Powering Progress

Power Electronics have a been a longstanding client of Concentrate, having initially come on board in 2018 to extend into new market opportunities in solar energy with Concentrate’s digital marketing services leveraging HubSpot Marketing Hub.

Following several successful years of lead generation for both their renewables and industrial divisions, Power Electronics achieved an impressive average lead conversion rate increase of 2.5%. Utilising HubSpot Marketing Hub played a key role in this success. Seeing the opportunity to streamline their processes, they made the decision to migrate their legacy CRM to the HubSpot CRM platform. This shift aimed to reduce redundancy and improve their capacity to manage the growing influx of leads effectively.

The decision to partner with Concentrate was driven not only by their past successes but also by their local presence in Christchurch. This proximity facilitated face-to-face interactions, encouraging a deeper understanding of Power Electronics' business needs. "There's a big advantage in getting in front of someone and getting to know them, and them getting to understand your business," Pat explains. "HubSpot is so powerful, so it was really important for us to understand how it could help and what's relevant, and sitting down around a table with the team at Concentrate is something we value highly."

Concentrate architected a solution that would migrate data from the legacy system to HubSpot, and configure HubSpot to initially replicate the CRM/sales functions fulfilled by the legacy CRM. When it came to the migration to HubSpot, Pat emphasised his intention to be ruthless with their database from the very beginning. "Some of the contacts we had were from 12 years ago," he recalls. "It was never maintained. It was an old and disorganised phone directory - some of them even had 025 numbers - and it wasn't getting used for quotes. That was all being done manually."

Concentrate ran training and education sessions around CRM data hygiene, tracking sales with deals, using activities to track and report on sales activity and effort. 

By leveraging HubSpot for call management and documentation, Power Electronics has experienced significant efficiency gains and improved tracking of customer interactions. Training initiatives led to heightened awareness among team members, resulting in better communication tracking and follow-up tasks completion. 

Monitoring the delivery rates of white paper email campaigns provided valuable insights, particularly for targeting consultants in Power Electronics' offerings. With delivery rates above 95%, the robustness of their database was underscored, reflecting a marked improvement from previous practices.

With HubSpot, all the usual advantages of a cloud-based system were achieved. Greater collaboration, as well as security and access control as per their business policies was easy to implement with HubSpot. The Power Electronics team were also glad to make use of the mobile app.

Another significant benefit was that the sales and marketing functions were working off the same database. Segmentation of marketing databases and campaign go to market times were greatly reduced compared to the time when two disparate systems were being used.

The integration of quotes into HubSpot, spearheaded by the industrial sales team, achieved an impressive success rate – over 95% of quotes were approved. Concentrate's proactive approach ensured consistent momentum and follow-up, reinforcing accountability and driving results. "What it's really done for us is made everyone involved," says Pat. "It's made us more accountable, because we've got this marketing partner that we're paying for following up and just prodding us nicely to keep the momentum going."