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CRM and Marketing Services
CRM setup and ongoing marketing services, delivered for multiple clients whose sales rest on relationships and trust.
Business goals
Our clients include a regional passenger and charter air carrier, an airline consulting firm, and a fractional executive provider. These buyers don't decide on impulse. A charter group, an airline partner or a company founder may talk for a long time before committing. Our clients needed one record of those conversations, along with marketing that kept them visible between conversations, without hiring a full in-house marketing department to do it.
Project overview
Hexagon delivered a CRM and marketing service for multiple clients. We set up contact records, pipelines and follow-up tasks around each client's sales process, and connected website forms so that new inquiries arrive with their source attached. On the marketing side, we support email campaigns and related activity, with audiences drawn from the CRM. Each client's team gets a clearer view of who is interested and what should happen next.
Challenges faced and solved
Relationship-led sales are easy to lose track of when the relationship only exists in someone's inbox.
Inquiries with no clear owner
Requests come through a website form, a phone call or a personal introduction. If no one is clearly responsible, a charter quote or strategy inquiry can wait days for a reply.
We route each inquiry into the CRM with an owner and a task, so the next action is visible to the team.
Long gaps between conversations
An airline partner or growth-stage founder might not be ready for months. Without a record of what was discussed, the next call starts from zero and credibility suffers.
We keep notes, meetings and next steps on each contact, so anyone returning to a conversation knows exactly where it stopped.
Different buyers, one generic message
A leisure traveler, a corporate charter buyer and an investor need different messages. Sending all of them the same email wastes the list and teaches people to ignore it.
We segment contacts by interest and buyer type in the CRM, so each campaign goes to the people it was written for.
Marketing without an in-house team
Small, senior teams know their market but rarely have spare hours for campaigns and list upkeep. So marketing happens in bursts, then stops as soon as client work gets busy.
We provide marketing as a service, so campaign work keeps moving and the client's leaders only need to supply expertise and approvals.
Features
| Feature | Description |
|---|---|
| Sales and business development | |
| 1. Contact and Company Records | People and their organizations are linked, so a conversation with one airline or firm contact stays visible to colleagues. |
| 2. Pipelines by Service Line | Charter requests, consulting engagements and advisory work can follow their own sales stages. |
| 3. Inquiry Routing | New requests are assigned to the right person, which shortens the wait for a first reply. |
| 4. Follow-Up Tasks | Reminders bring long-running conversations back up at the moment they were meant to continue. |
| 5. Meeting and Call Notes | What was discussed stays with the contact, ready for the next conversation or a colleague stepping in. |
| 6. Qualification Fields | Forms and records capture details such as role, company revenue band or trip need, helping staff prioritize. |
| Marketing staff | |
| 7. Website Form Connection | Contact and consultation forms feed directly into the CRM, with no copying from an inbox. |
| 8. Lead Source Tracking | Each contact records where it came from, whether a campaign, a podcast episode or a referral. |
| 9. Audience Segments | Contacts are grouped by interest and buyer type, so messaging can be specific to each. |
| 10. Email Campaigns | Announcements and nurture messages go out from CRM audiences, with responses recorded on the contact. |
| 11. Content Promotion | Articles, podcast episodes and news are shared through email, keeping an expert firm's name in front of its list. |
| 12. Campaign Calendar | Planned sends and promotions are scheduled ahead, which keeps activity steady during busy client periods. |
| Owners and leadership | |
| 13. Pipeline View | Leaders see open opportunities and stages without asking anyone for a status spreadsheet. |
| 14. Activity Reporting | Reports show inquiries, follow-up activity and campaign responses for regular review. |
| 15. List Cleanup | Duplicate and outdated contacts are identified and corrected, so campaigns reach real people and data stays credible. |
| 16. User Access Management | Staff get the access their role requires, keeping client information in the right hands. |
How the platform is put together
Each layer has one job.
The result
Our clients now manage inquiries, follow-up and campaign audiences from one CRM, with Hexagon supporting marketing activity alongside their teams.
| Area | Before | After |
|---|---|---|
| New inquiries | Arrived in shared mailboxes | Routed to an owner in the CRM |
| Conversation history | Held by the person who took the call | Notes and next steps kept on the contact |
| Campaign audiences | One general mailing list | Segments by interest and buyer type |
| Marketing effort | Ran in bursts when someone had time | Planned with outside support |
How we took it from idea to launch
Good software follows a process. Here are the six stages, and what happens in each one.
Discovery & Requirements
Goal: Define the product vision, target audience and core business requirements.
Key activities- Stakeholder interviews
- Market and competitor research
- Defining user personas
- Drafting technical specifications or a Product Requirements Document (PRD)
Design (UX / UI)
Goal: Create an intuitive user experience and visual interface.
Key activities- UX design: information architecture, user flows and wireframes
- UI design: high-fidelity mockups and interactive prototypes in Figma or similar tools
- Design system: colors, typography and component libraries
Development: Frontend & Backend
Goal: Build the functional application using agile sprints.
Key activities- Backend: set up databases, design APIs (REST, GraphQL), implement server logic, and configure authentication and authorization (OAuth, RBAC)
- Frontend: build responsive interfaces and connect components to backend APIs
- Version control: manage code through Git and GitHub
Security & Optimization
Goal: Harden the application against vulnerabilities and boost performance.
Key activities- Security: address the OWASP Top 10, including injection, XSS and CSRF, enforce encryption in transit and at rest, and implement rate limiting
- Optimization: code splitting and lazy loading, database indexing, API caching and load testing
- QA and testing: unit, integration and end-to-end tests
Beta Release
Goal: Deploy to a controlled group of real users to catch edge-case bugs and gather feedback.
Key activities- Set up staging and production CI/CD pipelines
- Launch a closed or open beta with real users
- Monitor errors through observability tools
Public Release (Launch)
Goal: Roll the software out to the general public.
Key activities- Final production deployment
- DNS configuration
- Marketing and onboarding rollout
- Post-launch performance and security monitoring
Business benefits
Each inquiry has a named owner the moment it arrives.
A colleague can pick up a relationship with its full history.
People receive campaigns that fit what they care about.
Marketing continues when leaders are busy serving clients.
Conclusion
When a sale depends on trust built over months, forgetting a conversation can cost more than losing a click. Hexagon gave these clients a CRM that remembers those conversations, along with marketing support that keeps them in view between them. The air service and advisory businesses we worked with didn't have to build their own marketing departments to get there. If your best prospects live in someone's inbox and your campaigns happen only when time allows, reach out and tell us how you sell.
Talk to us about your projectRelated services: CRM development · web development · custom software development
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