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12Build takes their lead and opportunity process to the next level with HubSpot CRM.

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SAAS

CHALLENGE
A central customer view was lacking, resulting in different business units operating separately from each other. This led to a limited grip on both company growth and internal processes.

RESULT
From reactive to proactive sales: enhanced collaboration between Marketing and Sales, real-time insights, and a future-proof organization.

KEY PRODUCT

HubSpot Enterprise Suite

https://12build.com →

Chapter I: About 12Build

About 12Build

12Build is the platform for requests for quotes within the construction industry. With thousands of connected parties, 12Build facilitates communication between contractors, suppliers and subcontractors on a daily basis. By making digitization central, the company aims to increase both efficiency and insight into the complete commercial process.

The challenge

12Build's sales team was working with several separate systems, including Pipedrive, Planhat, Tableau and Airtable. This created:

  • A lack of one central customer view
  • Inefficient account management in sales pipelines
  • Limited collaboration between marketing and sales
  • A conversion rate of only 20% from SQL to deal won

This fragmentation created inconsistencies in customer data, less strategic decision-making and lost marketing insights.

The solution

Together with Webs, 12Build initiated an intensive CRM implementation process based on HubSpot Sales Hub. The focus was on:

1. One holistic customer view

All customer data was migrated to HubSpot. Through thorough data mapping and cleansing, 12Build now had one central place for contact, deal and business information. This created the coveted 360-degree customer view.

2. Smart process design

The sales team now works according to a defined lead management and pipeline process in HubSpot. Each stage - from Subscriber to Closed Won - is clearly defined with clear triggers, actions and playbooks. Custom features such as "SDR Owner" and hyperlinks to Tableau and the 12Build backend are also integrated.

3. Stronger collaboration marketing & sales

Thanks to the use of a single platform, the lead scoring model is automatically linked to lifecycle stages. This creates smooth transitions from MQL to SQL, supported by SDRs and automatic notifications.

The result

Together with Webs, 12Build initiated an ambitious transformation to take its commercial processes to the next level. The route: a thoughtful implementation of HubSpot CRM, focused on both efficiency and strategic insight.

In three months, we realized:

1. One central platform for all marketing and sales activities - from lead to customer, including a 360° customer view

Smart, scalable processes with clear lifecycle stages, playbooks and automatic notifications 2.

3. Seamless collaboration across teams, with leads moving fluidly from marketing to SDR and sales

Optimized pipeline management, with clear filters, half-stages and dashboards that drive value, momentum and conversion around business processes (general- and subcontractors) 4.

Thanks to tight project management and a phased approach ("Targeting - Setting up - Implementing"), 12Build managed to successfully replace its fragmented tools (such as Pipedrive, Airtable & Tableau). At the same time, collaboration was strengthened and strategic insight into customer data, conversions and forecasting grew.

The future

The implementation of HubSpot does not mark the end, but rather the beginning of a new chapter for 12Build.

With HubSpot as its digital foundation, 12Build can move faster, sell more strategically and further strengthen its customer focus. The organization is now not only scalable, but also ready to realize its commercial ambitions - at home and abroad.

The foundation is in place. It's time to build. 

Also ready to future-proof your business with a scalable commercial approach?

Plan a discovery call

 

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