Thermogreen AG
Thermogreen AG: HubSpot and a new lead funnel
A broken filter in ActiveCampaign was catching good leads. The result was a new CRM, a new workflow and lead scoring through a custom worker
- Industry
- Building technology
- Services
- CRM implementation, Marketing automation, Lead scoring
- Tools
- HubSpot ActiveCampaign Google Ads Facebook Ads HubSpot tracking pixel Cloudflare Worker
- Close rate
- +30%
- Within three months of optimising the funnel
- Customers won from first contacts
- 2x
- Doubled in the first year after the launch
- Until the move
- 1 month
- From the first setup to the full migration from ActiveCampaign
The challenge
New leads came in through ActiveCampaign. A filter there was broken and caught many good leads. They never reached the sales team. There was a second problem: the sales team was two people. Every lead who only wanted information took time that was then missing for leads who were ready to buy.
What we did
First, the bleeding had to stop. The broken automation was switched off, and all incoming leads went to sales. Then, together with the management, we compared several CRMs and switched to HubSpot, including the migration from ActiveCampaign. Finally came a funnel with lead magnets, lead nurturing and lead scoring. It catches people who only want information and passes on only the leads who are ready to buy.
What came out of it
The funnel was working after one month and optimised after two more. Sales handled fewer leads and had more time for the good ones. The close rate rose by 30% within a further three months. In the first year, the number of customers won from first contacts doubled.
The fault was before the CRM, not in it
Before a new system could come in, the old one had to stop causing damage. New leads came in through ActiveCampaign, and an automation there was filtering wrongly. Many good leads got stuck. They never reached sales.
The first step was to switch off the broken automation and build one that worked. From then on, every incoming lead went to sales. I chose this order deliberately, together with the management. A system change takes weeks, and every one of those weeks would have cost more leads.
Choosing the system
Next, we compared several CRMs and chose HubSpot. I timed the purchase for the fourth quarter and negotiated a significant discount.
The first setup was ready after about a week. It took about a month until everything was set up and migrated from ActiveCampaign.
The washing machine
Internally, the new workflow was called “the washing machine”. It brought together what had run side by side before:
- Google Ads, connected in both directions
- Facebook Ads
- the website and the tracking
- landing pages, set up properly
- the first newsletters
The workflow ran, but the quality was still not right
The leads arrived, but many of them only wanted information. With two people in sales, that is not a small thing. These leads took too much time, and the good ones got lost among them.
Our answer was lead nurturing. The website got lead magnets that catch people who are only looking for information:
- advice guides, how-to guides and fact sheets
- help with choosing a product
- at the heart of it all, the configurator
Anyone who wants to download something gives their email address. Anyone who wants information gets information. Sales stays out of it until there is something to discuss.
The public entry point to the configurator is the brand site sdesign.ch.
Lead scoring, measured twice
We needed a signal that shows when a lead is ready. So we recorded what known leads do on the website. This ran through the HubSpot pixel and also through a custom Cloudflare Worker. The worker was needed because the pixel alone did not deliver everything we wanted to count.
Depending on the action, the score went up or down. At the hot lead threshold, sales got a task to get in touch. A contact form or a request from the configurator set the status immediately.
What came out of it
The funnel was working after one month. After two more months of optimisation, it ran successfully. Sales handled fewer leads and had more time for the good ones.
The close rate rose by 30% within a further three months. In the first year after the launch, the number of customers won from first contacts doubled.
What is not on this page
The absolute figures of Thermogreen AG are confidential. That is why this page shows no lead numbers, no revenue and no customer numbers. The two results above are relative, and each refers to the period stated. The size of the negotiated discount is also left out.