Case study · Le CERAN

Le CERAN connects marketing and sales: every marketing action tied to revenue

There was no way to know which marketing action paid off. Copernic connected HubSpot Marketing to Le CERAN’s sales CRM to tie every campaign to deals.

• Goal 01. Measure the impact of marketing actions on deal generation.
• Goal 02. Simplify day-to-day marketing management by cutting the number of tools.
• Goal 03. Nurture leads and define when to hand them over to the sales teams.

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The project

Campaigns with no measured return.
A gray zone between marketing and sales.

Part of the Châteauform’ group, Le CERAN is a Belgian provider of language and intercultural training. Since 1975, its trainers have taught 11 languages with a focus on speaking and immersion, to adults, young people and employees of large companies alike.

What we did

A redesigned journey.
Then two tools that talk to each other.

Steering

Marketing sees sales.
And adjusts its actions.

Thanks to the sync, marketing teams see key sales data right in their dashboards:

• Deals created
• Revenue generated
• Lost contacts and the reasons why, to trigger follow-ups
• Sync rules defined property by property, designed for future needs (referrals, customer reviews)

Change management

Start from how people work.
Not from an imposed tool.

The connection had to respect sales reps’ habits in Microsoft Dynamics. On the marketing side, each audience has its own automated journey, with no overlapping scenarios. Marketing teams were trained on HubSpot, with these gains:

• Fewer forms to build
• Faster access to data
• A/B tests that are easier to run
• Fewer tools to manage: no more need for Swello for social media

Case studies

Other teams to align.
Other campaigns measured better.

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