Leaving fragmented data and manual work behind: customer information unified in HubSpot across sales and marketing | Somari Inc.

About the client
If your information is scattered and work is inefficient, or you want to build sales strategy on data, please take up NowVillage Inc.’s free consultation.
HP：https://somali.co.jp/
Somali Inc.
Industry: staffing and recruitment
Employees: up to 10

Products: Sales Hub, Marketing Hub
Somali Inc. (founded 2022, Minato-ku, Tokyo) is a recruitment agency for senior roles, working under the idea of career support that does not force people into a mould.

Working mainly with people in their 20s and 30s, it provides tailored career consulting that values each person’s outlook and potential. It also runs somalico, a media site with career-change tips, and Somali EOR, supporting cross-border hiring of engineers abroad. It pursues the best match between candidates and companies without being bound by existing frameworks.

The problem: too many tools, so data was split and work was manual Somali had been managing customer information across several tools. The process from candidate enquiry through to placement was in spreadsheets Pipedrive, and detailed candidate information in

, so the data was split.

That split caused the following inefficiencies.
Unproductive manual work as the norm

People spent a great deal of time moving between tools to find or update the same information.
Missed marketing opportunities

They could not make full use of the information they held, and could not segment or personalise around candidates’ attributes and behaviour.
Inaccurate data building up

Because everything was entered by hand, fields were missed and wording varied. The data became inaccurate, and the quality of collation, analysis and reporting did not improve.

During the HubSpot implementation

NowVillage supported the HubSpot implementation to solve these problems. We did three main things.
1. Building an integrated data model

We designed an integrated data model built around HubSpot’s contacts and deals.
Pipedrive Contacts:

we migrated the candidate information held in
to HubSpot.
Deals:

we moved the information from enquiry to offer acceptance, held in spreadsheets, into HubSpot.
Linking contacts (candidates) and deals made the state of each candidate easy to manage. 2. Implementing the tracking code By adding the
HubSpot tracking code

to the website, we built the ability to see which content candidates view and by which route they convert.
That speeds up testing hypotheses about the content and the paths that drive results. 3. Automating with workflows Using HubSpot’s
workflows

, we reduced manual entry. Triggered by form submissions and stage changes, properties update automatically.

That lightens the load while standardising the data and preventing gaps.

Results: more efficient work, and decisions made on data
After adopting HubSpot, Somali has seen the following.
A substantial improvement in efficiency Candidate information sits in HubSpot contacts, so there is no more moving between tools to find things. Reporting is more efficient too. Conversions by source and the progress of conversations are visible on a dashboard, and

decisions are faster
.
Sharper marketing

Connecting tracking data with CRM data shows accurately which attributes are common among candidates who viewed which content.
Which channels and content deserve investment is clear, and optimising ad creative and newsletters is straightforward.
A way of working built on data

Automation through workflows has curbed missing fields and inconsistent wording, establishing a base for analysis.

Mailing lists are fresher, and the cycle of improving marketing runs more easily.

A comment from Somali Inc.
Somali Inc. said the following about the results.

“Managing everything from enquiry to placement in HubSpot has made sharing information between us straightforward.
We can also see which content is driving results, which has sharpened our advertising and newsletters.

They taught us how to use it carefully too, and we can now add and customise properties ourselves. Migrating let us build the efficient way of working we had wanted.”

NowVillage stayed with us kindly and carefully through the whole thing: discovery, requirements, design and making it stick.

What reassured me most was that they understood not only HubSpot but the structure of our business and how we think about KPIs.”

If you are using several tools inefficiently, or are unsure about the accuracy of your data, HubSpot may be the answer. NowVillage Inc. will listen carefully to your situation and propose the right solution using HubSpot. From designing an integrated data model through workflow automation and analysis to making it stick, we support an implementation that leads to results. Please take up NowVillage’s

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