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IT Provider CRM and Marketing Solution
A website, CRM and marketing program for an enterprise IT provider with a wide line card and a long, relationship-driven sales cycle.
Business goals
The client is an enterprise IT provider selling across data center, networking, cybersecurity, communications and physical security. Buyers rarely arrive ready to purchase. They research, attend a webinar, ask for an assessment and talk to an account rep over months. The client needed its website, sales records and marketing to support that long cycle, so an early enquiry would not get lost before a project was ready.
Project overview
Hexagon delivered the client's website, CRM and marketing work. The website presents solution areas and services in the language IT buyers use, with forms that capture enquiries. The CRM holds accounts, contacts and opportunities, and gives sales reps a shared view of each customer. Marketing runs on the same contact data, so campaigns and event invitations can go to the right people and responses return to the account record.
Challenges faced and solved
Selling IT infrastructure takes patience, and the follow-up usually decides who wins.
A line card that's hard to explain
An IT provider may cover storage, SD-WAN, firewalls, voice and video surveillance. Without clear structure, a website reads like a list of vendor logos and fails to tell a CIO why to call.
We organized the website by the problems and solution areas buyers look for, with services such as security assessments explained in plain terms.
Long sales cycles lose leads
A server refresh or security project can take months to reach budget. When a webinar attendee goes into someone's inbox and stays there, the deal may go to whichever reseller calls next.
We captured each enquiry and event response in the CRM, tied it to an account and made follow-up tasks visible to the rep.
Account knowledge in reps' heads
Knowing a customer's renewal timing, installed gear and key contacts is what wins IT business. When that knowledge lives with one rep, it leaves with them too.
We gave the team a shared account record that holds contacts, notes, activity and open opportunities, available to anyone covering that customer.
Marketing that can't see sales
Technical buyers tune out generic blasts. Without shared data, a cybersecurity invitation can reach someone who only buys printers, and nobody can tell which campaigns started real conversations.
We connected marketing to CRM contact data, so campaigns can target by interest and responses appear on the record reps already use.
Features
| Feature | Description |
|---|---|
| Website visitors | |
| 1. Solution Area Pages | Data center, networking, security, communications and audiovisual each get a page written for the people who buy them. |
| 2. Services Pages | Consulting, assessment and managed offerings are explained, which helps a buyer see what happens after the sale. |
| 3. Enquiry Forms | Forms route interest into the CRM, tying each enquiry to a person and topic. |
| 4. Assessment Requests | Visitors can ask for an assessment, which is often a low-risk way to begin a security conversation. |
| 5. Downloadable Resources | Line cards and customer stories can be offered in exchange for contact details, building a list of interested buyers. |
| 6. Webinar and Event Sign-Up | Visitors register for sessions online, and those signups become sales conversations. |
| Sales team | |
| 7. Account Records | Each customer has one record with contacts, history and notes, so coverage survives a change of rep. |
| 8. Contact Management | Several contacts per account can be tracked, because IT deals usually involve technical staff and finance. |
| 9. Opportunity Pipeline | Deals are tracked through stages, giving managers an honest view of what's likely to close. |
| 10. Activity and Follow-Up Tasks | Calls, meetings and next steps are recorded, so a slow-moving deal doesn't get forgotten. |
| 11. Lead Assignment | New enquiries can be assigned to the right rep, so a form submission doesn't sit waiting for an owner. |
| 12. Interest Tagging | Contacts are tagged by solution area, helping reps know what a customer has shown interest in. |
| Marketing team | |
| 13. Email Campaigns | Announcements and invitations go out to contacts drawn from CRM data. |
| 14. Audience Segments | Lists are built by solution interest, so a security message goes to people who care about security. |
| 15. Event and Webinar Invitations | Invitations and follow-ups for events run from one contact list, keeping attendance records with the account. |
| 16. Campaign Response Tracking | Opens, clicks and form responses are visible, showing which campaigns started a conversation. |
| 17. Website Content Updates | Staff can add pages and news as vendors and offerings change, keeping the site in step with the line card. |
How the platform is put together
Each layer has one job.
The result
The client's website, sales records and marketing now work from shared contact data, so an enquiry can be followed from first form to open opportunity.
| Area | Before | After |
|---|---|---|
| Website message | A broad offering that was hard to scan | Pages organized by solution area and service |
| Enquiries | Forms and event signups handled separately from sales | Captured in the CRM against an account |
| Account knowledge | Held by individual reps | Shared records of contacts, notes and activity |
| Campaigns | Disconnected from sales data | Targeted from CRM contacts, with responses recorded |
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
Every form and event response has a place in the CRM and a next step.
Account history stays with the business when reps change territories.
Buyers get messages tied to the technology they care about.
Managers can see open deals and activity in one view.
Conclusion
IT buyers don't make a decision after one visit to a website. They read, compare, attend a session, ask for an assessment and come back when budget opens up. Hexagon delivered the website, CRM and marketing so that the client could stay in that conversation from the first form onward. If you sell technology or professional services on a long cycle and your leads go quiet between systems, tell us how your sales process works today, and let's talk.
Talk to us about your projectRelated services: CRM development · web development · custom software development
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