The Context
Currency Exchange International (CXI) is a leading provider of comprehensive foreign exchange services, risk management solutions, and integrated international payments processing technology in North America.
Engagement I:
Enterprise RevOps
The Challenge
CXI has a highly successful business selling foreign currency online, but they relied entirely on manual processes for both marketing and reporting.
As they aimed for greater heights, they needed to automate these processes and gain a deeper understanding of their success metrics. They needed to eliminate scattered data sources and gain a centralized, 360-degree view of their customers.
The Solution
Paula Inc. proposed the implementation of HubSpot’s Enterprise Marketing Hub. This involved integrating all of CXI's paid and organic marketing channels as well as purchase data with HubSpot. By combining pre-sale and post-sale data in one place, CXI was able to leverage HubSpot’s powerful automation and reporting capabilities, driving more efficient operations and informed decision-making.
How We Did it
Mapping of Transaction Data
CXI
Orders
Contacts
Branches
HubSpot Deals Object
HubSpot Contacts Object
HubSpot Custom objects
Before
Multiple, disjointed data sources
(CXI's tracked data was in multiple systems that didn’t communicate)
No Automation
(Other than a welcome email using MailChimp, CXI had no automation in place)
Poor visibility into buyer journey
(No ability to see where clients were in the buyer journey)
Basic Segmentation
Scattered Reporting
Before this transformation, CXI used to create their marketing attribution reports by manually downloading data from each of their sources (Google Analytics, Meta, Yelp, etc.) and using Excel to create reports that not only were delayed and time-consuming, but also not entirely accurate
Unfiltered Negative Online Reviews
CXI used to send its clients invitations to review the service after every transaction, potentially inviting unhappy clients to share their experience publicly
After
Centralized, actionable data
We brought all of CXI’s data into HubSpot, empowering CXI to leverage HubSpot’s powerful automation and reporting capabilities
Automation
We implemented over 25 workflows spanning automated follow ups, data management, pipeline updates, contact segmentation, lists creation, and beyond
Sales Journey Visualization
We leveraged HubSpot’s Deals Pipelines to place Deals in stages according to where they were in the sales cycle
Powerful, automated segmentation
We leveraged HubSpot’s workflows to keep CXIs contacts segmented based on lifecycle stage and purchase history
Robust and Accurate Marketing Attribution Reporting
Now with all lead-sources data fed directly into HubSpot, we were able to leverage HubSpot’s powerful reporting tool to create all kinds of attribution reports, providing CXI with a clear picture of the effectiveness of their marketing dollars
Innovative Online Review Management
Implemented a system to identify unhappy customers before they submitted a review, giving CXI an opportunity to fix the issue and potentially get a better score
