How ALKU Kozijnen improved its performance with HubSpot automation

ALKU used to have little grip on its leads and customer contact, but optimising HubSpot changed all of that. Smart automation, real-time performance tracking and targeted nurture flows now deliver a streamlined process and higher conversion. How? With a clever combination of technology and strategy.

Curious about the automations that make the difference? Find out how ALKU took its sales and marketing performance up a level, and what the next step in their digital transformation is.

From scattered systems to a scalable, automated process

ALKU was already using HubSpot, but had little insight into how its marketing and sales activities were actually performing. With a lot of different parties and touchpoints involved, it was hard to work in a structured way and make well-targeted decisions.

How does HubSpot deliver better results?

ALKU was already on HubSpot, but had only limited insight into the effectiveness of its marketing and sales activities. The optimisation changed that:

• Faster, better-targeted lead follow-up: enquiries are routed automatically to the right branch or dealer.
• Smart nurture flows: personalised email campaigns guide leads towards conversion.
• Automated communication: website chats and brochure requests are connected straight to HubSpot.
• Real-time performance tracking: KPIs and conversion figures are tracked continuously, so decisions are based on data.

The automations that make the difference

Several automations were set up in HubSpot to make the customer journey as efficient as possible. That has led to faster lead handling and much better performance. The most important improvements are:

1. Personalised follow-up on brochure requests: when a customer asks for a brochure by post, a personalised letter is sent out automatically. That letter contains a unique QR code leading to a personalised appointment page. It makes follow-up seamless and increases the chance of conversion, with no extra manual work.
2. Keeping dealer information up to date: when an appointment is booked, the right dealer automatically receives an email with all the relevant information. That keeps communication clear and current.
3. External chat integration: website visitors can be helped straight away through an automated chat. The record of that conversation is stored back in HubSpot, so every customer touchpoint stays visible.
4. Lead nurturing flows: customers who request a quote or look up information automatically receive targeted emails that guide them further through their buying process.

These smart processes let ALKU improve its marketing performance and the customer experience at the same time, from the first enquiry right through to the final purchase.

What are the first results?

The advanced automation and improved performance tracking delivered results for ALKU immediately. Where there used to be little insight into the effectiveness of marketing and sales, the business is now steered on concrete objectives.

• Faster lead follow-up: enquiries land in the right place immediately, with no delays or manual steps.
• More efficient communication within their own branches: automated processes mean enquiries and customer details are followed up better internally. Every branch has the right information to hand so it can follow up leads faster and more precisely. There is less visibility of dealer activity, but HubSpot does give more control and insight within ALKU's own branches.
• Focused performance meetings: these used to get hardly any attention, but the new data insights make it possible to adjust course on a regular basis.

The ALKU team is very positive about the new way of working and clearly sees the benefits of the automated processes.

What does the future hold?

With a solid base in HubSpot, ALKU is now looking at the next steps to get even more out of the platform:

• Connecting branch mailboxes and phone leads: these are not yet recorded centrally, but that will soon be automated in HubSpot.
• A configurator tool with lead nurturing: a new configurator lets customers put together their own window frames. The leads it generates are then followed up automatically with targeted campaigns.
• More local targeting: the focus used to be on national visibility, but it is shifting towards conversion within their own branches, because that brings in more revenue directly.

Conclusion

A smart optimisation of HubSpot has given ALKU an automated, scalable system that makes both marketing and lead follow-up more efficient. Advanced workflows and integrations mean customers can be helped faster, while the team has much better insight into its own performance.

With further automation and data-led decision-making, ALKU is ready to grow and scale up, with HubSpot as a dependable base for the future.

Want to know how HubSpot automation could speed up your marketing and sales process too?