The Challenge
An Outdated CRM Complicated the Customer Experience
Cold Jet puts recycled CO2 to work, helping customers solve their cleaning, surface preparation, parts finishing, and transport cooling problems with innovative dry ice solutions. However, their legacy CRM compromised their mission to provide safe, environmentally sustainable solutions.
The legacy CRM lacked the essential mobile functionality for its on-the-go sales team and could not integrate with their enterprise resource planning (ERP) software. Without this connection, teams faced extensive manual data entry, increasing the risk of errors and prolonging critical processes, like order processing and shipping times.
"Streamlined processes and data management are critical in the manufacturing industry, especially in a company as dynamic as Cold Jet," said Kevin Must, Director of Commercial Tech Stack. "We have a lot of moving parts across different departments, so having that transparency really impacts how quickly we can get our solutions into the field and out to new customers."
Cold Jet’s teams lacked real-time visibility into each other’s actions, making it difficult to coordinate everything from closing deals to shipping equipment. With disjointed data across multiple platforms, the result was untimely and often irrelevant customer communications—like sending training information for machines customers didn’t own. This disorganization led to customer frustration, lower satisfaction, and a decline in engagement, ultimately impacting the company’s ability to maintain strong customer relationships.
The Solution
Unified Systems for Faster, More Personalized Customer Outreach
Cold Jet addressed these challenges by implementing HubSpot Sales Hub and HubSpot Smart CRM, creating a unified platform for managing their customer data. This move immediately improved transparency and internal communication across departments.
"Our goal was to consolidate our systems, clean up our data, and ensure everybody was operating with the same information. This has made us more efficient and aligned as a team," Must said.
With HubSpot Sales Hub, Cold Jet’s sales team now handles everything—from lead management to deal creation, forecasting, and pipeline management—on one platform, simplifying and accelerating sales processes. Automated sequences enable the sales team to deliver timely, targeted, and relevant outreach based on customers’ interests and interactions, improving the relevance of communications.
With unified and accurate data in the Smart CRM, Cold Jet can access valuable insights into sales performance and customer behavior, enabling them to tailor communications and offer more proactive service. Today, they can anticipate customers’ support and maintenance needs, and customers receive faster, more reliable service.
"Having more visibility into projected or forecasted deals that are going to close in a certain month gives our operations team better insight into what product parts we should be ordering or making for stock, or what materials we should carry in different inventory locations around the world. That way, we can service our customers more quickly and get machines out into the field or repaired more quickly as well." - Kevin Must, Director of Commercial Tech Stack, Cold Jet
By combining automation with modern sales software, all powered by HubSpot’s Smart CRM, Cold Jet has become a more agile and trusted partner.This transformation has empowered them to deliver highly personalized experiences at scale, anticipating and meeting customer needs more effectively than ever before.
The Transformation
Streamlined Operations, Empowered Teams, and Satisfied Customers
Before adopting HubSpot, Cold Jet struggled with a legacy CRM that hindered marketing automation and disrupted coordination between sales and marketing. This inefficiency impacted their email campaigns, lead generation, and customer outreach, much like how order delays and data inaccuracies were affecting their operational efficiencies and customer satisfaction. After implementing HubSpot, they achieved:
- Unified data management: Integrating the CRM and ERP systems will improve transparency and reduce errors, leading to more accurate communications with customers.
- Mobile-friendly solutions: Busy sales teams gained access to HubSpot's Mobile CRM App, making it easier to work on the go and boost productivity.
- Automation and efficiency: Automated outreach and deal management cut first-touch lead outreach time by 66%, from 3 hours to under an hour, and they anticipate a reduction in order processing time from 45 minutes to just 10 minutes, a whopping 78%. These improvements significantly boosted Cold Jet’s ability to respond to customer needs promptly, leading to higher customer satisfaction and retention.
- Enhanced quoting accuracy: The DealHub CPQ integration enables easy and accurate proposal generation, minimizing errors and helping close more deals.
- Increased customer engagement: A proactive strategy promotes targeted services and helps Cold Jet meet customer needs.
- Customizable user experience: Unique dashboards and views for different departments promote easily accessible data.
- Enhanced reporting capabilities: Faster, more intuitive, and more powerful reporting capabilities provide easy access to business insights
"Now that we have connected inboxes, we're slowly getting more and more context into each of our customers, so that we have a greater picture of who we're serving on any given day," Must said. "Sales Hub helps us achieve a more tailored outreach to the customer."
As Cold Jet set out to revolutionize its customer engagement strategy, they partnered with Wendt Partners, a top HubSpot Elite Solution Partner renowned for their expertise in complex, global CRM implementations. Together they worked on:
- Seamless migration and integration: Transitioning from the legacy CRM to HubSpot’s platform, integrating with Cold Jet’s ERP system for improved data flow and accuracy.
- Tailored configuration: Customizing HubSpot’s features to meet Cold Jet’s specific operational needs, including UX enhancements and a phased roll-out for maximum impact.
- Global training and adoption: Conducting hybrid training sessions across Cold Jet’s US, Mexico, Canada, Belgian, Spanish, French, German, Polish, Japanese and Chinese teams to ensure successful system adoption and long-term success.
- Ongoing collaboration for continued success: Cold Jet continues to work closely with Wendt Partners to refine and enhance their HubSpot platform. This ongoing partnership drives faster time-to-market, smoother sales operations, and a unified strategy that keeps Cold Jet at the forefront of the dry ice solutions industry.
In the first six months with HubSpot, Cold Jet has been able to create 2,428 new deal. They have seen impressive growth in performance metrics, remarkable improvements in sales efficiency, and enhanced customer engagement with their HubSpot integrations. Sales Hub and Smart CRM has allowed the team to streamline their processes and better manage their sales pipeline, leading to more satisfied customers.
Today, Cold Jet’s customers enjoy a seamless, responsive experience, with faster service delivery, more accurate quotes, and proactive support that ensures their operations run smoothly and efficiently. Cold Jet’s use of Sales Hub and Smart CRM has transformed customer interactions, solidifying their reputation as a trusted manufacturing partner in their customers’ success.
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