TripleDart's Integrated Approach to Website Analytics, CRM Onboarding, and PLG Motion

Overview

Kula is a successful outbound recruitment automation platform that helps recruiters source and engage with passive candidates. They use a chrome extension to source candidates from platforms like linkedIn, gitHub besides others and engage with them across multiple channels. This includes end-to-end automation on InMails, emails and connection requests with AI personalization and diversity reporting.

The partnership between Kula & TripleDart has been ongoing forever and a day with stellar collaboration. As they were going live with the free trial, they reached out to TripleDart seeking support for tailor-made RevOps services. They specifically sought help on Website Analytics, CRM Onboarding and setting up their PLG motion.

Problems:

• As a budding startup, their workflows and integrations were nascent and lacked a single source of truth across all channels
• Migrating the vanity metrics into organised data dump was time consuming
• Defining ownership for their internal marketing, sales and support teams and setting up the workflows based on their requirements within a month was taxing as they were due for the launch

Challenges:

Website Analytics

• Kula witnessed significant website traffic but lacked predictability on user behaviour thereby, resulting in vanity metrics as opposed to a forecast on growth
• There was no historic data to derive which channel, page, content category, geography is bringing higher conversions.

CRM Onboarding

• Their sales activities were scattered across multiple engagement tools besides their CRM. TripleDart team reviewed & removed adhoc tools and centralised hubspot to solve those use cases
• Inbound leads routed to HubSpot were not assigned to contact owners with any specific logic on timezone or the channel. This resulted in leads slipping through the Sales team’s efforts
• The contacts were not categorised or labelled which made it complicated to analyse the historic data or draw any actionable insights

PLG Motion

• They took over the PLG approach and went live with their product by promoting a free trial. However the team wanted to measure and forecast PLG without purchasing a dedicated PGL tool.
• Given that their free trial volume was high, they wanted to define "Product qualified leads" based 
on the activities that they were doing within the product and assign them to sales team accordingly

Strategy:

Website Analytics

• The Kula team had multiple lead-gen forms on their website. The TripleDart team categorised all 
their forms and brought the conversion actions ito GA4 using Google tag manager
• To analyse the user behaviour in detail, our team had created micro conversion events like gauging scroll depth, in-app onboarding video watch duration, sliding form movement and more
• We have created significant GA4 audience data to analyse their behaviours and created interactive dashboards to analyse the upcoming data

Hubspot Onboarding

• We kickstarted with reviewing all the additional tech stacks that were added on Kula’s website and eliminated the tools that can be replaced with Hubspot features
• Decluttered the existing data and defined qualifying criteria for marketing & non marketing contacts
• We also developed a workflow to automate lead assignment and transfer based on the agreed logic
• Besides this, we also implemented custom dashboards within the crm to help organise the data without manual work
• We then curated a workflow that creates deals in a specific pipeline and updates the lifecycle stage and lead status based on the deal pipeline movement

PLG Motion

• Since Kula team did not want to add a PLG tool to their stack, we tailor built hubspot workflows to track PLG motion
• We used Segment to pass product data & trial user life journey onto hubspot as defined properties
• Followed by this, we created workflows to define ‘PQLs’ from the free trial and assigned them to 
the Sales team to promote conversions.
• The product data culled from Segment helped the sales team to personalise their reach outs to the PQL leads by insisting them to explore the product to the fullest thereby, promoting the SQO pipeline

Results

• Precise reporting
• Insightful dashboards
• Automated lead routing