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Zak Pines | February 22, 2018

How Dockwa Integrates HubSpot & Salesforce with Custom Rules


Background On Dockwa

Zak: Can you start by giving background on Dockwa?

Adrian: Dockwa helps boaters search for and book transient slips and moorings from their phones and computers. It also allows marinas to manage their inventory online and connect with thousands of customers.

Zak: Who do you sell to?

Adrian: Being a two-sided marketplace, we manage the marina side (B2B) and boater side (B2C). We make software for both the marinas, shipyards and yacht clubs to manage their docks, and we supply boater-facing software to help them make reservations with those docks. So we generate leads based on boater reservations and supply marinas with information so they can manage these contacts over time.


Sales & Marketing at Dockwa

Zak: How do you generate leads?

Adrian: Our funnel starts with the marketing team, but we also do prospect on the sales side for good-fit accounts. We try to divide our marinas into seasonal tranches. We’ll begin with multiple channels with a marketing qualified lead (MQL) to get leads to engage, sign up and convert. If a marina joins Dockwa, it can increase their bottom line 50% year over year. As MQLs get fed to the sales team, these end up being our best leads.

Zak: Could you describe your marketing & sales process?

Adrian: We try to get our customers up and running quickly. Once they’re listed on the platform, the real sales process begins with getting marinas to use the software more thoroughly. That may be by adding a link to their website, checking that they’re logging reservations, or have our “instant book” feature turned on. Highlighting these key features maximizes how expertly our users engage with the software. This, in turn, helps us upgrade customers to a monthly subscription.

Zak: Which systems do you use to collect data?

Adrian: For Dockwa we use HubSpot, and Salesforce for everything sales-related. We also have an internal database for marinas.com which feeds a lot of our BI tools -- Mode Analytics, Google Analytics, Localytics. On top of these applications, we have Zendesk for support and Recurly and Stripe for processing payments.

Zak: What kind of data do you collect in these systems?

Adrian: There are approximately 20,000 marinas in our CRM, with six or seven hundred marinas listed on Dockwa, so we have a team that focuses on data quality and data enrichment for these 20,000. Since we use HubSpot for marketing, we rely on Bedrock to integrate this data with Salesforce in order to assist with lead gen and post-sale customer delight.


The HubSpot & Salesforce Integration

Zak: Which tools does Dockwa use to manage leads?

Adrian:  We recently implemented Salesforce.com to unify our data between our brands (Dockwa and Marinas.com). It quickly became very clear to us that we needed an integration that could match accounts based on our internal marina ID’s, as opposed to using the company name field or associated contacts. Rather than burn engineering calories, we rely on Bedrock to integrate HubSpot and Salesforce for lead-gen and post-sale customer delight services.

Zak: What problem did Bedrock Data solve for you?

Adrian: Bedrock Data connects HubSpot to Salesforce. The killer feature was Bedrock’s ability to match companies/accounts based on a custom field, as opposed to the company’s name or associated contacts. Implementation was also extremely quick. For mapping fields, we made a workflow that kept certain boater records from syncing, as we use Bedrock for the B2B side. Custom objects were also big, as we have multiple data objects -- a boater reservations at a specific marina, for example -- some of which our CRM doesn’t support yet. Because we’re so account-based, we found we wanted to put a HubSpot company through a workflow. But you can only put a contact through a workflow, we used Bedrock to make this happen.

Zak: What is the overall flow of data for you now with Bedrock Data?  

Adrian: We turned on our own database integration to HubSpot and we used the dashboard in Bedrock and ever since then it’s been awesome. Our marina customers also need reservation data to flow through our systems to others like marina partners with multiple locations and properties.

Zak: How does Bedrock Data help your teams?

Adrian: Our teams feel more confident that they can move really quickly. We know Bedrock is going to de-dupe and power the data our sales and marketing teams work with everyday. It’s allowed us to customize how we treat data between our core business systems -- which even our native systems couldn’t do. And by not having to write the integration internally, we’re free to be more creative and move faster with product development. Less time gets spent fixing broken integrations and maintaining it, which is a high cost of engineering time. So Bedrock was a no-brainer for us.

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