Plan Writers Case Study

Using a custom integration between JavaScript, Google Apps Script, and HubSpot API, InboundAV updated The Plan Writers’ lead tracking process to automatically sync their core lead tracking spreadsheet directly within HubSpot. Following a more effective data flow for leads, InboundAV developed a workflow including comprehensive lead engagement and follow up strategies, from copywriting, to set up, to testing.

The result was a more efficient, streamlined, and accurate lead tracking process centralized within the HubSpot CRM, followed by a significant increase in qualified leads and lead conversion rates, and a decrease in time for lead response and data entry.

About The Plan Writers

Based in Los Angeles, CA, The Plan Writers is a business consulting firm specializing in writing business plans to startups. With many startups struggling to keep up with growing pains, The Plan Writers offer the opportunity to outsource business plan development to trusted experts, allowing the startups to spend more time setting their goals into action.

Industry: Business Consulting

Company Size: Medium–B2B

Location: Los Angeles, CA

Platforms and Apps Used:
sales HubSpot Sales Hub Professional
marketing-2 HubSpot Marketing Hub Professional

Google Suites
JavaScript
Zapier

The Challenge

The Plan Writers meticulously tracked and managed lead data, including contact information and detailed notes, within a central Google Spreadsheet. Syncing this data to HubSpot, however, proved tedious. Any new lead entered into the spreadsheet necessitated a manual entry of the same information into HubSpot. Moreover, any notes appended to the tracking spreadsheet about a lead were not always transferred to HubSpot.

Along with the need to improve their data flow, The Plan Writers also sought to more effectively engage with the leads they were entering into their HubSpot database. The Plan Writers needed to follow a streamlined data sync with a reinvigorated lead engagement workflow that aimed at improving conversion and retention rates.

The Solution

By leveraging a combination of JavaScript, Google Apps Script, and HubSpot’s API, InboundAV created a custom script to integrate a data flow from the source spreadsheet into HubSpot. This involved implementing a function that checks cells within the source spreadsheet for changes, automatically triggering action within HubSpot when specific cells in the source spreadsheet are edited. If any updates are made to the spreadsheet that are not already present in HubSpot–including new contacts added, contact information edited, or contact notes added–the script then automatically transmits these updates to HubSpot, either adding a new contact or updating an existing contact’s information. Now, any modification made in the spreadsheet is automatically transmitted to HubSpot.

In addition to updating contact data, the script works to update deal data in Sales Hub, including associating deal IDs with contacts and appending deal notes within the CRM. Seamless integration through the HubSpot API ensures consistent communication between the Google Spreadsheet and HubSpot CRM to update any changes to contacts and deals in real-time.

Ultimately, the integration paved the way for lead data that was not only accurate, but actionable. The next step in InboundAV’s HubSpot strategy involved developing a workflow that would continue to engage leads beyond their first touchpoint with The Plan Writers. Lead engagement was carried out through email workflows in Marketing Hub, creating a sequence of 3-4 emails for each of Plan Writer’s 6 unique services offerings, increasing opportunities to communicate with leads about their specific interests.

Working closely with The Plan Writers to achieve a content strategy that aligned with their business identity and goals, InboundAV developed email sequences from the ground up, from building automated workflows, to copywriting, to designing and building an HTML email template.

The Plan Writers Gains Higher Data Accuracy, Increased Conversion Rates with HubSpot

17%

20%

20%

2 day

3 minutes

“In a marketplace where finding a reliable and high-caliber agency can be challenging, InboundAV stands out. I am grateful for their dedication and consider their services not just a simple engagement, but a pivotal component in the success and growth of my business.”

About The Plan Writers

The Challenge

The Solution

“The script acts as a linchpin for maintaining data consistency by synchronizing spreadsheet changes with the corresponding records in HubSpot, thereby optimizing the workflow for managing customer and deal information.”

Results

17%

20%

20%

2 day

3 minutes

About InboundAV

Eliminate friction and increase speed
for your marketing, sales,
and customer service teams. →

The Plan Writers Gains Higher Data Accuracy, Increased Conversion Rates with HubSpot

17%

20%

20%

2 day

3 minutes

“In a marketplace where finding a reliable and high-caliber agency can be challenging, InboundAV stands out. I am grateful for their dedication and consider their services not just a simple engagement, but a pivotal component in the success and growth of my business.”

About The Plan Writers

The Challenge

The Solution

“The script acts as a linchpin for maintaining data consistency by synchronizing spreadsheet changes with the corresponding records in HubSpot, thereby optimizing the workflow for managing customer and deal information.”

Results

17%

20%

20%

2 day

3 minutes

About InboundAV

Eliminate friction and increase speed for your marketing, sales,and customer service teams. →

Eliminate friction and increase speed
for your marketing, sales,
and customer service teams. →