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Background

Älvsbytalo has been working with Blink since 2020 in a variety of areas across all aspects of marketing. However, a comprehensive tool to serve its marketing needs was lacking, and in 2022, the company began looking for alternatives. HubSpot was selected as the best tool and was implemented throughout the group in the fall of 2023.

The implementation was carried out by Blink in Finland and by a local HubSpot partner in Sweden and Norway. A third party from Sweden is the technical partner for CRM integration. The parties have worked closely together on an almost weekly basis.

I was pleased that Blink had strong HubSpot expertise and that we were able to continue our comprehensive collaboration in this area as well. The implementation has proven that the choice was the right one, and Blink supports the implementation with quick responses and proactive development suggestions.

Maija Ihamäki Marketing Manager, Älvsbytalo
Maija_Ihamaki

Example of HubSpot workflow

HubSpot workflow-esimerkki

HubSpot implementation

The implementation was carried out in each country's own HubSpot portal, particularly due to market differences and CRM integration. It was important to get HubSpot up and running fairly quickly so that we could abandon our previous tools and start taking advantage of new opportunities in the challenging market situation in the construction industry. Sweden and Norway had already started earlier, but Finland quickly caught up with the others. 

The following steps were taken during the HubSpot implementation:

  • Defining, configuring, and importing data from the existing contact database into HubSpot
  • Defining and configuring data for external website forms
  • Designing and building email templates in HubSpot
  • Domain settings for sending emails
  • Connecting social media and ad accounts
  • Internal automations for contact statuses (e.g., contact stage and marketing contact status)
  • HubSpot definitions and automations required for CRM integration
  • HubSpot training on how to use the tools

The implementation has gone very smoothly and professionally. I have been able to trust that things are progressing as planned. When it comes to CRM integration, which is important to us, Blink has made sure that we are ready as it progresses and has given us valuable advice on what business-critical data should be transferred between systems.

Maija Ihamäki Marketing Manager, Älvsbytalo
Maija_Ihamaki

Examples of targeted CTA elements (in Finnish & Swedish)

HubSpot CTA-esimerkkejä

HubSpot's continuous development and support

Since implementation, development has been ongoing. The most significant developments include the creation of CTAs targeted at different contact segments on the website and email automation paths. In addition, HubSpot provides seamless support for marketing campaigns and results tracking, enabling more agile operations and better campaign optimization.

With CRM integration, sales receives near real-time information on contact activity. They have been pleased to receive more accurate information to support their sales work. Integration work continues with data transferred from CRM and the enterprise resource planning system to HubSpot.

Blink's expertise has also been noticed elsewhere in the group. Marketing managers in Sweden and Norway have praised Blink for its good and professional work with HubSpot. Things have been done in Finland that have impressed them and that they also want to use themselves.

Maija Ihamäki Marketing Manager, Älvsbytalo
Maija_Ihamaki



Alvsbytalo_80y_Logo_FI_COL_OUTLINED_ei_vuosia_mi

Älvsbytalo manufactures ready-to-move-in detached houses in Sweden. The company is part of the Älvsbyhus Group, which is the leading house manufacturer in the Nordic countries and a third-generation family business. The group has designed, manufactured, and erected more than 43,000 ready-to-move-in houses in Sweden, Norway, and Finland. 

Älvsbytalo builds homes for its customers at the most competitive prices on the market, without compromising on quality. Research shows that customers are the most satisfied with their house deliveries in the entire industry – and have been throughout the 2000s. (Rakennustutkimus RTS Oy, 2023).