About the Client
Company: Isure Insurance Inc.Industry: Insurance
Organization Type: Canadian insurance brokerage
Key Systems: HubSpot, CallRail
Relationship: Multiple engagements, from initial implementation through ongoing optimization
Case Study Highlights
- Implemented HubSpot around isure's existing process, including intake for emailed online-quote summaries and inbound calls
- Built a parser, outbound call tasks, and dedicated workflows for leads from a larger insurance partner
- Improved lead-source tracking with more efficient tagging and aligned CallRail source fields
- Built lead routing, task automation, and management, executive, and hygiene reporting
Based in Canada, Isure Insurance Inc. is an insurance brokerage that invests heavily in digital marketing. When the team decided to bring in a CRM, the goal was to connect that marketing activity to what was happening in sales. HubSpot referred the brokerage to several partners, and after reviewing their proposals, isure chose Unlimited Tech Solutions.
Isure was one of Unlimited's first clients. Since that first project, the brokerage has come back to Unlimited three or four times as its needs have changed.
The Starting Point
Many of isure's leads came in as emailed summaries from online quotes or as phone calls, so the brokerage needed HubSpot set up around those specific intake paths. The goal was for HubSpot to fit isure's process, not the other way around.
What Unlimited Delivered
1. Initial HubSpot Implementation
Unlimited took isure through the HubSpot setup, with a specialist guiding each module. The team documented isure's requirements, mapped the process, defined the fields needed, and built an intake for both emailed quote summaries and inbound calls, including a parser for isure's online quote tool (WebRater). Unlimited also set up the initial reporting, and the system was up and running in relatively little time.
2. Process Mapping, Workflows, and Source Tracking
In a follow-up engagement focused on refining processes, Unlimited mapped isure's processes on a whiteboard so the team could see how leads moved through the business, and built many of the workflows and triggers in the system. Two examples:
- More efficient source tagging. Unlimited replaced an always-running tagging process with a two-stage process that only runs when a record doesn't already have a tag.
- Aligned source fields. Leads from CallRail stored marketing source data in different fields than form submissions did. Unlimited built logic that copies the CallRail values into the standard fields when those are empty.
3. Partner Lead Intake
When isure began receiving leads from a larger insurance partner, it moved from one lead stream to several. Unlimited modified the email parser to take in the partner's leads, created the outbound calling tasks, and put those leads into their own workflows so they could get different treatment, such as a different call script. The result was a smooth process for taking in and working the partner's opportunities.
4. Automation, Reporting, and Enablement
- Lead routing and task automation, much of it built by Unlimited.
- A voicemail follow-up drip campaign, set up with Unlimited's help. When an advisor leaves a voicemail, the prospect is automatically enrolled in a three-email sequence over the following days.
- Management and executive reporting.
- Hygiene reporting that highlights when records aren't being worked the right way.
- Lifecycle stage guidance. In the most recent engagement, Unlimited helped isure understand how lifecycle stages work and create new ones.
- Strategic audits, optimization, training, and support.
Results
Intake built around how isure works
Unlimited-built intake brings emailed quotes, inbound calls, and partner leads into HubSpot, each with its own tasks and workflows.
Cleaner lead-source data
Tagging runs only when it's needed, and source data from CallRail calls and form submissions now lands in the same fields.
Automated follow-up
Call tasks are created automatically, and prospects who get a voicemail receive an automated email follow-up sequence.
Reporting for leadership and the sales floor
Management and executive reporting, plus hygiene reporting that flags records that aren't being worked properly.
Why Unlimited Tech Solutions
Isure needed a partner that would adapt HubSpot to a brokerage's real lead flow, not force a generic process onto it. Unlimited started with hands-on implementation and has kept working with isure through several engagements as its lead sources and requirements have grown.
Connect with a specialist from the Unlimited team here.
