Payt unifies customer data to boost the impact of lead follow-up and marketing initiatives

Payt’s growth brought new challenges. The team needed a central platform where everyone could access the same customer information — without relying on scattered data across different tools. The three main pain points were:

• Lack of a unified customer view → Teams didn’t have a clear picture of what others were doing. Sales often missed marketing activity, while support lacked the full context to help customers effectively.
• Limited data-driven decision making → Without a central data platform, it was harder to run targeted campaigns or follow up on leads effectively.
• Process optimisation → There were clear opportunities to streamline recurring tasks using workflows and automation.

ACCORDING TO NIELS ZWANENVELD:

“The biggest issue was the lack of a central overview and insight into our data. Sales didn’t always have visibility into what marketing or support were doing — and vice versa. On top of that, marketing had limited ability to run targeted campaigns due to a lack of data and prospect insight. In short, it just wasn’t efficient enough for the level of marketing we aim for. And that meant missing valuable opportunities.”

To tackle these challenges, Payt looked for a technical partner who could help them set up HubSpot the right way.

Since Cuex was already a Payt customer, the collaboration came together quickly. After an initial conversation, it was clear that Cuex was the right partner to guide Payt through the HubSpot implementation.

Cuex started with a thorough analysis of Payt’s internal processes and developed a tailored HubSpot setup. This included:

• A centralised customer database in HubSpot, bringing together all client data in one place.
• Smart workflows and automation to reduce manual work, automatically assign leads, trigger real-time alerts for new conversions, and link signed quotes directly to the right customer records.
• Integrations with Payt’s internal tools, enabling marketing, sales, and support to collaborate effortlessly.

For Payt, this wasn’t just a big step forward in efficiency — it also brought a clear structure that all teams could start using right away.