Insurance Carrier Migrates from Salesforce to HubSpot, Integrates Policy Administration System
Pharmacy Mutual Insurance Company integrated its Policy Admin System to ensure accurate data sync with HubSpot.
INTRODUCTION National carrier reinvents business development strategies with HubSpot.
Pharmacist Mutual Insurance Company has provided specialized insurance solutions backed by solid industry insight to independent community pharmacies and related healthcare risks since 1909.
The PHMIC staff was considering an investment into CRM when they began evaluating Salesforce Sales Cloud and HubSpot. As a current Salesforce Marketing Cloud client, a move to Salesforce was clearly the path of least resistance. They were comfortable in Marketing Cloud and knew Sales Cloud could serve the needs of the 70+ person sales staff.
Why would they even entertain a move to HubSpot?
CHALLENGE The need for a consolidated communications.
Pharmacists Mutual Insurance Company had invested in software to help its team perform, but the stack lacked functionality and left teams siloed. They were looking for opportunities to streamline and consolidate. The team was looking to HubSpot to provide a single source of truth for marketing, sales, and service teams to manage relationships and communication. Our team set out to help them overcome a list of challenges including:
- A lack of a CRM left the 70-person sales team with no place for sales to manage relationships and opportunities.
- The need to accommodate two distinctly different sales motions with the ability to support outside agents.
- In need of a solution for social posting and community management.
- Desire for increased productivity and efficiency found in a single software solution.
- Desire to learn and be hands-on with the migration and recreation of marketing assets.
- Provide the service team the ability to expand capabilities to identify inbound callers, create tasks, manage tickets, and route to internal resources.
SOLUTION Coordinated Discovery & Requirements Mapping
PHMIC needed help carefully coordinating a multi-faceted implementation project that would ensure operational capabilities for multiple teams. The team, data, and software all needed to come together for an effective and seamless transition. A summary of the collaborative implementation plan included:
- Onboarding and role-based team training for marketing, sales, and customer service.
- HubSpot configuration for Marketing and Sales Hubs, empowering fast activation.
- Salesforce Marketing Cloud migration with the recreation of all live assets.
- Policy Administration System integration to establish a dynamic data sync.
Successful implementations start with a great discovery and requirements mapping cadence. Our team led a series of three calls to define the configuration, migration, and integration requirements.
- Consulted on business goals and priorities
- Discussed the handoffs from marketing to sales to service
- Discussed best practices around system alignment
- Conducted process mapping
- Defined the technical solution architecture
- Developed a business workflow diagram
With a complete set of requirements in hand and approved by PHMIC, the Instrumental project team was set to move into implementation.
Onboarding HubSpot's Enterprise Suite.
Instrumental Group has a dedicated team for HubSpot Onboarding and offers a host of services to help new customers activate their new HubSpot license quickly. Our HubSpot Success Managers (HSMs) are Master Training Certified by HubSpot themselves, ensuring they have a well-rounded and complete understanding of the entire HubSpot Suite. We introduced the PHMIC services team to their dedicated HSM and set forth to complete the following steps.
- Kickoff and Goal Setting: We begin all onboarding projects with a dedicated kickoff call. The call covered introductions, the roles and responsibilities of each stakeholder, the project's priorities, and areas of focus for subsequent training calls.
- Global License Configuration: We offer to pick up all the initial settings and global configurations on new HubSpot licenses. We started with a workbook to ensure we had the proper branding elements, then jumped in to set up the Enterprise HubSpot features to ensure their instance was ready for customization.
- User permission, teams, views, and seat-based plugins
- SSO setup
- Primary license brand elements
- System settings, subscription center, compliance
- Website integration to pull all web consumption into HubSpot
- Template Setup & Styling: One of the big value-adds we offer new Marketing license owners is build-ready theme templates for landing pages and emails. We started by migrating and styling these templates to match the Pharmacy Mutual brand elements.
- Software Orientation Training: Our HSM led a series of role-based trainings to team different team members how to leverage HubSpot with their roles.
- Two dedicated trainings on the Marketing Hub
- Three dedicated trainings on the Service Hub
- One dedicated training on the Sales Hub
- Project-long User Support: Our HSM also reviewed early progress, offered advice and direction, and set up their first training call. A master training dashboard was built in HubSpot to house helpful resources and training recordings. This one-stop shop was developed to ensure the PHMIC team had everything they needed to execute their job roles confidently in HubSpot.
Configuring HubSpot for Sales & Marketing.
With the completed design phase we were ready to move into configuration. This phase was about leveraging the native capabilities of the HubSpot CRM Platform along with the included Hubs. Codeless setup of the environment to meet the specific needs of Tagboard's team.
- CRM Development: We configured the CRM with pipelines, custom properties, record layouts, lead routing, automation workflows and custom views.
- Sales Enablement: We helped the sales team get up and running by implementing sales sequences, email templates, loading sales documents, and setting up meetings.
- Marketing Automation: We setup the foundational marketing elements including database segmentation, subscription center, and conversion paths with auto-response workflows.
- Service Implementation: The PHMIC team chose to configure Service Hub, working through preferences for help desk, ticketing pipeline with automation, knowledgebase, conversations, a service bot, shared inbox, and a customer surveys.
- Reporting Dashboards: We configured two master reporting dashboards with report modules that dynamically pulled in target KPI data to visualize goal performance for the sales and marketing teams.
Salesforce Marketing Cloud Migration.
The marketing team had developed a large list of marketing assets while working in Salesforce. They also had a list of live emails, forms, and landing pages that needed to be rebuilt and verified prior to the switch to HubSpot.
Because the team preferred to learn and build their own assets we suggested a blend of training and support. After our team migrated and styled the landing page and email templates, we trained their team during the software orientation calls.
As they began rebuilding the list of priority assets, our team leveraged a flexible migration support block to help the team get over the finish line within the project timeline.
Salesforce Sales Cloud Migration.
Our ability to migrate both hard and soft data out of Salesforce so quickly was fueled by our own application. Our Salesforce data migration software was built specifically to move large, complex data and history out of Salesforce.
- Step 1: HubSpot Field Mapping: We started with an audit of the existing SFDC environment to identify all required fields for migration. Then we configured HubSpot to match, ensuring the ability to migrate successfully.
- Step 2: Data Migration: We leveraged our custom Salesforce to HubSpot Data Migration App to migrate all earmarked hard and soft data out into HubSpot. Our product team built the app to seamlessly extract all earmarked data and port it into the proper fields while maintaining data associations between objects. The entities we were able to migrate include:
- Contacts, company, and deal records accumulated over 6 years of operations
- All notes, meetings, calls, tasks, emails, pipelines, properties, attachments and record owners
- Step 3: Validation and Testing: We reviewed the migrated data together to ensure accuracy. Everything checked out, and the data was successfully moved into HubSpot in the proper fields.
Integrating The Policy Administration System.
PHMIC determined an ongoing data sync between HubSpot and its Policy Administration System would keep the team informed with up to date data and reduce burdensome duplicate entry. The fact that the Policy Administration System was a proprietary system meant the IT team would need to be heavily involved in this element of the project. With intimate knowledge of the inner workings of the system the were the best choice to complete the API work.
As requirements came together in discovery, the field requirements were completed within the configuration. With the proper fields to land the data in place, the integration work was completed directly by the PHMIC IT team.
"HubSpot has been a wonderful addition to our organization. The CRM is extremely robust, yet intuitive and easy to use thanks to the implementation support from Instrumental Group. Our team got in and up to speed quickly, and performance continues to improve."
Sandy A. Ulrich
EXTENDED SUPPORT Flexible support for successful activation.
As the PHMIC team began leveraging HubSpot, Instrumental Group moved into a support role. The flexible optimization plan was managed to support the staff by maintaining HubSpot. System administration, extended team training, hygiene and cleansing, and ad-hoc marketing support were all prioritized week by week.
As the support term neared 12 months, the team identified an opportunity to redesign the website in HubSpot CMS. With that project pending launch in Q1 of 2025, the team continues supporting PHMIC's marketing objectives within the original flexible support plan.