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Requirements
Mapped functionality requirements across the business.
Case study
Bringing sales, marketing and customer data together
Smeg UK was working across a fragmented technology landscape with no central view of the customer. Six & Flow helped bring sales, marketing and customer data together in HubSpot.
The result is a more connected platform that gives teams better insights, stronger segmentation and more opportunities to personalise the customer journey.
The challenge
Bringing a fragmented stack together
Smeg UK was working with nearly 15 different systems, each serving its own purpose.
Without a central platform, customer data and insights remained spread across the business.
- Existing systems
- ~15
- Central platforms
- 0
Connecting sales and marketing
Disconnected data made it difficult to understand campaign performance and align activity across teams.
Smeg needed a shared platform for customer information, processes and reporting.
- Teams to align
- 2
- Unified platform
- 1
Connecting online and offline behaviour
Valuable customer data was also generated through physical stores, but these insights were difficult to use for segmentation and marketing.
Smeg wanted to connect orders, product ownership and customer activity.
- Data channels
- 2
- Customer view
- 360
A unified sales and marketing platform
Six & Flow implemented HubSpot as the central platform for Smeg UK's sales and marketing teams.
Four data syncs connect customer, order and product information, helping Smeg segment audiences and personalise experiences across online and offline channels.
Key elements
- Marketing Hub and Sales Hub
- Customer and order data integration
- Segmentation and personalisation
