L’Auditori Streamlines Its Operations With HubSpot

A data centralization and automation strategy that improves how marketing, sales, and customer service are managed, refines segmentation, and makes it easier to track performance.

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Challenge and Results

L’Auditori is a cultural institution that hosts concerts and musical events, handling complex operations that involve ticket sales, season passes, and various types of performances.

To boost efficiency, the brand underwent a digital transformation centered around making HubSpot its primary, all-in-one CRM. This involved integrating external data, automating key processes, and training their team to manage everything from a single platform.

1

Centralize Operations in a Single CRM

The goal was to implement HubSpot as the primary CRM for marketing, sales, and customer service, seamlessly integrating data from their ticketing system, Koobin.

2

Restructure and Organize Data

This required defining a clear data architecture to manage concerts, performances, single tickets, and season passes using custom objects tailored to their specific business model.

3

Refine Segmentation and Processes

The objective was to maximize efficiency and personalize communications by building segmented audiences, automating workflows, and optimizing email campaigns. To achieve this, new data properties were implemented to categorize customer purchasing habits and unlock cross-selling opportunities.

Data Unification in HubSpot

Consolidated all information within HubSpot, organizing the database using various custom objects (Subscriptions, Concerts, Performances, Surveys, Products, and Extras).

Optimized Workflows and Communications

Implemented workflows for internal data management, GDPR compliance tracking, and automated welcome emails for newsletter subscribers.

Automated Performance Reporting

Created custom reporting dashboards (Weekly, Subscriptions, and Marketing) to track sales volume, seat occupancy for performances, and campaign success in real time.

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