How ActiveCampaign CRM Transformed Lead Management for Spas Etc.

Introduction

Spas Etc., a leading provider of premium hot tubs and spas, faced significant challenges in managing and tracking leads across various platforms. With multiple websites feeding leads into different systems, the sales team struggled to manage incoming inquiries, qualify leads effectively, and track sales opportunities. To streamline this process, we implemented a customized ActiveCampaign CRM that centralized their lead management and provided a single source of truth for their sales team.

The Challenge

Before the CRM implementation, Spas Etc. used Salesforce to manage leads generated from their dealer website. However, this system had several limitations:

• Lack of control over customizations and automations: Salesforce was primarily used for tracking purchased systems for warranty purposes, offering little flexibility for lead tracking and messaging.
• Fragmented lead management: The dealer website fed into Salesforce, while their reseller website generated leads that were not tracked cohesively. This made it difficult for the sales team to track and follow up with potential customers efficiently.
• No custom messaging: There was no system to offer personalized messages or targeted follow-ups based on where the lead originated or what products they were interested in.

The goal was clear: Spas Etc. needed a single, customizable CRM that would allow them to manage all incoming leads from both websites, track their source, and create a personalized experience for each potential customer.

The Goals

The primary objectives for the CRM implementation were:

• Centralize all leads: Create a single system where the sales team can track and qualify all leads regardless of their source.
• Lead tracking and identification: Implement a system to track where each lead came from, what products they were interested in, and any services they might need.
• Improve sales team efficiency: Provide the sales team with easy access to all lead information, enabling them to track and follow up with leads more effectively.

The Solution: ActiveCampaign CRM Implementation

To address these challenges, we implemented ActiveCampaign as the CRM solution. The process involved several key steps:

• Identifying lead sources: We worked with the Spas Etc. team to identify over 20 lead sources, including their dealer and reseller websites.
• Custom tracking and qualification: A customized system was developed to track where each lead came from, what product or service they were interested in, and their qualification status. This allowed the sales team to identify and prioritize leads quickly.
• Integration with Salesforce: Using Zapier and Gravity Forms, we integrated the new ActiveCampaign CRM with Salesforce to ensure that purchased systems could still be tracked for warranty purposes while allowing full customization for lead management.

Implementation Process

The CRM integration was a collaborative effort to ensure seamless data flow between the various systems. We used:

• Zapier to automate the transfer of lead data from the websites and Salesforce into ActiveCampaign.
• Gravity Forms captures lead information directly from its reseller website and automatically feeds it into ActiveCampaign. This setup streamlines the process of managing and tracking leads across all platforms.

Results and Impact

Since implementing the ActiveCampaign CRM, Spas Etc. has experienced a marked improvement in lead management and overall sales efficiency:

• Single source of truth: All leads, regardless of source, are funneled into one centralized system. This has allowed the sales team to track leads more effectively and easily pull comprehensive reports.
• Improved sales tracking: The team can now track a lead’s journey from inquiry to purchase, providing a clearer understanding of what drives sales and enabling them to adjust their strategies accordingly.
• Efficiency gains: With all lead information in one system, the sales team no longer wastes time managing fragmented data. They can focus more on nurturing leads and closing sales.

Phase Two: The Road Ahead

While the CRM implementation has been a success, there are even more opportunities on the horizon. Phase two of the project will include:

• Email marketing integration: We will further incorporate trigger-based campaigns and broadcast emails to nurture leads. By sending personalized messages at critical points in the sales journey, the team can more effectively engage potential customers.
• Lead nurturing and automation: Automating follow-ups and using lead scoring will ensure that no lead is left unattended, helping to boost conversions and increase sales.

Ongoing Support

To ensure the success of the new CRM system, we provided Spas Etc. with comprehensive system documentation and conducted multiple training sessions for their team. Our support didn’t stop there. We continue to fine-tune the system based on feedback and data analysis, ensuring it remains a valuable tool for their sales efforts.

Client Testimonial

Conclusion

The ActiveCampaign CRM implementation has been a game-changer for Spas Etc. It has provided them with a single source of truth for lead management and significantly improved their sales processes. With phase two on the horizon, which will integrate a comprehensive email marketing strategy, the future looks bright for their continued success.