From Best Guesses to Data-Driven Business — Plugit’s Path to Modern Sales and Marketing

A Standard Solution Stands the Test of Time and Streamlines Deployment

Plugit wanted their CRM platform to be an “evergreen” solution: no customization or proprietary tweaks that fall behind as technology evolves. The entire system was built using HubSpot’s standard features and out-of-the-box integrations—for example, these included Plugit's WordPress-based website—eliminating the need for custom coding.

“Since there’s no custom code, the solution updates along with HubSpot, and maintenance isn’t left on anyone’s shoulders. It’s a cheaper and significantly more sustainable option for the client than customization,” says Niclas Reijonen, Hubit’s Sales Director.

Bringing Sales and Marketing Together

On the sales side, Plugit's HubSpot CRM solution covers the company's lead-to-order process. The implementation included configuring the CRM to align with Plugit’s segments and operating methods, setting up a best-practices-based sales pipeline, and integrating sales representatives’ activity data into the system and reporting framework. Lead management got its own dedicated workspace, separate from the actual sales pipeline, and we linked the lead process to a Vainu integration, through which prospect lists are transferred directly to the sales representatives’ unit-specific processes. We also built sales reporting views in HubSpot as per Plugit’s original requirements.

We implemented Marketing tools to build a seamless continuum into the sales process, following the same lightweight and practical approach. The website was redesigned using WordPress in collaboration with our partner MEOM and migrated to the plugit.com domain. The core of Plugit's lead generation system was built in HubSpot: contact forms for regions in three languages, from which leads are routed directly to sales reps via email and Slack notifications.

“I was already familiar with the combination of WordPress and HubSpot, and I knew it works seamlessly. Data has flowed between the systems without a hitch from the very beginning,” says Miira Leinonen, Marketing Lead at Plugit.

We created email and landing page templates for future content marketing campaigns and implemented HubSpot’s native social media automation for Facebook, Instagram, and LinkedIn,  along with a dedicated marketing reporting dashboard. The entire system is built on HubSpot's Professional Edition and integrates with Plugit’s Microsoft environment and WordPress site.

Better Decisions Start with Improved Visibility

Modern CRM isn’t just a tool that streamlines day-to-day operations; at its best, it gives the business the visibility needed to make better decisions and move in the right direction.

“Now we can forecast, plan, and manage sales smartly and efficiently. That’s what matters most to us,” says Engblom. Previously, decisions were made partly based on gut feeling; now every HubSpot user has a clear picture of where the business is headed.

One of HubSpot’s key improvements was incorporating sales rep activity data into reporting. This opens up a whole new way for Plugit to understand sales performance and make data-driven decisions. Lead management has also been moved to its own workspace, so it no longer interferes with the actual sales pipeline forecasts.

The benefits of HubSpot are also very tangible in day-to-day sales work. Meetings and emails are logged automatically, so salespeople no longer need to chase updates manually. 

“When someone needs to know what’s happening with a particular customer, they can just go check the system”, Engblom says. The new tools have been adopted quickly, with salespeople logging deals and activities from day one.

“From a salesperson’s perspective, the best CRM is one that doesn’t require extra work. When meetings, emails, and activities are logged automatically, salespeople have more time for customers, and management gets a reliable picture of where deals are actually headed. With Plugit, this was immediately apparent: deals and activities began to be logged on the very first day of use, which is the best possible sign of a successful implementation,” Niclas Reijonen from Hubit sums up.

Modern Tools that Prove the Value of Marketing

On the marketing side, Plugit uses HubSpot to especially support their lead processing and reporting. Leads are now routed to one central place and sent directly to salespeople, instead of being scattered across different systems.

“Our lead generation process is now seamless and works much better than before,” Miira Leinonen says.

The redesigned website and forms are already generating high-quality B2B leads directly for the sales team. Social media automation has become part of Plugit's daily routine, and the marketing dashboard makes results visible and measurable.

“In marketing, it’s absolutely essential to be able to measure results. Now we know where the leads come from, what happens to them, and what value marketing brings to the business,” Leinonen notes.

Moving Towards Data-Driven Sales and Marketing with Hubit's Support

Plugit continues to develop their HubSpot environment in collaboration with Hubit.
On the sales side, Plugit is focused on implementing additional features to get the most out of HubSpot with a business-first approach.

“For us, HubSpot is a system that collects data and makes it visible, giving us insight into our business and operations. Ideally, it should be almost invisible in our day-to-day work,” explains Katarina Engblom.

Technological developments and, in particular, the opportunities offered by artificial intelligence are closely monitored at Plugit.

“Our vision and goal is to take full advantage of technology, whatever that may mean at any given time—and AI, of course, plays a central role in that,” Engblom says.

On the marketing side, the focus is now on ABM marketing, nurturing paths, and content production.

“We now have a tool that enables efficient content distribution,” says Miira Leinonen.

“AI doesn’t replace a good process; it reinforces it. Both Claude and HubSpot’s AI features and agents are now developing at a rapid pace, and those with solid data and processes will be the first to benefit from them. At Plugit, this foundation has now been laid, so new features can be rolled out in phases as they bring genuine value to the business—not simply because they’re new,” comments Sami Akseli, Digital Strategist at Hubit.

Technology Supporting Business

Plugit's HubSpot implementation project was carried out on an exceptionally tight schedule. Success was ensured by a clear planning phase, consistent communication through daily meetings, and a strict scope with no deviations. The actual implementation was supported by three staff training sessions and a “hyper-support” channel during the first few critical weeks.

Plugit is extremely satisfied with the smooth collaboration and the fact that the planned schedule was met.

“We achieved exactly what we set out to do,” Engblom notes.

Plugit now has a modern, best-practices-based HubSpot platform that seamlessly supports both sales and marketing. With real-time visibility and modern tools, Plugit's business is now proactively and data-driven. For marketing, HubSpot’s tools enable efficient day-to-day operations and the ability to measure the value of work.

"For us, it's all about the business and our customers—not the systems. I want to take full advantage of modern technology, and that’s possible when our partner understands what that means to us: bringing best practices to the table, but not pushing us in directions we don’t want to go,” Engblom sums up.