AgencyBloc to HubSpot & Aircall Migration

Apollo Insurance Group provides affordable health coverage for individuals and groups. The organization fulfills it's mission to positively impact people's lives by saving them an average of 65% on medical bills each year.

Their staff was fulfilling their end-to-end business processes with a combination of AgencyBloc and HubSpot. Sales and service teams were facing a forced upgrade by AgenyBloc and thought HubSpot might have a better solution.

Apollo wanted to modernize its operations, leveraging automation to streamline operations. The team believed that efficiency gains in re-platforming to HubSpot and adding Aircall and Message IQ to uplevel their telephony and SMS capabilities would allow them to improve data integrity, and communications, and accelerate results.

Instrumental Group was selected to lead the implementation project to ensure Apollo's data and team were effectively replatformed.

Apollo had a series of needs to address and challenges to solve through the re-platforming project. Through the discovery and assessment of AgencyBloc, we identified some areas of deficiency and the need for additional capabilities. The implementation process would need to address the following gaps, needs, and obstacles:

The need to rearchitect HubSpot to meet the data structure and relationship management needs of a modern insurance group.
Recreate CRM to manage and reference critical associations between customers, carriers, policies, and agents.
Address gaps in telephony capabilities and reporting to aid agents and management.
Improve to fill gaps with commission management and reporting by solving through complexities driven from different carriers and policy reports to present agents and executives with a clear view of performance and earnings.
Add automation to streamline operations and reduce manual and duplicate entry, putting time back into the operation team's calendar.
Address data integrity issues with solid data structure and data cleansing.

System Design

As both a HubSpot Elite Partner and an Aircall Gold Partner, our approach maps requirements to ensure the successful implementation of the entire system. This 'measure-before-you-cut' approach validates the roles and data sync requirements for all technologies (both existing and new). The process also ensures all user needs are met and nothing critical gets left behind. The steps looked like:

A series of discovery meetings to identify priorities and critical requirements to fulfill job roles
Deep assessment of all software, data structure, and process documentation
User story development to map each role's responsibilities
Requirements mapping to detail data structure and configuration
Architecture map design to illustrate how data would flow end-to-end

With the entire system designed into a complex ERD to map data, actions, automation, and responsibilities along the entire customer journey, it was time to action the build plan.

HubSpot Configuration & CRM Development

HubSpot is the emerging leader in the CRM space and this can partially be attributed to their deeply configurable GUI. It's powerful and intuitive, preventing exhaustive implementation timelines and costs.

This HubSpot configuration focused on the complex data structure requirements to match AgencyBloc's setup for the associations required for the Insurance Industry in general, with heavy customization for their unique needs. On top of the standard HUB configuration items, Instrumental implemented:

Custom properties for contact, company, and deal records
Lead scoring and lead routing criteria
Custom deal stages in sales pipeline
Task automation to streamline the pipeline and handover
Email templates for common communication and injection into outreach sequences
Sales sequences to standardize sales outreach
Meeting links to speed up the sales meeting booking process and service team ticket response
Lead nurturing workflows to guide prospects through the sales funnel
Setup the shared inbox and notification preferences for the service team
Custom ticket stages in the service pipeline
Created and embedded a support form on the Apollo website
Recreation of 4 critical reporting dashboards with improved visualizations
Master reporting dashboard for executive insight into activity and performance

Commissions Tracking Implementation

Apollo's robust commission tracking needs was one specific area Instrumental set out to improve. The plan was to leverage the agency's Commissions for HubSpot App. The native in-HubSpot commission tracking capabilities were a perfect starting point. From there, we included their commission tracking and reporting criteria in our configuration plan, including the following implementation highlights:

Implemented HubDB to manage agent tier data and Carrier commission rates
Created Custom Objects to manage data for Policies, Carriers, Commissions
Developed an import process to sync Carrier commission statements into HubSpot in multiple formats (.xslx and .csv)
Created a total of 10 reports to track commission data for agents, carriers, and policy types

Aircall Onboarding & Integration

Aircall is a tremendously robust telephony solution that is especially powerful when paired with HubSpot. The integration between the two is truly unparalleled, as the partnership between the two SaaS solutions includes an extremely 'native' experience for agents.

The experience and capabilities were brought to life for Apollo primarily by the Aircall team. The Aircall dedicated Onboarding Specialist led the configuration, leading the team through the initial setup of users and features. Here's a list of the features activated:

Call recordings- perimeters or guidelines to store- have to keep recordings for 10 years
Tags mandatory (for reporting and triggers in Hubspot)
Analytics+
Regal for SPAM remediation
Utilizing click-to-dial and power dialer capabilities
Smart routing of queues to ensure top agents are rung first before reaching the overflow team
Conversation Intelligence- with HubSpot for AI
In-office and remote workers utilizing Aircall

Our team configured the native integration with HubSpot and the team was ready to activate when the rest of the system came together.

Message IQ Onboarding & Integration

Message IQ is SMS solution that offers features, tracking, and stats all inside of HubSpot. Again, this solution paired extremely well with HubSpot, offering an amazingly native integrated experience for Apollo agents.

The features and capabilities were brought to life for Apollo primarily by the Message IQ team. Here's a list of the features activated:

Ability to send 1:1, automated, and broadcast SMS from a Contact record
All messaging activity set up to be instantly captured on the Contact activity stream
Native ability to build SMS into HubSpot workflows simply & easily
Separate web app for remote operations
Link directly to HubSpot Contact record from web app-based conversations
Integration with Aircall, allowing phone calls and text messages from the same number
Automated messages for after-hours outreach and unsubscribe replies
Simple message template setup
Ability to send emojis and pictures via SMS
Hyperlink shortener to reduce character counts
Inbox filter by user or message status

Our team configured the native integration with HubSpot and the team was ready to activate when the rest of the system came together.

AgencyBloc Data Migration

The task of successfully extracting and migrating priority historical data was truly a team effort. Apollo's Director of Operations, Matt Brickley was the driving force for this effort. He took on the task of successfully exporting the data into a .XLS workbook.

Our Migrations Specialist, Ksenia Senkevich took it from there. She organized the data to match HubSpot's data import requirements, finalized the CRM fields for accurate mapping, and imported the data. After review and quality assurance began the decision was made to run another batch to bring in additional data. The delta migration was performed and HubSpot was filled with Apollo's relationships including Carriers, Prospects, and Customers.

Team Training for Activation

The final step in the project was to roll out to the team at Apollo set to operate in HubSpot. At Instrumental Group we have adapted our preferred method of Change Management, ADKAR. We customized the training curriculum to build awareness, create desire, develop knowledge, foster ability, and reinforce change and adoption. We accomplished these goals through a multi-faceted team training phase:

Sales & Service HUB Tour: We kicked things off with a full HUB tour to familiarize them with all elements of the Sales and Service Hubs. We demonstrated how the HUBs worked together with their existing Marketing HUB to present a fully connected relationship management system.
Role-Based Training: Our next step was to host two tailored training sessions with users on the Sales and Service teams respectively to train on adoption priorities, answer questions, and provide support. Each session included preparation assignments, including content to cover, resources, and desired impact.
Documentation: We were also careful to document the operating procedures for future access. We created a library of training resources for refreshers and employee onboarding. All documentation and training videos were labeled and filed inside their HubSpot file manager for fast reference.

As the Apollo team began operating in HubSpot it was time for support and optimization. Our team continues to stand by Apollo Insurance Group, supporting their team with a combination of system maintenance and execution support. The plan to help the team activate HubSpot for value includes the following:

Lead management mechanisms
Pipeline workflow automation
Contact status management and hygiene
Report validation and optimization
Extended user training and support
CRM development enhancements
Activation of productivity tools in HubSpot for Sales and Service seats

Insurance Broker Migrates from AgencyBloc to HubSpot

INTRODUCTION Health Insurance Broker reinvents sales & service efforts with HubSpot & Aircall.

CHALLENGES Complex data model and CRM development.

SOLUTION System design, configuration, and migration.