How CoverForce Unified Operations with Custom JIRA Integration, Automated Workflows, and Multi-Pipeline CRM Implementation

Financial Services 51-200 Employees
Sales Hub | Marketing Hub | Service Hub

CLIENT’S CHALLENGE

Before partnering with us, CoverForce was struggling with fragmented customer data across multiple tools and lacked a unified view of their customer journey from lead generation to deal closure.

Background

CoverForce is a B2B InsurTech platform based in New York that provides quote-and-bind API connections for commercial insurance. 
 

Challenges

CoverForce was experiencing significant growing pains as they scaled their platform:
 
  • Their biggest challenge was the complete lack of visibility into customer interactions throughout the entire customer lifecycle. Without a centralized CRM system, valuable opportunities for service, sales approaches, and revenue generation were being lost daily.
  • The sales team was spending hours manually submitting the same prospect information to multiple systems, creating bottlenecks that slowed down their ability to serve the growing demand from insurance agencies and carriers. Additionally, their marketing efforts lacked automation, even though the majority of their customer interactions were happening digitally.
This created a domino effect of problems - leads went cold while waiting for responses, follow-ups happened sporadically, and valuable prospects slipped through the cracks during their lengthy B2B sales process.
  

Solutions

Our HubSpot Expert team designed a three-part implementation strategy to transform CoverForce's revenue operations and create a unified customer experience:
 

Part 1: Foundation & Infrastructure Setup

  • Established proper data architecture with custom properties for their unique business model.
  • Embedded HubSpot tracking codes across their Webflow website to capture visitor behavior and lead sources.
  • Created custom buyer personas based on their three key segments: insurance agencies, PEOs, and enterprise carriers.
  • Built a complete theme and branding system that aligned with their professional InsurTech positioning.
HubSpot software Customer persona profile interface showing Brad Bates, a 45-54 year old wholesaler in insurance. The left panel displays his demographic information and social media presence, while the center shows a detailed breakdown of his job responsibilities, communication preferences, tools needed, performance metrics, reporting structure, and goals. Green arrows connect this information to a profile creation form on the right, where these details are being compiled into a comprehensive customer persona description.Screenshot of Buyer Persona implementation
 

Part 2: Marketing & Sales Automation Hub

  • Designed and implemented two core workflows to automate lead nurturing and deal progression.
  • Created custom deal pipelines that mirror their quote-to-bind process for different customer segments.
  • Built targeted email templates for their three main customer types: standard communications, full proposals, and newsletter campaigns.
  • Developed landing page templates optimized for their API-focused value proposition.
  • Migrated their existing high-performing landing pages to HubSpot with improved conversion tracking.

HubSpot CRM workflow automation interface showing automated deal creation and sales pipeline mapping. The configuration panel displays workflow settings for deal assignment and close date parameters, while the main area shows the visual workflow logic for creating deals based on contact company data - demonstrating HubSpot's automated sales process capabilities. Screenshot of the client's Deal Creation workflow.

Part 3: Service & Customer Success Integration

  • Implemented dual ticketing systems: one for inbound sales inquiries and another for customer support.
  • Created workflows triggered by their JIRA integration that automatically generate technical setup tickets for new customers.
  • Built custom forms that capture detailed network configuration requirements and route them to appropriate teams.
  • Established automated customer success workflows to ensure smooth onboarding and renewal processes.
HubSpot contact form builder interface showing a "New contact us form" setup. The left panel displays available form fields including contact information properties like name, email, phone, and address fields. The main form area (highlighted in red) shows custom ticket properties being configured, including ticket name, description, and category selection with options like billing issues, feature requests, general inquiries, and sales inquiries.Screenshot of the Custom Form we built.
  

Optimization Results

  1. 100% Lead Source Attribution: Complete visibility into which marketing channels and campaigns drive the highest-value customers, enabling better budget allocation.
  2. Improvement in Customer Onboarding Speed: Automated ticket creation and assignment workflows ensure new customers are onboarded fast!
  3. Reduction in Sales Cycle Time: Automated lead scoring and nurturing eliminated manual touchpoints and accelerated prospect movement through the pipeline.
  4. Increase in Lead-to-Customer Conversion Rate: Targeted workflows and personalized messaging based on customer segment (agencies vs. PEOs vs. carriers) improved qualification and closing rates.
  5. Decrease in Manual Data Entry: Integration between HubSpot, Webflow, and JIRA eliminated duplicate data entry and reduced human error.
 

What's Next?

With our HubSpot Support establishing a solid foundation, CoverForce is now positioned to scale their operations as they continue expanding their carrier network and agency partnerships. The next phase includes implementing predictive lead scoring using HubSpot's AI capabilities and creating advanced reporting dashboards for their executive team.

You Can Get These Results Too

Just follow these 3 steps:

1. Book Your Free Consultation: Our HubSpot Expert team uncovers what's broken
2. Receive Your Project Roadmap: Get a strategic plan designed for your specific business goals
3. Watch the Transformation: See your HubSpot become a money-making machine

 

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