The Partner
MountainWatch Travel is a specialist snow-holiday travel agency offering expertly curated ski and snowboarding trips across premier destinations in New Zealand, Japan, Canada, and the USA. With on-the-ground offices in Australia, New Zealand, and Japan, and now working in partnership with MountainWatch Travel, they bring over 20 years of experience to designing unique alpine experiences. They’re also the team behind the world-famous Snow Machine Festival in Queenstown and Japan.
Data Story Services
CRM Optimisation
Quick wins
Increased traffic from Email Marketing while keeping time on site identical
Increase in clicks/traffic from automated emails while improving spam, unsubscribed and delivery rate
Increase in email replies
The Challenge
Inconsistent HubSpot properties, broken workflows, and inaccurate deal data meant visibility across the funnel was nonexistent, ultimately leading to lost deals, unreliable tracking and inefficiencies in the sales and marketing processes.
Key CRM properties like “Destination of Interest,” subscription types, and unsubscribe lists were inconsistent or duplicated, causing workflow breakdowns, incomplete deal records, and difficulties managing automations.
Gaps in automations, insider guide flows, and post-purchase communications meant that leads were often lost, rebooking opportunities were missed, and remarketing audiences were not fully leveraged across other platforms.
Having multiple branches from the business in the same CRM, led to unclear pipelines, limited reporting on conversion, revenue, and booking sources. This made it hard to track performance and optimise sales and marketing strategies.
The strategy
We optimised HubSpot’s core setup and data management. Including enhancing automations and marketing journeys, strengthening sales pipelines, reporting, and documentation. This saw an improvement in workflows and staff onboarding.
What we did:
Optimised the HubSpot Core Setup & Data Management
We resolved confusion and inefficiencies within HubSpot’s core setup by restructuring data management and subscriber workflows, as well as introducing business units to give MountainWatch Travel a single source of truth for customer data.
Enhanced Automations & Marketing Journeys
Upon auditing the current automation setup, we uncovered errors and missed opportunities. Delivering a clear, structured automation framework allowed them to align marketing goals.
Strengthened Sales Pipelines, Reporting & Documentation
Optimised deal pipelines, related automations, and reporting while developing clear documentation to simplify troubleshooting and onboarding for new staff members.
Optimised the HubSpot Core Setup & Data Management
We resolved confusion and inefficiencies within HubSpot’s core setup by restructuring data management and subscriber workflows, as well as introducing business units to give MountainWatch Travel a single source of truth for customer data.
Enhanced Automations & Marketing Journeys
Upon auditing the current automation setup, we uncovered errors and missed opportunities. Delivering a clear, structured automation framework allowed them to align marketing goals.
Strengthened Sales Pipelines, Reporting & Documentation
Optimised deal pipelines, related automations, and reporting while developing clear documentation to simplify troubleshooting and onboarding for new staff members.
The results
We enhanced HubSpot by cleaning contacts, redefining lifecycle stages, and streamlining deal automations for improved data accuracy and marketing efficiency.
We made a series of improvements in HubSpot to enhance data accuracy, marketing efficiency, and overall system usability. We started by cleaning up contacts and redefining lifecycle stages to ensure consistent categorisation and reliable reporting. Past deals were updated for accurate data, and deal automations were reviewed to streamline workflows.
We also tidied up old forms, centralised key properties, and used business units to segment contacts across different branches of the business, simplifying list management and reporting. In addition, we reduced the number of subscription types and created new dynamic lists to support the content team with targeted email marketing and more precise retargeting.
Finally, we set up new reports to give better visibility into performance and engagement.
Key Takeaways
- Prioritise more frequent & targeted emails over mass emailing.
Sending smaller, highly targeted emails to specific audience segments is far more effective than generic mass campaigns. Tailored messaging increases engagement, strengthens customer relationships, and improves conversion rates by delivering relevant content at the right time.
- A solid, up-to-date documentation about your CRM & automations is key to feeling in control.
Clear documentation of your CRM setup, data flows, and automations ensures your team understands processes, can troubleshoot issues efficiently, and can onboard new staff quickly. It also reduces errors and builds confidence in managing complex systems.
- There’s always space for more automation, even if it’s to help pinpoint where human intervention is needed.
Automating repetitive tasks and workflows not only saves time but also highlights exactly where human attention is most valuable. This balance ensures efficiency, consistency, and improved overall performance without losing the personal touch where it matters most.
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