United Robotics Group GmbH
CRM Business Unit Setup with HubSpot
The United Robotics Group is a corporate group in the robotics sector with several independent business divisions and brands. To efficiently represent these structures within their CRM system, a solution was configured that allows all brands and divisions to be managed centrally yet separately within HubSpot. The goal was to establish a clear organizational structure that enables both individual management of each brand and seamless collaboration between the business units.
Various companies within the United Robotics Group operate as independent brands with distinct requirements for data management, marketing, and sales. At the same time, employees needed the flexibility to interact regarding leads without causing overlaps or data conflicts in customer communication. This presented unique challenges for the structure of the CRM system, as clear boundaries and synergies had to be simultaneously facilitated within a centralized HubSpot account.
Implementing business units in HubSpot allows the management of different business areas efficiently within a single CRM account. Each business unit was individually configured to accommodate specific requirements such as branding, marketing automation, domain management, newsletter subscriptions, and audience management. Thus, each brand could operate independently, while data structures remained unified. Reporting can also be performed across the group, allowing the management team to view overall company performance at a glance.
The business units facilitated various central functions. Individual branding kits ensure each business unit independently manages its brand presence. This includes logos, branding, and domains used for content creation such as newsletters and landing pages, resulting in clear differentiation of brand identities. Additionally, targeted content segmentation was implemented, enabling each business unit to have unique email templates, subscription options, landing pages, forms, and workflows. Content access can also be set according to team membership, as can access and visibility of contact, company, and deal data. For example, sales representatives from company A cannot view deals from company B, while management can centrally view and manage all data at a group level.
„Through the introduction of business units in HubSpot, the United Robotics Group can centrally manage its various business divisions. Each individual brand can continue using its own branding and create customized content. “
