Using data-driven insights to optimize processes - Sym & Thalox

The Challenge

Sym GmbH had a problem that many growing companies face - they weren't getting the most out of their marketing and sales tools. Even though they had HubSpot, their team was still doing a lot of things manually. They were reaching out to customers without really knowing who was most likely to buy or when to contact them, and their sales teams couldn't see the full picture of their deals. This meant customers got irrelevant messages, sales reps couldn't prioritize good leads, and leadership couldn't make accurate forecasts or tell which efforts were actually working. For a business trying to be seen as a leader in sustainable workspaces, having disorganized sales processes and guesswork marketing was holding them back. They needed to use their data better, get their sales activities organized in one place, and automate routine tasks so their team could focus on closing deals and customers could get more helpful communications.

The Solution

Based on Sym’s disorganized sales processes and manual marketing approach, Thalox built an integrated system that connected their existing HubSpot tools with proprietary AI technology that integrates directly into HubSpot to streamline everything into one organized, data-driven operation:

• HubSpot Marketing Hub

• HubSpot Sales Hub

• Machine Learning Models

• Predictive Analytics

1.  Analysis of Existing Customer Data and Segmentation

Thalox conducted a comprehensive analysis of customer data to gain a better understanding of customer needs and behaviors.

Using AI-driven algorithms, customers were segmented into different groups, allowing for the creation of personalized marketing strategies.

2. Implementation of a Predictive Analytics Solution

By leveraging Thalox (a solution for predictive customer engagement), Sym GmbH was able to predict the likelihood of customer interactions.

Example of predictive contact engagement results provided by Thalox.

This enabled targeted campaigns tailored to the specific needs of different audiences, significantly increasing conversion rates.

3.  Optimization of Marketing Automation

Thalox assisted Sym GmbH in automating HubSpot marketing processes.

Example of an email nurture workflow implemented on Sym's portal.

Through personalized email campaigns and an optimized lead nurturing strategy, customer retention was strengthened, and marketing efficiency was improved.

4. Enhancement of Customer Engagement

Thanks to data-driven insights, new touchpoints for improved customer communication were identified. Thalox helped optimize the customer journey by providing personalized content and relevant offers at the right time.

5.  Sales Pipeline Consolidation and Visibility Enhancement

Thalox worked closely with Sym GmbH to consolidate its HubSpot sales pipelines, ensuring a unified and structured approach across all business areas. This provided a clear overview of sales activities, allowing for improved forecasting, lead prioritization, and overall sales efficiency.

6. Reporting and Success Measurement

Thalox provided Sym GmbH with detailed reports and dashboards in real-time to measure the success of implemented measures.

Example of results provided by Thalox's Profiler feature.

Through continuous analysis, strategies could be iteratively improved and adjusted.

The Results

Through the collaboration with Thalox, Sym GmbH achieved the following results:

Enhanced customer retention through personalized communication.

40% increase in marketing team efficiency through automated workflows.

Improved data analysis and forecasting, enabling informed strategic decisions.

Increased sales efficiency by consolidating pipelines and improving visibility across all business areas.

The Impact

• The 40% efficiency gain freed up marketing team capacity to focus on strategic initiatives rather than manual tasks, enabling better use of human capital.

• While other companies in sustainable workspaces are still doing things the old way, Sym can actually predict what their customers want and when they want it. That's a huge advantage.

• Moving from generic communications to AI-driven personalization likely improved customer satisfaction and brand perception.

• This success gives them confidence and data to try even more advanced tools and approaches across their whole business. Plus, all that customer data keeps getting more valuable.

• Sales managers can finally see which opportunities are worth focusing on and which ones are just taking up time. No more wasting effort on deals that were never going to close.

• Leadership can now make realistic forecasts instead of guessing, which helps with everything from hiring decisions to setting realistic growth targets.

Conclusion

The partnership between Sym GmbH and Thalox demonstrates how data-driven marketing and innovative technologies can help companies better understand their customers and achieve long-term success.

With Thalox’s customized solutions, Sym GmbH used data-driven insights to optimize its processes for a digital strategy and took its customer communication to the next level.