LIVE FROM #INBOUND22
We kicked off INBOUND22 speaking about the price of disconnection, and, throughout the event, different speakers tried to help us better understand the different strategies that we can apply to reduce the disconnection between people, systems, and community. We joined Rob Giglio, CCO, at HubSpot and Emilie Wells, CMO of Triage Staffing, to explore how the right CRM can help unlock an interconnected environment with data at its core.
In this session, we gained practical insights into how one of HubSpot’s leading customer, Triage Staffing, is using HubSpot to transform their business and revolutionise their processes. Triage is a staffing agency that arranges short, 13-week assignments for travel nurses in healthcare facilities across the US. It specializes in staffing the best and brightest nursing, laboratory, rehabilitation therapy, cardiopulmonary and radiology professionals.
As the world moves into a digital-first approach, different software keeps flooding our inboxes. The proliferation of different technologies are making it hard for companies to keep consistent and integrated data systems, preventing them from realising what is going on with their customers. Ultimately, this affects the CX of their business, and jeopardises any attempt of creating meaningful connections with their audience.
“Businesses are in a crisis of disconnection today. Their systems and data are disconnected because of cobbled point solutions. They’re disconnected from their customers, as buyers tune out saturated channels. And, they’re disconnected from their peers in a more hybrid world,” said Yamini Rangan, CEO at HubSpot on the opening INBOUND22 event. Disconnection goes beyond software, it appeals to ownership, agency, deeper understanding, and more tailored experiences.
Triage Staffing recognised the need to reconnect to their audiences of traveling nurses and healthcare professionals, whilst delivering a genuine message and true value. Finding and nurturing these leads was, yet, not easy, and it was taking the team over 130 days to place these candidates due to slow processes and excessive manual input. A faster response time and average close rate meant they could deliver a better service for their leads.
Triage was using an applicant tracking system (ATS) to handle applications and contracts for its travel nurses. This software was merely operational, not helping Triage achieve their marketing goals in any way. They used HubSpot to connect data from disparate systems to drive more targeted communications and solve internal challenges. Whilst they were aware integrating their systems could require developing, they wanted to empower users to find new ways to improve efficiencies, without the help of developers.
Fostering relationships and building trust within the traveller community, Triage improved their overall CX. With more efficient processes, every team member started saving about two hours a week, for a total of 80 hours, since they did not need to invest that much manual input in ensuring processes were happening as they were meant to. Similarly, thanks in part to efficiencies gained through workflows and integrations, Triage has grown its workforce from 60 to 200 employees.
Triage Staffing needed a marketing CRM, as their market space was becoming more and more competitive. Yet, it was not as easy as to migrate all their data into a new CRM, they needed a platform that would connect with another core software that they could not drop. With the help of HubSpot and their developers, they succeeded at creating a lead-generation engine through which to manage and curate all their data from one-single-platform.
Five years after, Triage Staffing has experienced unprecedented growth, with their revenue having increased x17! The Triage marketing team chose the HubSpot CRM platform, partly due to its ability to integrate with its ATS and WordPress. HubSpot CRM’s easy-to-use interface was another deciding factor. Marketing Hub proved such a success, Triage eventually expanded its implementation to include Sales Hub, CMS Hub, and Operations Hub.
Triage was first attracted to Marketing Hub because of a particular feature that has become the most popular tool within HubSpot: marketing automation. Through workflows, they were able to reduce the time they needed to process and categorise new leads, whilst guaranteeing that they were fully standardised. Automation brought rules and structure and enabled their sales team to increase by 3 the number of leads they processed every month.
Another feature included in Marketing Hub, personalisation tokens, meant that their outreach was more relevant and targeted, not only being able to offer content that matched the category a contact had been assigned, but also adding personalised terms within emails, making interactions much more personal, valuable, and human. This personalization has led to a significant increase in click-through rates, growing from 10% to 20%.
Once the success of Marketing Hub was proven, the need for more efficient systems was recognised and the conversation started regarding Sales Hub. Among its most popular features, this Hub allows for call recording, helping the sales team keep track of their interactions. Not only did this mean less manual notetaking for the sales team but also more accountability! Whilst this idea was first encountered with resistance, the team later recognised it had been a revolutionary tool.
Audiences are more exigent than ever. They know their worth and they want to interact with businesses that make them feel seen and valued through every single interaction they engaged in. As we move into a digital-era, businesses need to guarantee they are able to offer customised and targeted experiences that will attract, engage, and delight customers in the right way, at the right time, in their own terms.
The correct CRM can support companies with this task, just like it did for Triage, since HubSpot will provide users with detailed visualisations of their customers and their journeys. Deeper insights into customer behaviours will improve the understanding companies have regarding what their audience is looking for and how that might be better communicated. The right CRM will allow teams spend less time on manual work and reactive problem-solving, giving customers more time and confidence to level-up their impact.