM suppliers available.
Anna noticed a pattern starting to emerge. Most options seemed either exceedingly costly or complicated (and sometimes both):
“When we were interviewing suppliers, looking over specs lists and checking price tags it felt like we were in the market for a rocket to the moon. That’s not what we need – we need something that will make our day-to-day work smoother and guide us in concrete decision-making.”
Late in her search, Ann came across Pipedrive and after some initial research, she felt like she had found an option focused on her team’s needs:
“I was immediately drawn to its (Pipedrive’s) clarity and accessibility, but we were left wondering how those two time dimensions and separate reporting for our multiple sites could be possible. Then we found a specialist Finnish consultancy, Let’s do !T. Their Pipedrive expert seemed to understand what we needed right away and was able to show us how we could get all of that done with Pipedrive quickly and easily.”
Simplicity is so important for a fast-growing sales team with a collection of different products and target audiences.
The visual drag and drop sales pipeline interface of the Pipedrive platform was a significant factor in Anna’s decision to trial this option.
In Pipedrive, all items requiring action are clearly visible in a single glance and sales guidance based on activities helps teams focus on the process rather than worrying constantly about outcomes and neglecting critical tasks.
Anna explains that her quest for a system with continuity and prioritization of work are at the core of Pipedrive.
“You can get started right away with Pipedrive and you don’t have to start your day wondering what needs to be done. All conversations with clients and emails, as well as internal comments are easily accessible in one place. This way we have more time for actual sales work instead of spending time scraping information together and trying to remember things,”
Anna wanted to find a way to combine her CRM with Mailchimp to help automate the process of qualifying leads based on email newsletter engagement.
Pipechimp was the perfect solution!
Pipechimp is available on the Pipedrive Marketplace and combines Pipedrive and MailChimp into one intelligent machine.
Anna could finally find a simple way to banish her Excel spreadsheets and instead - conveniently trigger notifications for her sales team within Pipedrive to contact a given subscriber or client based on behaviour acknowledged from within a Mailchimp email.
Pipedrive’s Pipechimp integration uploads the interested leads from the newsletters automatically as sales leads in each managing salesperson’s sales channel.
“This way we can contact people who are interested in our services right now.”
Anna’s request of site-specific and real-time measurement in two time dimensions was implemented with a few additional Pipedrive fields. A supporting dashboard service looks for the data to present directly in Pipedrive and presents it in a clear graphical format.
The simple, visual metrics travel with Anna and are viewable on her Pipedrive smart phone app, so she can always monitor and advise her team on performance.
Pekka Poukkula of Let’s do !T, who led the implementation at Hotel Vanajanlinna, says:
“Technically one of Pipedrive’s best features is how easy it is to modify, as well as its API interfaces, which allow it to be connected to any system. In this sense we can flexibly build a suitable ensemble for any company’s needs, with no need for data input or searching on a number of different systems. Costs and schedules are kept in check and moderate this way, too.”
1. Pipechimp copies your contacts to Mailchimp
2. Pipechimp monitors changes in your Pipedrive and synchronizes the data to MailChimp
3. Send and segment your newsletters from MailChimp
4. Pipechimp monitors contacts' activities in MailChimp
5. Pipechimp creates notes form activities to Pipedrive (optional)
6. Pipechimp creates deals from contacts' clicks (optional)
Anna Räntilä is pretty pleased with the updates she has made to the Vanajanlinna sales process.
“The goals we set for the project were met and went above and beyond our expectations. Pipedrive clicked for us as a part of our day-to-day work and implementation was painless
All of our salespeople saw the added value immediately, which is why we couldn’t imagine working without it.
After a few months of use I can say that the project has already paid for itself in added sales.
Now we have a solid chain from newsletters to metrics through sales. Next we’ll start guiding the content of our newsletters based on our sales metrics, at which point the process will be complete.”
The decision to invest in the Pipedrive CRM has already paid off, with the Pipechimp integration allowing her and her team to turn so many of those manual admin hours into precious selling time.
You can start automating your lead qualification with Pipechimp and see the same sort of results as the Vanajanlinna team.
Your free trials allow you to test the system without laying out a single dollar - so start simplifying your sales right now!
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