Main areas of collaboration
To address the challenges Clockodo faced, YOYABA brought the following solutions
1. Remodeling the systemic representation of the customer journey in HubSpot
In intense and frequent sessions we sought to understand the status quo of the CRM and integrated systems. Afterwards, we mapped out the entire current funnel workflow in Miro and identified weaknesses and blindspots.
Working with best practices from over 25 Hubspot instances YOYABA is managing, we drafted a more comprehensive and complete customer journey including the previously underleveraged Hubspot fields Lead Status and Lifecycle Stage.
In order to correctly display Clockodo’s mixed Product-led & low-touch motions, a prospect grading was implemented that now defines whether a trial signup prospect is routed to the sales team for proactive outreach or stays in a status flagging current engagement, but only reactive sales activity.
Calculating conversion rates from signups to paying customers was critical, so in order to analyze the movement of a prospect through the funnel, we added custom timestamp properties that allow for cohort based conversion rate reporting directly in Hubspot.
It was especially critical to correctly transfer the existing database into the newly defined stages. This accounted for the data already in Hubspot but also for the data not available in Hubspot yet. In order to smoothly manage the transition from the old system to the new system, multiple dry run iterations were executed that simulated the transition. We then iterated on case definitions and filters before the final implementation.
2. Development of a hybrid attribution model in Hubspot
To enhance the attribution capabilities of Clockodo, we turned towards a proven and solid hybrid attribution model developed specifically for B2B SaaS companies using Hubspot, combining software based attribution and self-reported attribution.
We began by identifying Clockodo's GoToMarket activities. After creating a complete list of all channels and potential entry points for prospects, we created a standardized UTM parameter framework which is used to correctly cluster UTM and referrer data from webtracking and offline sources into higher level sources.
To make data available for reporting, we created custom data points in Hubspot. These are now filled via custom webtracking scripts and modified in Hubspot with over 15 Workflows ensuring correct handling across all objects.
3. Creation of a sync between CRM and Clockodo's app
The synchronization between Hubspot and Clockodo’s app backend database was the most complicated part of the project. Due to the differences in data structure between the systems it was critical to think through many different scenarios in order to determine the correct records that should be synced. As an example, Clockodo’s app allows users from the same company to sign up for a trial, which results in multiple instances in the database, while in Hubspot both created contacts belong to the same company due to Hubspot’s native functionality to associated contacts and companies with the same email domain.
We worked closely with the development team at Clockodo in building the necessary logic for the initial and continuous synchronization. Especially challenging was the initial synchronization of the entire app database to Hubspot. Minimizing the risk of synchronization errors was the highest priority in this phase, so we wrote extensive logic that compared data from Hubspot and the app backend in a safe environment. With this, we were able to see the outcome of the sync before setting it live.
After the sync was up and running, we added more revenue and customer relationship relevant data points from the app to be synchronized to Hubspot, like “recent MRR”, “cost per seat” for the customer and “upcoming cancellation date”.
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