Established in 1968 in Liverpool, Eldapoint is a leading UK manufacturer of portable steel buildings and shipping container conversions.

With over 55 years of expertise, they serve diverse sectors including construction, education, healthcare, retail, and renewables with bespoke modular and container modifications. However, having been formed through the acquisition of four companies, Eldapoint faced significant operational challenges due to disparate systems and processes across its business units.

The big ‘A-Ha’ for Eldapoint was trying to pull together the data from these different business units and bringing them together for a unified view of the group. They realised the amount of time it was taking them to report on business performance and the opportunity being lost due to their manual processes.

We recognised immediately the need for a group-wide implementation of HubSpot, primarily for the operational efficiency it would provide, but also the opportunity to grow the business by having a single view of the customer, enabling them to be able to serve them more efficiently and to identify cross-sell opportunities between business units.

The Challenge

Having been formed through the acquisition of four companies, Eldapoint faced significant operational hurdles as each business was ‘stuck’ in the way they worked.

An audit of their existing systems showed:

Disjointed systems and processes across business units - with each operating independently.
Overreliance on handwritten quotes and spreadsheets leads to errors and data silos.
Marketing and sales processes were entirely manual and outdated - lacking integrated lead generation, scoring, and handover procedures.
Sales enquiries and quotes were often left untouched resulting in lower-than
Monthly reporting consumed up to 14 man-weeks of effort each month and often led to inconsistent and incomplete reports.
Decision-makers lacked real-time data and insights to make prompt, informed decisions.
Operational inefficiencies, duplicated efforts, and administrative burdens affected customer satisfaction.

They had a large amount of data that they could use to cross-sell, provide better customer service and share efficiently across all businesses - but just not the infrastructure to visualise or execute it:

“The main problem was pulling the information from each of the individual companies, bringing that together for weekly reports to the board, to the shareholders, and it was taking a lot of time, a lot of management, and the information was presented differently in different formats."

- Jonathon Phillips, Group Commercial Director

The Solution

Eldapoint understood that they needed to digitise in order to streamline their operations, marketing, sales and reporting. They wanted a solution that was complex enough to deal with the nuances of their business, but simple enough for the end-users to learn and understand.

So we got started.

The strategy involved a deep discovery phase, conducting a six-week analysis with each business unit to understand specific pain points, and developing a roadmap for integration.

This detailed strategy and roadmap outlined the requirements, timelines, and best practices for integrating and standardising Eldapoint's marketing, sales, and operational processes.

During this phase of the work, we also specified the Hubs needed and facilitated the HubSpot subscription.

Following this, we developed a prototype version of the Marketing and Sales Hub, which we then tested and migrated to the live environment, including:

Marketing Hub, integrated with multiple websites
Migrating contacts, company and deal data from multiple sources into HubSpot Smart CRM database to support multiple business units
Introduction of lead enquiry and generation forms to capture new enquiries from multiple websites
Development of workflows and lead scoring to allocate leads to correct owners
Setup sales pipelines to track from enquiry to quote to close
Setup of a single view of the customer for the whole business with proper data governance, GDPR compliance and security
Setup of HubSpot dashboards and reports that gave real-time reporting

Crucial to the success of the project was a phased rollout approach, focusing on each unit sequentially over a seven-month period. We supported them with extensive training to ensure the adoption of HubSpot, considering many team members were unfamiliar with

CRM the systems and had only used manual processes previously.

The Results

The impact of using HubSpot for Eldapoint has been extraordinary.

At the beginning of the project, the aim was to improve operational efficiency so that they could improve customer experience/satisfaction and sell more effectively across the group.

Here are the results we saw:

The number of quotes issued per month doubled from 150/month to >300/month.
The quote win rate 5 months after going live increased to 51% from 20% in the prior year.
Average number of deals closed per month increased 5x on the prior year.
Monthly reporting time reduced from 14 man-hours to just 15-30 minutes.
Sales velocity increased to £134k in 5 months after going live compared to £124 in the prior year (up 8%).

The substantial operational efficiencies achieved, along with improved sales processes and opportunities for revenue growth, indicate a strong ROI.

The Impact

“Now that we've got HubSpot installed, it's there. It's live data. It's a click of a button, the time saving and the quality of the data being recorded is night and day to where we were. It’s been absolutely fantastic"

- Jonathon Phillips, Group Commercial Director at Eldapoint

"It used to take them, I would say, a minimum of 14 man-hours per month to generate a sales report at a group level that gave them at best 30% of what they wanted... whereas now, Johnny spends fifteen minutes to half an hour producing a board pack.”

- Chris Coan, Consultant to Eldapoint

We loved seeing the impact that HubSpot had on Eldapoint’s business.

When we first started working with them, we encountered a group that had all the passion and drive but needed the right tools to unlock their full potential.

Now, with HubSpot, they are set up to move forward as a business, with every employee bought in and onboarded on their digitisation journey.