• Bio-Works improves Customer Experience by removing friction

Written by Tobias M. Pasma

Bio-Works improves Customer Experience by removing friction

  • Last updated: 4 June 2020

Uppsala Business Park is an inspiring place. It's the home for many biotech, healthcare, and pharma-tech businesses. On this location, Bio-Works established its main site for production, research, and sales.

Bio-Works develops, manufactures, and supplies resins used for the separation of proteins and other biomolecules. It's a well-established market, where the products of Bio-Works claim their share by standing out with exceptional performance.


Bio-Works Logo

A unique team

"Bio-Works has a unique team and unique commercial processes. We often work with knowledge-intensive businesses, but this was the next level. Without a doubt, Bio-Works has the highest Ph. D.s per employee of any of our customers," says Tobias Pasma, Managing Consultant at Mavericks Consulting Group. 

Fast growth

Bio-Works is experiencing fast growth. Karsten Fjärstedt, VP of Marketing & Business Development at Bio-Works: "We're constantly improving our commercial processes, operations, and technologies to ensure continuous growth of sales. An example of this is using HubSpot Marketing Hub Pro by the marketing team in mid-2018 and embracing the inbound philosophy. Similarly, the sales team moved away from using Excel sheets and started working with Pipedrive CRM." He continues: "However, due to different levels of tech-savviness in the team and the lack of a standardized way of work, Pipedrive had never been fully adopted by the teams."



Bio-Works faced a few challenges in their situation:

  • The sales team needs CRM and sales software, but many team members did not feel comfortable, secure, or well-equipped with the tools they had in place. Using or updating the CRM felt like a waste of time for some team members.
  • There was a significant lack of insight in the pipeline, sales process, and the combined marketing & sales process, making it impossible to identify gaps in the sales process, measure the effectiveness of activities, or otherwise identify opportunities for improvement.
  • Without a system in place (or it not being used correctly), there was no way to keep track of deals. The likely result of this could be the loss of sales and opportunities.


Before the process of removing friction in the buyer experience started, we formulated goals. Bio-Works wanted to:

  • Get insight into the current sales process, and in this way, identifying opportunities for improvement and a clear sales structure to follow for both existing and new members of this growing team. 
  • Create a positive change in the sales team's behavior, change the attitude towards CRM from a timewaster to a timesaver, and make the team members successful and happy to work with the new tools.
  • Demonstrate the value of marketing activities to the sales team and supply them with a steady stream of inbound leads from the website.
  • The synergy of both teams working in the same system will make it easier to manage leads and create a predictable pipeline.
  • Turn the site into an inbound lead generation machine. The website should be easy to manage, update, extend. Running experiments will help optimize the conversion and increase the flow of leads from the site to the sales team.


The road to a friction-free buying experience 

Removing friction from the buying experience is not something you fix in a single afternoon. We created a roadmap and timeframe. Bio-Works would move to a new CRM, equip their sales team with a new tool stack, optimize their commercial process, and improve the website experience.


The Sales Team moves to HubSpot CRM & Sales Hub.

"Not having the right tools in place wastes time and decreases the lack of insights in leads and pipeline. It is an urgent problem, and that's why getting HubSpot CRM in place had the highest priority," says Karsten.

Migrating from Pipedrive CRM to HubSpot CRM

The sales team worked with Pipedrive CRM for some time, but it was never fully adopted by the organization. HubSpot was the tool of choice, but data was still in Pipedrive. The steps needed were to prepare the HubSpot CRM, set up the sales tools in Sales Hub, and migrate the data from Pipedrive to HubSpot.

Johan Persäter, Region Manager Europe & Team Leader Sales Process at Bio-Works, says: "The day the sales team start working with HubSpot, all the information they formerly had available in Pipedrive was available in HubSpot, including tasks, notes, and contact information. Mavericks made sure of this. They set up the CRM- and sales tools in the way we needed them, prepared and took care of the data migration, and in other ways, made sure the transition from Pipedrive to HubSpot was smooth."

Assuring user adoption through training

"The success of implementing a new tool is greatly determined by the adoption of the users. They should be equipped with the skills and knowledge to be successful with the system on day one." Says Karsten. "In the team, there was a big cap in digital skills; this brought a challenge."

Mavericks held three half-day training sessions with the users to give everyone a basic knowledge of HubSpot CRM and Sales Hub. Karsten: "The sessions had a good balance between educational and practical. Personal tools, like phone and email integrations, were set up for the users. It was nice to see how colleagues with more advanced skills jumped in to help their peers in setting up their tools."

Additional support and the need for superusers

After the training sessions, Mavericks did one-on-one sessions with the users who most benefitted from this. These sessions helped users with less digital skills to log their meetings and tasks or helped advanced users build custom reports and dashboards. In this way, the team became very self-sufficient very quickly.

"After the training and one-on-one sessions, we only got a few additional questions from superusers who were testing the boundaries of the system," says Tobias. "Having internal champions in the team is a big success factor for adoption; that's why I would also attribute a big part of the successful adoption towards these superusers."


The Website moves to HubSpot CMS Hub.

The Bio-Works website was past due for a make-over. Branding guidelines were on point, but the look and feel of the site were outdated; it was far from conversion-optimized, and managing the site had become a pain.

Why HubSpot CMS Hub?

"We had been using HubSpot for email marketing, landing pages, and social media, but the website was still on another platform," says Rhiannon Sanders, Senior Marketing Manager at Bio-Works. "Managing the old website was a huge pain. Our old WordPress website had become very unstable; pages were crashing when uploading documents and simply updating a page with some new information good cut away half of my day."

"As Karsten said before, we had this vision of managing all sales and marketing activities from a single platform, which gives a synergy, allows for better insights, and cross-department alignment and understanding. We asked Mavericks to redesign the website and implement this in HubSpot CMS Hub." Says Rhiannon. 

User Experience Design & Conversion Design

"We like to create a website that works for the user and also have a big focus on conversion. A fancy design is nice, but it should never interfere with the User Experience or the logic that a visitor expects," says Tobias. "Based on the conversations we previously had, the existing branding guidelines, and an assessment of the website, we've created a first version of the design. We found that having an initial design can be a helpful guide and accelerator for further design-related conversations."

Managing a website development project

After finalizing the designs, the building could start. "These guys have got it working like a well-oiled machine." Says Rhiannon. "As soon as a template was ready in HubSpot, I could start filling the page with content. A big challenge of constructing a complex site like this is not missing anything and being consistent with content. We used a shared backlog spreadsheet, so every job was logged and transparent, and we had regular video calls to give status updates, discuss ideas, or fix things online. Just watching entries turn green and done is a significant boost. Every web project should do this!"

She continues: "HubSpot made it very easy for me to create new pages from the templates and modules that Mavericks created. Whenever I found something that I wanted to add but didn't exist yet, I put it in the shared backlog spreadsheet or discussed it during one of our weekly meetings. No matter how many changes or tweaks I add to the list, everything was done promptly."

Positivity & enthusiasm

"I've done a large number of website projects over the years, but this one stood out. One thing that expresses this best is that I am still enjoying myself after many weeks of intensive work. But above all, the project has been characterized by their never-ending positivity and enthusiasm and their ridiculously detailed knowledge of exactly where everything is in HubSpot, and various ways to set things up. On their website, it says friction-free customer experiences, and Tobias calls himself an Extreme HubSpot nerd – you'd better believe it!" concludes Rhiannon.


The road ahead

"Marketing and sales are now fully operational in HubSpot. The teams are enjoying the platform every day and continuously optimize their way of working. The world of our customers never stops changing, and so we never keep changing. Having ourselves equipped with HubSpot allows us to measure better and analyze where we can improve our full commercial process, from unknown visitors to live-long customers. If there is friction in our customers' experience, we will be quick to notice and take action," says Karsten.