Case Study

CRM optimisation for NEST

Lead to deal flow optimisation and automation, new sales and client account management operations, reporting alignment, lifecycle setup and landing pages for Global eCommerce Marketing superstars, Nest Commerce

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Background

NEST Commerce is a specialist agency delivering full-funnel creative and performance campaigns for high-growth global eCommerce brands, including Urban Outfitters, Crew Clothing, Hims, Reiss, and Trinny London. While they had used HubSpot for several years, the platform was underutilised - particularly in client services and reporting - and lacked the structure needed for scaling effectively.

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Engagement Overview

 

Following an in-depth paid scoping session, Growth London supported NEST with a tailored CRM optimisation project focused on data integrity, lifecycle accuracy, and full-funnel visibility across teams.

Key deliverables included:

  • Data model clean-up and property overhaul, improving segmentation and lifecycle tracking
  • Standardised pipeline structure for both new business and account management
  • Lead attribution improvements, including consistent lead source mapping and deal associations
  • Enhanced marketing automation (subscription preferences, list segmentation, lead scoring)
  • Client development pipeline with revenue tracking and handover workflows
  • Dashboards and reports aligned to stakeholder needs (sales, marketing, client services)
  • Landing pages for webinars and events
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Improved data structure and reporting

Over time, Nest's CRM had become disjointed and disorganised. Growth London specialises in working in live environments to make substantial improvements and changes to the CRM, then onboarding the team to these changes, while ensuring that revenue-generating activities are not held back in any way.

Unified CRM environment for new business and client success teams

Accurate lifecycle stage and lead source reporting across 13,000+ contacts

Enhanced lead qualification via custom lead scoring and routing logic

Clear attribution of marketing and outbound efforts from platforms like Apollo

Forecasting and revenue visibility for both net new and existing clients

Ongoing dashboard and workflow automation for future campaigns and reporting

Ongoing Support

Growth London continues to support NEST with ad hoc consulting, data quality monitoring, and HubSpot marketing support.

5-stars

Great team to work with, hugely knowledgable, highly supportive

Growth London were great to work with. We had launched HubSpot ourselves years back and our use of the CRM no longer matched with our wider objectives as a business. Growth took what we had already, listened to both how we used it and where we wanted to take our CRM use, and then found a solution that allowed us to seamlessly migrate during a busy sales period. It is a bonus that the team is friendly and easy to work with. Furthermore, they have been fantastic in supporting us both during the project but also with ad hoc requests since. If you use HubSpot or are planning to launch it as a CRM, they are an invaluable partner to have.

Services provided: Sales and Marketing Alignment and CRM Optimisation

James Mullard NEST

James Mullard, B2B Growth Lead

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Nest Commerce