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VNDIRECT

Increase of 56% in customers opening accounts and generating transactions

VNDIRECT - one of the leading securities companies in Vietnam - is an organization that has been applying Inbound strategies in its marketing direction for many years. Implementing HubSpot since November 2020 with the support and partnership of GAPIT, VNDIRECT achieved significant results within the first year of using HubSpot.

Software

HubSpot CRM


Marketing Hub Enterprise

Features

Systems Integration

Automation Workflows

Email Marketing

48%

Leads increased after 5 months 

56%

The rate of customers opening accounts and conducting transactions after 8 months

 
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Project Overview1- VNDirect logo-header-1-1

 

VNDIRECT Securities Joint Stock Company was established in 2006 and primarily operates in the fields of securities investment, securities brokerage, and financial consulting.

After more than 15 years of development, VNDIRECT Securities JSC has become one of the most reputable securities brokers in Vietnam, consistently ranking in the top 5 in market share and holding the 1st position in UPCOM stock brokerage market share on the HNX with 9.66%.

  • Industry: Finance - Securities

  • Scale: Large enterprise (over 1,000 employees)

  • Operating region: 100% Vietnam

  • HubSpot software registered: Marketing Hub Professional

  • Implementation period: Since November 2020

Challenge faced by VNDIRECT

 
  • Fragmented data, agmented data spread across multiple platforms, requiring manual user operations and work across various systems.

  • Low conversion rate of potential customers on the website
  • Low conversion rate of leads into customers with opportunities to open accounts and generate transactions, making it difficult to create sales opportunities.
  • Sales activities primarily rely on Telesales, skipping the nurturing phase of Marketing and post-sales care.

Target

Customer Expectations for HubSpot

1. VNDirect logo-header-1

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Transformation

Increase the conversion rate from Visitors to Leads and from Leads to Active Customers (registering to open accounts and subsequently generating transactions), as the number of Inactive Customers (those who open accounts but do not generate transactions) remains relatively high.

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Solution

Utilize HubSpot CRM to collect and store a large volume of potential customer data (expected to grow to over 200,000) as well as leverage the tools of the Marketing Hub Enterprise to effectively manage marketing channels and activities.

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Implementation 

Use HubSpot Forms and Pop-ups to attract visitors to register as Leads. Then, nurture them through personalized Email Marketing workflows to convert them into account openings, and from account openings into generating transactions (Active Customers).

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System

VNDIRECT expects HubSpot to serve as a system for managing potential customer data, separate from the system managing existing customer information, but integrated with it to retrieve data and implement nurturing activities that support Upsell/Cross-sell efforts

GAPIT HubSpot Proposed Solution

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HubSpot CRM

Connect to VNDIRECT's Investment page and other Lead generation sources/channels to collect and centrally manage data on HubSpot. This includes both default and customized data fields, ensuring comprehensive information and insights about potential customers.

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Integration

GAPIT integrates with VNDirect's existing CRM system through HubSpot's API, providing consultation and developing data flows between systems. This includes optimizing automation workflows, managing user permissions, and organizing tasks for users within the system.

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Marketing Hub

GAPIT provides consulting to optimize the experience on Websites/Landing Pages and guides users on maximizing the effectiveness of Social tools, Chatbots, Email Marketing, Workflows, Dashboards & Reports for managing, tracking, and reporting marketing performance.

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Workflows

Build automated email nurturing flows for potential customers and account holders who have not yet made transactions by leveraging content personalization, list segmentation, scoring, and workflows.

Sumary

Achievements After Implementing HubSpot for VNDIRECT

As one of the pioneers in effectively applying the Inbound Marketing approach, VNDIRECT's strategy, combined with the implementation of the HubSpot automation platform, has significantly improved key conversion metrics. This includes converting website visitors into leads, transforming leads into account holders, and driving transactions.

Proud to be the leading Platinum HubSpot partner from Vietnam, GAPIT is a trusted choice for businesses due to its deep understanding of the challenges in implementing CRM solutions. GAPIT effectively addresses customer difficulties when adopting this new toolset for the first time, acting as a reliable partner that contributes significantly to the success businesses aim to achieve.