Case study · Effy
Effy: partner matching optimized by an advanced HubSpot architecture
Renovation requests were going unanswered for lack of an available contractor. Copernic designed a HubSpot architecture for Effy that spots uncovered demand and activates the right partners.
- Goal 01. Reduce leads left uncovered for lack of available partners in the area.
- Goal 02. Encourage partner contractors to expand their service area with personalized messages.
- Goal 03. Steer B2B matching with data.
The project
Plenty of leads.
Not always a contractor to take them.
Effy connects homeowners who want energy renovation work (insulation, solar, heat pumps…) with certified partner contractors. The B2B business, managing the lifecycle of these partners, runs on a dedicated HubSpot instance, separate from the B2C instance.
Low partner activity
Despite a steady flow, a large share of leads had no provider available in the area.
Little local visibility
Without structured data, there was no way to know where uncovered needs were concentrated.
Generic messages
Without concrete market data, it was hard to convince a partner to expand its activity.
Manual steering
Identifying priority areas and coordinating actions relied on manual tasks that could not be industrialized.
The architecture
Where is the uncovered demand?
Who can meet it?
Copernic designed a custom HubSpot architecture that centralizes geographic coverage, request volume and partner activity in real time. Every area, every type of work, every partner has its enriched record, ready for the business teams to use.
- An enriched database. Centralized data, updated in real time, segmented by geographic area.
- Marketing automation that speaks local. Each partner learns how many requests were lost near them, and for which type of job.
- Measured impact. Every triggered action is tracked through custom events: areas activated, leads captured, revenue generated.
- An architecture that scales. New types of work or new areas, with no extra development.
The mechanics
Every month, the same cycle.
Trigger, target, measure.
Trigger
Every month, the workflow targets pros with at least one active campaign and picks the priority type of work based on Effy’s goals.
Target
For each pro, the neighboring department that lost the most leads over 30 days, based on HubSpot custom objects.
Inform
A message built with real local market data goes out automatically to each targeted contractor.
Track
Each area expansion triggers a custom event: the link between message and conversion is measured.
Adjust
Results refine the rules by type of work and the trigger thresholds.
The results
More leads covered.
Fewer requests lost.
- A markedly higher coverage rate for inbound leads, thanks to automated area expansions
- Fewer leads lost for lack of an available partner in the area
- Personalization at scale: every contractor receives a message based on real local data
- Real-time steering and precise campaign attribution
- An architecture that can be replicated for new types of work, with no technical effort
Effy’s teams now evolve the strategy on their own. And the foundation is ready for what’s next: partner scoring, early detection of disengagement risk, sales offers tailored to each activity profile.
In their words
A relationship of trust.
From day one.
Attentive, available, skilled
“Copernic supports us with our marketing strategy & action plan on HubSpot! From recommendation to hands-on implementation (LPs, workflows, scoring...), our contacts are always attentive, extremely available and highly skilled on every topic […]. A real relationship of trust has been built with Baptiste, our main contact from the very beginning.”
Reviews translated from French
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