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    From manual processes in Eloqua and SuperOffice to an automated process in HubSpot

    Visma Smartskill had valuable customer data, but it was scattered in silos that made it difficult to use. Manual processes, lack of insight and poor interaction between tools made it difficult to collaborate across departments and follow up on leads in a good way. Marketing sent leads to sales, but didn't know what happened next. Were they followed up? Did they become customers? Together with us at Intuvio, they made a strategic choice: one platform in HubSpot. It provided better insight, smarter processes and a better experience for both employees and customers.
    Visma Dikeveien 54-1

    About Visma Smartskill

    Visma Smartskill builds future solutions for better learning. They combine smart technology with extensive industry and professional experience to optimize skills development in the public sector for health, child welfare, schools and kindergartens. Examples include products such as "The Guide" - a reference book combined with e-learning, podcasts and webinars.

    The collaboration with Intuvio

    Visma Smartskill had a lot of good content and many great initiatives across marketing, sales and customer service. But there was one thing missing: one shared platform.

    What were the challenges?

    Before partnering with Intuvio, Visma Smartskill had multiple systems and many manual processes:

    • Three different silos: Marketing worked in Eloqua, sales and customer service in SuperOffice, but with no data sharing.
    • Manual handover: Leads from webinars and guides were emailed or loaded as lists, and often got lost in the process.
    • Poor data access: Insights from usage patterns and customer data were scattered across multiple systems. Management had to pull reports from many sources.
    • Lack of overview: Unclear how sales followed up leads from marketing. Who had contacted whom? What was said? And what had the customer actually done before the sale?
    • Poor reports: Creating good reports was challenging because you had to pull data from different systems and put them together manually.

    Having data in silos in this way meant that Visma Smartskill worked inefficiently because they had so many manual processes. It also led to a loss of insight, poor utilization of content and an uneven customer experience.

    So what did we do?

    Visma Smartskill had been working with inbound marketing since 2018 and knew the potential was huge. In 2023, Visma Smartskill chose to implement the entire HubSpot platform, and Intuvio came along for the ride.

    HubSpot logo

    Implemented the entire HubSpot platform

    Together we implemented Marketing, Sales, Service and CMS. This gave them a holistic platform where marketing, sales and customer service work in the same system. This has made it possible to follow and gain control of the entire customer journey, from first contact to loyal customer. It has also provided better insight into what is actually happening across the departments and the opportunity to build good reports.
    Employees in Smartskill

    New websites in HubSpot CMS

    As part of the transition, Visma Smartskill also chose to build new websites in HubSpot CMS. "It's a great advantage to have everything in the same system. Now they can easily publish new content, set up new landing pages and connect everything directly to CRM and reporting.

    Webinargeek

    Integration with WebinarGeek

    Webinars are an important part of Smartskill's communication strategy. By integrating WebinarGeek with HubSpot, they save themselves a lot of double work. Attendees and interactions from webinars are automatically transferred to the CRM, so sales reps and customer teams can see key insights and engagement right in the contact card.

    Sandnes municipality

    Integration with internal systems

    Visma Smartskill has its own systems linked to its services, including for handling legal inquiries and technical support. Through customized integrations, relevant information is sent into HubSpot. This gives the customer team an overview of previous interactions and makes it easier to provide quick and personal follow-up.
    Tutors

    Data protection and smart import

    Instead of dragging all the history from SuperOffice and previous systems, Visma Smartskill made a strategic decision to start with a blank slate. They included customer information and relevant contacts, but dropped old notes and outdated processes. This has contributed to higher data quality, better overview and fewer distractions in the new system.


    Leadership tools

    Step-by-step implementation

    In order to ensure a high level of internal support and as little friction as possible, Visma Smartskill chose to phase in HubSpot gradually. First, the teams most willing to change were onboarded, and then those who needed more time and support. Intuvio assisted with training, consulting and ongoing sparring along the way, making the change easier for the entire organization.

    Results.

    A better customer journey and better interaction across departments:

    • A single customer view - one source of truth.
    • Better handover from marketing to sales, and from sales to customer service.
    • Time savings through less manual data handling and better reporting.
    • Better data quality providing clearer insight into what customers are doing, seeing and participating in.
    • Greater peace of mind internally - systems work even when individuals are away.
    • Reporting - access to data that provides good reports in the present.

    "There's a completely different flow today - both for customers and for us internally. We know what has been communicated, we get the data to where it's needed, and we can tailor the follow-up at a completely different level than before."

    - Lisa Klausen Hjørnevik, Customer Experience Director at Visma Smartskill

    Key points for success

    • Strong internal anchoring: Management was on board all the way, with clear goals and milestones.
    • Smart prioritization: They took one step at a time and got everyone in the company on board.
    • Data discipline: Made conscious choices about what to take forward.
    • Strategic consulting: Intuvio provided structure, coaching and training.
    • Focus on future growth: The system is designed to grow with the company.

    From manual processes to data-driven growth

    At our digital conference, Kundereisedagen (Customer Journey Day), Lars Hansen, Sales Manager at Intuvio, and Lisa Klausen Hjørnevik , Customer Experience Director at Visma Smartskill , talked about the journey from manual processes to a data-driven everyday life. Are you considering HubSpot or looking for inspiration to get more out of your own solutions? Watch the chat here:

    Wondering if Intuvio could be a good match for you?