Customer Journey + Workflow Automation Streamlines Sales Cycle for Legal SaaS

The Casetext team was in the midst of rapid internal and external growth and needed a HubSpot Solutions partner to drive their aggressive business goals. Already equipped with HubSpot’s Marketing and Sales Hub Enterprise, as well as Operations and Service Hub Professional, the Casetext team had a powerful technology they weren’t sure how best to utilize.

Sales and Marketing teams were using ChiliPiper forms, Google Places, and HubSpot to manage the sales cycle — but without automation or integrations in place, the process was disjointed and the team was missing sales opportunities as a result. While email workflows were active, they were not optimized to move prospects through the sales funnel.

Casetext needed to find a better way forward to keep up with its team and customer growth. Specifically, they were in search of a way to:

Build a sales funnel to engage both individual attorneys and enterprise law firms
Improve email workflow automation and security
Automate and streamline trial and demo sign-ups
Gain better cross-departmental visibility and upsell / cross-sell efficacy

Mole Street’s senior HubSpot consultants began by auditing the company’s existing processes, HubSpot portal, and sales and customer journeys. From there, our team identified and implemented additional solutions within HubSpot to support Casetext's Sales and Marketing teams.

By fully integrating Google Places, ChiliPiper, and HubSpot their team now has an automated trial and demo sign-up process complete with lead rotations to enable every lead who completes a form to be contacted within one hour of submission.

Since the integration was implemented, 263 new customers and $353,271 in revenue has flowed through.

As a legal SaaS, Casetext’s target audience is comprised of attorneys and enterprise law firms and requires an elevated level of sensitivity pertaining to customer data. Mole Street embarked on a 40-day Internet Protocol (IP) warming process for marketing and transactional IPs. This allowed Casetext to send emails through HubSpot’s IP leading to better email deliverability and data security.

Since the work was completed, Casetext has experienced a 15% lift in Click-Thru rates.

Mole Street also supported a GoTo Webinar integration project.