Kelsey Galarza
Case Study
Label Traxx, the leading MIS/ERP solution for narrow web flexo and digital label printing, was restructuring to bring three companies together on one integrated HubSpot solution to drive growth in 2022 and beyond.
When we met with Label Traxx President Rob Mayerson, he had a tall order in late 2021. He needed to merge sales, marketing, and support for three independent companies to operate as one. The goal was to bring Label Traxx and third-party online commerce tools Siteline and Batched together to cross-sell and upsell more effectively.
Challenge
The top opportunity was cross-selling products, as both Siteline and Batched use Label Traxx to operate. Additionally, there were customer experience advantages for consolidating service organizations and processes since some support requests crossed product lines. Ultimately, all companies would go to market together as a single brand, potentially merging into a single organization.
Label Traxx ran on a legacy, on-premise FileMaker Pro system. This system didn’t provide accurate visibility to selling activities. The other companies had varying experiences with CRMs, one had Copper, and the other had a limited implementation of HubSpot. The three companies also managed separate customer service software, with FileMaker and Jira in the mix. Although the three companies were known for excellent customer service, no measurements or KPIs existed.
Mayerson and Jennifer Matt from Siteline were the visionaries who led a cross-functional team in a total data transformation and a go-to-market strategy on one platform.
They chose the following goals and challenges:
- Replace the multi-company tech stack with an integrated HubSpot stack.
- Integrate the companies’ data with standard fields and clean, de-duped data.
- Build a cohesive digital marketing and sales system to market and sell the three software products amongst new prospects and the existing customer base.
- Create a single support ticketing system and knowledge base to support their customers' complex software service needs.
Solution
CRM
The first order of business, to rationalize the three companies' CRMs, was the trickiest and longest to complete (several months). We had to dump all the data from legacy systems, map, and cross-correlate the properties. It took multiple data loads with key mapping into HubSpot to get all the data loaded correctly. We had several key stakeholders who assisted with mapping and normalizing multi-company data. Finally, we had good partnerships with Sales and Accounting, who QA’d the data and provided a sign-off that all was correct.
Support
Meanwhile, we were also working with the support teams to create a ticketing system and knowledge base across three product lines, three regions, and two languages. And this ticketing system would also be a handoff from sales to support new customer onboarding.
Product Team members worked hard to migrate knowledge base articles from an in-house system at Label Traxx and JIRA for the other two companies. In the end, they published 1,400+ support articles. At the same time, their Product Engineers were actively rebuilding and launching a new version of the software with a new UI requiring the replacement of all screenshots while loading articles to HubSpot. It was mind-bending.
Sales
The third system to merge was Sales. Due to combining the companies into one CRM and one deal board, Label Traxx could develop a standardized sales process to sell each of its products to various customer segments. More importantly, pipeline reporting was designed so Sales Management could understand revenue opportunities created across the three companies. And the revenue opportunities were instantaneous, with visibility into each customer’s current product install status. This standardization allowed the company to add sales team members to accelerate growth.
Marketing
Finally, while we stood up the HubSpot CRM Database, Support, and Sales systems, we also worked on a prospecting and SEO strategy using content, webinars, and email.
For the central piece of content, Mayerson gave in-depth information about the label-converting segment of the printing industry. Orange Marketing recommended Label Traxx use a topic cluster strategy to garner traffic quickly. Label Traxx selected the key pillar topic: “How To Modernize And Optimize Your Label Converting Business.” Label Traxx also began offering regular webinars to educate customers and prospects.
Attract Tactics
- Topic cluster strategy
- Pillar page
- Supporting blog posts (blog post 1, blog post 2, blog post 3)
- Social Media
- Webinars (email invites)
- Case Study Showcasing Products
Conversion Tactics
- Downloadable PDFs (Landing Page & Thank You Page)
- Webinar Replay
- Pop-ups
Results
Label Traxx saw significant improvement across KPIs:
- Knowledge base views skyrocket to nearly 1,000 a month
- Tickets tracked grew to hundreds a month
- Website views double
- Organic search double
- Deals closed doubled, then doubled again!
See All The Detailed Metrics Here.
Impact
While the environment for ERP Label software heading into 2023 is challenging, Mayerson has set Label Traxx up for success with an integrated and efficient HubSpot CRM to manage Sales, Marketing & Support.
Rob Mayerson, President, Label Traxx
"Beyond expectations! Our revenue generation upselling into our existing customer base has been fantastic. We now have an end-to-end system that tracks tickets and support. And we have begun intelligent lead generation targeting specific personas, leveraging the insights in our CRM.”
In this video, Mayerson speaks further about the impact of Orange Marketing consolidating their three legacy CRMs and support systems onto HubSpot.