hipto improves customer conversion rate 40% with connected data

hipto is a specialist in lead generation, connecting brands with customers that are interested in their products or services to help them grow. Headquartered in France, the company works with telesales teams across the telecoms, health and insurance, energy, home services, and education sectors.

Cold calling is dead, as far as hipto is concerned. Despite customer resistance to cold calls and tighter regulatory restrictions in France and beyond, insurance companies still typically rely on telesales for 30% of their sales. hipto needed to develop an alternative. The company turned to social media to identify and nurture prospects, providing pre-qualified leads to its clients with high conversion rates.

Hipto invests millions of euros every year in paid media ads to generate these leads. But with disparate data and poor analytics, once a lead was passed to the client, it was lost to hipto, resulting in higher costs per lead. hipto wanted to find a way to reactivate leads across its client base and re-engage those where initial contact had failed.

Salesforce is the backbone of hipto’s innovative lead generation strategy, which uses social media platforms and conversational technologies to engage audiences. By combining AI bots with marketing agents, hipto gathers more relevant customer data – all captured in Data Cloud – before passing on details to clients as intentional leads.

For example, when a prospect browsing Facebook clicks on an ad, they start interacting with an AI-powered conversation bot, providing details such as name, contact details, and communication preferences, which are automatically captured in Data Cloud. They then receive a call from an agent or start an email nurture journey, with every additional piece of information from the prospect and interaction tracked and captured in Salesforce – from personal details to engagement preferences.

With Data Cloud, hipto creates a unified profile for every prospect it engages. The solution, implemented with support from iCom (by KPMG), went live in July 2023, and made hipto the first in Europe to use Data Cloud.

Around 20 different data sources, including paid media platforms such as Meta and Google, Marketing Cloud, and a BigQuery database, feed into Data Cloud. Every data point is connected, prepared, transformed, and mapped against the relevant data model, undergoing an identity resolution process to prevent duplication and ensure each customer profile is unique, rich, and detailed. This depth of data improves conversion rates, as telesales teams can contact the right person at the right time with a highly personalised approach.

MuleSoft provides the integration from clients’ CRM systems to Data Cloud. It doesn’t matter which CRM the customer uses, with MuleSoft and 200+ connectors, hipto can connect to any system to ensure a rapid and seamless flow of lead data. This speed is essential, as an intentional lead can quickly become cold if not contacted promptly.

From September 2023 to September 2024, hipto generated and shared more than four million leads with its clients, with an average conversion rate of 10%.

Personalised omnichannel campaigns improve conversion rates 40%.

Once customers are captured in Data Cloud, Marketing Cloud powers hipto’s marketing automation strategy. hipto reactivates its lead database with personalised omnichannel customer journeys, including emails, SMS, WhatsApp, and retargeting campaigns on paid media. This approach helps maximise customer engagement by delivering the right message at the right time. Marketing Cloud also provides comprehensive insights into campaign performance, helping hipto optimise management, strengthen customer relationships, and drive conversions.

Tableau powers data-driven decisions for hipto and its clients.

Tableau provides meaningful insights into the four million leads stored in Data Cloud, allowing hipto to reactivate prospects in different areas and re-engage prospects that didn’t respond to the first contact. hipto plans to source 20% of its leads from its own CRM data, rather than the current 100% from paid channels.

Beyond managing leads, hipto also uses Tableau to track campaign performance for its clients. Key metrics like click-through rates, conversion rates, and costs are segmented and analysed within Tableau. By combining Tableau’s AI capabilities with its proprietary AI systems, hipto can analyse interactions and predict prospect behaviour.

These insights empower hipto’s media buyers and operational teams to identify the approaches and content that work best for different clients, so they can increase spending where it’s most effective and pause underperforming campaigns. With real-time intelligence, hipto’s media buyers can make operational decisions hourly, optimising spend across platforms like Google Ads.

hipto’s clients also have access to personalised dashboards in Tableau, giving them real-time visibility into campaign performance against contracted KPIs. This level of transparency boosts client satisfaction and helps them make informed decisions.

Lastly, hipto’s business leaders use Tableau for strategic business decision-making. Forecasting tools help them determine when to expand resources or scale back operations, ensuring efficient company management.

Collaboration is easier with Slack as Digital HQ.

All 100 hipto colleagues collaborate with Slack. As well as using the solution to share ideas and documents, hipto has connected Slack to all its key platforms to deliver automated real-time notifications. 

Salesforce helps hipto put its clients at the heart of everything it does and make data-driven decisions. With seamless integration between its own systems, third-party sources, and those of its clients, hipto has 360-degree customer data and real-time insights into campaign performance. This allows the company to personalise every interaction, react faster, and optimise spending.

As the market leader in France, hipto plans to expand into Spain and Italy, where it already has several major clients, with Salesforce providing the scalability needed to support this growth.