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How Second Bind boosted revenue by 80% and decreased ticket time by 40%

Canadian company Second Bind provides hassle-free and environmentally friendly solutions to donating and selling second-hand books, with the aim of seeing as few used books end up in landfill as possible.

The business started with a focus on selling unwanted textbooks, but has since branched out to cover all types of books. It offers free pick-up services for book donations in the province of Ontario and uses online selling platforms to resell books at reasonable prices. Second Bind donates books to hospitals and other thrift stores and even sends books over to Nigeria and Kenya thanks to its partnerships with universities overseas.

  • Industry: eCommerce
  • Location: Canada
  • Key feature/add-on: LeadBooster
Pipedrive and SecondBind


Second Bind has boosted revenue by 80%


The time it takes to close tickets has been reduced by


Second Bind has grown with the help of Pipedrive

Why Second Bind decided to use Pipedrive

Second Bind began by using Microsoft Excel as its software hub, but soon realized it would need specialized software if it wanted to scale and improve its efficiency.

First, the team adopted a project management tool, but customer communication was missing, so a new software solution was adopted to take care of that. Second Bind then adopted a lead management tool, but that still left out scheduling functions, so another tool had to be integrated with the rest.

For Second Bind, this rapidly expanding tool suite was getting out of hand, preventing them from managing the business effectively as it grew. Second Bind’s CEO Ershad Anari knew the company needed a way to bring all these functions together under one roof to keep things manageable.

After searching the market for a tool that could centralize all these functions and integrate with third-party software and systems to futureproof their processes, Ershad and the team chose Pipedrive as their new CRM.

In the first days we used Microsoft Excel, and then we started using an internal project management tool for our development process since we also needed to manage pick-ups and routes. However, there was no communication between them and our customers, so we set up a separate service for that, and for lead management another service, for scheduling another service, so it was way too many things to handle.
Having Zapier on the platform’s Marketplace assured us that if we want to keep Pipedrive on for the long-term, then other programs could be integrated with it.

Ershad AnariCEO, Second Bind

How Pipedrive and LeadBooster provide a solution

By adopting Pipedrive, Second Bind was able to dramatically reduce the size (and cost) of its software stack, combining many of the features that had previously required separate tools to manage. Also, with the migration process taking only a month, the seamless transition from the old system to Pipedrive has been easy to manage.

By combining all these tools into one, Second Bind also gained extra functionality for each process. For example, the internal project management tool the team used previously didn’t provide any means to contact leads, but with Pipedrive as the central hub, Second Bind can combine its project pipelines with its contact and communication database.

Leads are automatically qualified thanks to Pipedrive’s LeadBooster add-on while, with Pipedrive’s easily customizable web forms, leads can select exactly what service they want. The information they provide, which is easily accessible in Pipedrive, enables the automation features to assign each lead to the correct pipeline.

We were using a different software tool for lead management, customer engagement and Live Chat, but we had to find another tool to manage all the data. We decided to find a solution that would have the chatbots and the forms and all that stuff, and then create pipelines and communicate with the customer to schedule pick-ups. It’s been seamless and we’re looking to add more chatbots and forms in the future.

Ershad AnariCEO, Second Bind

Revenue has grown 80% since we’ve started using Pipedrive. We’ve grown significantly through automations and other things within the company, but Pipedrive has been really helpful. We’ve had growth in our company of 20% and increased our leads by over 100% since using Pipedrive, while the sales process is now 40% quicker using Pipedrive.

Ershad AnariCEO, Second Bind

The unique ways Second Bind uses Pipedrive and LeadBooster

Pipedrive’s automation features make it much easier for the Second Bind team to manage the information flow between different tools. Second Bind has grown its revenue by 80% over the past year, but the sales team is actually working fewer hours to achieve better results.

With Pipedrive’s communication tracking feature, Second Bind can anticipate when its repeat customers, who often have larger libraries, are likely to make their next pick-up request, and then send out email reminders.

Thanks to LeadBooster’s suite of lead generation features, including Chatbot, Live Chat and Web Forms, customer tickets are resolved in less time – 10-20% less year-on-year, to be exact. In fact, Second Bind’s lead generation techniques have been so successful that it’s expecting book donations to grow 75-100% over the next year.

How Second Bind plans to grow with Pipedrive into the future

This year has been a proof of concept for Second Bind. It’s proved that workflows can be streamlined so that two people can manage both the pick-up and buy-back services for its operations in Ontario.

Pipedrive has provided Second Bind with the foundations for repeatable growth as it looks to expand its services across Canada and even into the U.S., as it now has the data it needs to understand the demands of each new area.

Thanks to Pipedrive’s ecosystem of third-party integrations, including Zapier, Second Bind knows that no matter what changes it makes to its process in the future and the tools brought in, Pipedrive will always provide the centralized hub it needs to bring all of its information together.

The way we’ve set up Pipedrive right now is that there are two people working as the managers, but we see that the formula we’ve created through Pipedrive is scalable, so we could have 15 people, 20 people, go to different provinces, even the US, and still use the same process as the proof of concept has been done by having one person manage each pipeline.

Ershad AnariCEO, Second Bind

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