ClearTax Case Study

Overview

ClearTax is one of India’s leading SaaS platforms for tax and financial services. As its operations and marketing activities expanded, managing customer data and communication across multiple platforms became complex. 

The company relied on Salesforce for marketing activities, while SMS, voice calls, and event management were handled through separate platforms such as Kaleyra, Ozonetel, and Demio. Since these systems were not integrated, teams had to enter lead information manually, customer interactions remained scattered, and consolidated reporting was difficult. 

The Challenge 

ClearTax relied on multiple platforms to manage marketing activities, customer communication, and event registrations. However, the lack of integration between these systems resulted in several challenges. Let’s have a look at them! 

• Manual Lead Management: Leads and customer information had to be entered manually into Salesforce, which was increasing the chances of human errors and also reducing team productivity. 
• Fragmented Customer Data: Customer information was collected from different sources by multiple teams, with no single source of truth to maintain consistent and accurate records. 
• Disconnected SMS & WhatsApp Communication: Kaleyra was used for bulk SMS, but its communication history and reporting were not integrated with the CRM. Teams couldn’t automatically capture leads or manage customer responses through Salesforce. 
• Missing Voice Call Records: Ozonetel was used for customer calls, but call details and recordings were not automatically stored against customer records, limiting visibility into previous interactions. 
• Manual Event Lead Capture: Demio was used to host meetings and webinars, but attendee information had to be manually transferred into Salesforce, delaying follow-ups and lead nurturing. 
• Limited Reporting & Performance Visibility: Since customer and campaign data were scattered across multiple platforms, ClearTax lacked consolidated reports to analyze marketing performance and team activities. 

Project Goals

ClearTax wanted to establish HubSpot as a centralized platform for managing customer data, automating communication, and improving coordination across sales, marketing, and support teams. 

The key objectives included: 

• Establish a Single Source of Truth: Centralize customer information from multiple sources in HubSpot to maintain accurate records and give teams a unified view of customer interactions. 
• Align Sales and Marketing Operations: Automate lead capture, qualification, and handovers between marketing and sales to improve follow-ups and team coordination. 
• Unify Customer Communication Channels: Integrate SMS, WhatsApp, and voice calling with HubSpot to manage customer conversations and maintain communication records in one place. 
• Automate Event Lead Capture: Enable real-time synchronization of attendee information from Demio to HubSpot, eliminating manual data entry and supporting timely lead nurturing. 
• Strengthen Reporting and Performance Visibility: Create custom reports and management dashboards to track marketing attribution, event performance, customer data, and team productivity. 

Implementation Requirements

ClearTax needed a marketing automation platform that could connect its existing channels, automate lead management, and make customer data accessible. Here are their implementation requirements: 

HubSpot Implementation and Data Migration 

• Migrate existing customer and lead data from Salesforce into HubSpot. 
• Establish HubSpot as a single source of truth for customer information. 
• Configure lead lifecycle stages and automate lead capture and qualification. 
• Align marketing and sales processes to support smoother lead handovers. 

Kaleyra and HubSpot Integration

• Integrate Kaleyra with HubSpot to enable SMS and WhatsApp communication directly from the CRM. 
• Maintain records of sent and received messages against individual contact records. 
• Enable personalized SMS and WhatsApp campaigns. 
• Configure automated workflows using message content as triggers and actions. 

Ozonetel and HubSpot Integration

• Integrate Ozonetel with HubSpot to synchronize voice call data. 
• Enable one-click calling directly from HubSpot. 
• Capture call details and recordings in contact activity timelines. 
• Allow teams to add comments to call records for future reference. 

Demio and HubSpot Integration

• Connect Demio with HubSpot to automatically synchronize event attendee information. 
• Enable real-time transfer of event data into HubSpot. 
• Associate event participation with existing contact records. 
• Support lead nurturing based on event attendance and engagement. 

Custom Reports and Management Dashboards 

• Create custom reports based on business-specific data points and attribution requirements. 
• Track team performance, tasks, and product demonstrations. 
• Monitor leads generated through different paid marketing channels. 
• Make customer information available for more personalized campaigns. 

Marketing Automation and Sales Alignment 

• Automate lead qualification and movement from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs). 
• Route qualified leads to the appropriate teams for follow-up. 
• Enable automated campaigns and personalized customer communication. 
• Improve coordination and information sharing between marketing and sales. 

Solutions & Impacts

TransFunnel implemented HubSpot as ClearTax’s centralized platform for customer data, marketing automation, and communication. Through data migration, workflow automation, custom integrations, and reporting, we helped connect different business functions and streamline customer engagement. 

HubSpot Onboarding and Sales & Marketing Alignment 

• Migrated existing customer data from Salesforce to HubSpot and verified the imported records. 
• Customized lead status properties to align with ClearTax’s sales and marketing processes. 
• Created workflows to move leads through Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL) stages based on specific actions. 
• Automated lead handovers to the relevant teams for follow-up and engagement. 

Impact: Smoother marketing-to-sales handovers, stronger communication between teams, and more structured lead qualification and follow-up. 

Custom Reports and Management Dashboards 

• Developed custom reports and management dashboards based on ClearTax’s needs. 
• Created reports to track team members against tasks and product demonstrations. 
• Enabled the collection of customer details, including GST and PAN details, to support personalized campaigns. 
• Set up reports to track contacts generated through different paid marketing platforms. 

Impact: Better visibility into team performance, easier tracking of product demonstrations and marketing leads, and more informed campaign optimization. 

HubSpot-Kaleyra Integration

• Integrated Kaleyra with HubSpot to enable SMS and WhatsApp communication directly from the CRM. 
• Enabled personalized bulk SMS alerts and two-way WhatsApp messaging, including text, images, audio, and video. 
• Configured message activity logs to capture content, message type, delivery direction, phone number, and timestamp against contact records. 
• Enabled SMS and WhatsApp messages to function as workflow triggers and actions. 
• Set up automated responses, deal and ticket creation, and contact filtering based on message content. 

Impact: Centralized SMS and WhatsApp communication, complete customer interaction records, automated responses, and more efficient customer engagement. 

HubSpot-Ozonetel Integration 

• Integrated Ozonetel with HubSpot to synchronize voice call data. 
• Enabled one-click calling directly from HubSpot. 
• Configured call details and recordings to appear in individual contact activity logs. 
• Enabled the support team to add custom comments to call records for future reference. 

Impact: Easier access to customer call history, centralized call recordings and details, and improved visibility for the support team.

HubSpot-Demio Integration

• Integrated Demio with HubSpot to synchronize event and attendee information. 
• Enabled attendee details to flow into HubSpot automatically. 
• Configured event participation records to appear in the activity timelines of existing contacts. 
• Enabled teams to capture interested attendees as contacts for future nurturing. 

Impact: Automated event lead capture, better visibility into attendee engagement, easier follow-ups, and improved opportunities to nurture event participants into customers. 

Conclusion

By implementing HubSpot and connecting it with ClearTax’s existing communication and event platforms, TransFunnel helped bring customer data and interactions together in one place. Automated lead management, personalized SMS and WhatsApp communication, voice call tracking, and event data synchronization streamlined processes across sales, marketing, and support teams. 

With centralized customer information, custom reporting, and connected communication channels, ClearTax gained better visibility into customer interactions, improved team coordination, and a more efficient foundation for managing customer engagement as the business grows. 

“TransFunnel has been a dependable HubSpot partner. We engaged with TransFunnel for our HubSpot implementation. While they enabled several channels and reports smoothly, their real strength lies in integration. They did multiple integrations for us to make our complex operations and processes more efficient. For a few phases, they went out of their way to help us meet the strict deadlines.”

Milind Gehlot, 
Senior product marketing manager, ClearTax