Otus

Background

Seconn Fabrication, located in Waterford, CT, is a precision metal fabrication company with over 20 years of experience. Seconn delivers advanced fabrication solutions to clients across diverse industries. As their service offerings expanded and sales processes grew more complex, Seconn sought a scalable solution to manage customer relationships and streamline internal operations.

The Challenge

As a growing manufacturer with over two decades of experience, Seconn Fabrication faced mounting inefficiencies in its sales process. The sales team was managing deals through shared Excel spreadsheets, leading to version control issues, lost visibility, and delayed follow ups.

The absence of a centralized CRM meant that Seconn couldn't track lead sources, understand pipeline performance, or attribute revenue effectively. Sales prospecting was particularly manual and inconsistent, especially when sourcing leads via LinkedIn. Even returning customers required unnecessary time and coordination to complete repeat orders.

Seconn needed more than just software, they needed a strategic partner to build a foundation for scalable, insight-driven growth.

The Solution

Seconn partnered with Blue Frog to implement a fully customized HubSpot Sales Hub that could grow with their business. By tailoring the platform to Seconn's specific process and growth goals, Blue Frog delivered an integrated solution that not only solved short-term inefficiencies, but positioned the company for long-term agility and performance.

Custom Sales Pipeline with Deal Stage Automation

Blue Frog Mapping of Stages & Sales Process

Redacted View of Deal Pipeline

Real Time Dashboards for Executive & Sales Team Reporting

With reporting previously limited to static spreadsheets, Blue Frog introduced dynamic dashboards using HubSpot's native reporting tools. A "Weekly Sales Report" dashboard was developed for the sales team to track pipeline activity, while a high-level "Executive Report" offered leadership insights into revenue trends, sales velocity, and rep performance. These dashboards provided instant visibility into deal movement and performance indicators, enabling both proactive sales management and strategic decision-making grounded in real-time data.

Portion of Executive Dashboard

Sales Enablement with Templates, Sequences, and Task Queues

To support consistent outreach and streamline rep workflows, Blue Frog configured HubSpot's sales enablement tools to reflect Seconn's communication needs. Email templates and snippets were created for commonly used messages like RFQ responses and quote follow-ups, while task queues allowed reps to manage their own outreach efficiently. Sequences were set up to automate touch points with new prospects and prevent leads from being neglected. This toolkit empowered Seconn's team to boost productivity without sacrificing quality by working smarter, personalizing communications, and staying organized. 

Preview of Sequence Steps

Apollo Integration for Scalable Prospecting

Recognizing the need for better lead sourcing, Blue Frog integrated Apollo with HubSpot to modernize Seconn's prospecting workflow. Ideal Customer Profiles (ICPs) were defined in Apollo, and qualified contacts were seamlessly synced into HubSpot, where they enrolled in structured outreach sequences. This automation reduced manual data entry, sped up prospecting efforts, and improved the conversion rate from cold outreach to qualified opportunities. It also helped the sales team maintain a steady pipeline of high-quality leads, aligned with Seconn's strategic targets.

Apollo Outreach Sequence Performance

Sales Team Training and Enablement

To ensure long-term adoption and success, Blue Frog provided hands-on training for Seconn's entire sales team. The training focused on practical, day-to-day usage of HubSpot tools such as logging calls and meetings, working through task queues, and leveraging templates and sequences for outreach. 

Team members learned how to navigate the platform confidently, track their own performance, and collaborate effectively using shared data. This foundational knowledge not only reduced ramp-up time, but empowered the team to fully leverage HubSpot's capabilities, laying the groundwork for continuous improvement and future scalability.

The Results

The implementation of HubSpot Sales Hub, tailored to Seconn's unique needs, resulted in a transformational shift in the company's sales performance, visibility, and team efficiency. 

Increase in Deal Conversions

One of the most immediate impacts was the reduction in manual follow ups that slowed the sales team down in keeping deals on track. Automated task reminders and structured deal stages helped reps follow up faster and move opportunities through the pipeline with greater consistency. By eliminating delays previously caused by spreadsheet-based tracking and unclear ownership, Seconn accelerated its sales process and improved deal conversion rates.

Since their transition to HubSpot in early 2023, Seconn has seen significant increases in closed won deal conversions, seeing a 283% increase from Q2 2023 to Q2 2024.

Elevated Strategic Decision Making

The introduction of real-time dashboards elevated Seconn's strategic decision making across the organization. Sales leadership now has instant access to metrics such as deal volume by stage, revenue forecasts, and rep productivity; empowering them to identify trends, spot bottlenecks, and allocate resources more effectively. Weekly pipeline reviews have shifted from reactive to data-driven and proactive.

Increase in Conversion Rates from Cold Outreach to Opportunity

With the integration of Apollo, Seconn's prospecting process became more targeted and scalable. Ideal prospects are now sourced, qualified, and added to HubSpot automatically, enabling faster outreach and more meaningful engagement compared to their direct LinkedIn outreach prior. This led to a noticeable increase in conversion rate from cold outreach to opportunity, with an initial 75% Quarter over Quarter increase from the Apollo installation in Q4 2023 to Q1 2024. The target Apollo approach freed up reps' time to focus on relationship-building rather than manual research.

Streamlined and Productive Workflow

The sales team now has benefited from a more streamlined and productive workflow. With centralized tools, templates, and automation in place, reps are spending less time on repetitive tasks and more time engaging with high-priority leads. The use of task queues and sequences has ensured consistent communication cadences, improving the overall customer experience.