Background
Client: Seconn Fabrication
Industry: Metal Fabrication
Company Size: 25-50 Employees
Location: Waterford, CT
Seconn Fabrication, located in Waterford, CT, is a precision metal fabrication company with over 20 years of experience. Seconn delivers advanced fabrication solutions to clients across diverse industries. As their service offerings expanded and sales processes grew more complex, Seconn sought a scalable solution to manage customer relationships and streamline internal operations.
The Challenge
As a growing manufacturer with over two decades of experience, Seconn Fabrication faced mounting inefficiencies in its sales process. The sales team was managing deals through shared Excel spreadsheets, leading to version control issues, lost visibility, and delayed follow ups.
The absence of a centralized CRM meant that Seconn couldn't track lead sources, understand pipeline performance, or attribute revenue effectively. Sales prospecting was particularly manual and inconsistent, especially when sourcing leads via LinkedIn. Even returning customers required unnecessary time and coordination to complete repeat orders.
Seconn needed more than just software, they needed a strategic partner to build a foundation for scalable, insight-driven growth.
The Solution
Seconn partnered with Blue Frog to implement a fully customized HubSpot Sales Hub that could grow with their business. By tailoring the platform to Seconn's specific process and growth goals, Blue Frog delivered an integrated solution that not only solved short-term inefficiencies, but positioned the company for long-term agility and performance.
Custom Sales Pipeline with Deal Stage Automation
To bring structure and clarity to Seconn's opportunity management, Blue Frog built a fully customized sales pipeline within HubSpot, mapping out each deal stage from RFQ through close. Alongside custom deal properties, automation was introduced to trigger task assignments and internal notifications as deals progressed. This eliminated the need for manual tracking and helped enforce a consistent process across the team. As a result, the sales team gained the ability to track each opportunity in real time, reduce delays, and ensure that no follow-up fell through the cracks.
Real Time Dashboards for Executive & Sales Team Reporting
With reporting previously limited to static spreadsheets, Blue Frog introduced dynamic dashboards using HubSpot's native reporting tools. A "Weekly Sales Report" dashboard was developed for the sales team to track pipeline activity, while a high-level "Executive Report" offered leadership insights into revenue trends, sales velocity, and rep performance. These dashboards provided instant visibility into deal movement and performance indicators, enabling both proactive sales management and strategic decision-making grounded in real-time data.
Sales Enablement with Templates, Sequences, and Task Queues
To support consistent outreach and streamline rep workflows, Blue Frog configured HubSpot's sales enablement tools to reflect Seconn's communication needs. Email templates and snippets were created for commonly used messages like RFQ responses and quote follow-ups, while task queues allowed reps to manage their own outreach efficiently. Sequences were set up to automate touch points with new prospects and prevent leads from being neglected. This toolkit empowered Seconn's team to boost productivity without sacrificing quality by working smarter, personalizing communications, and staying organized.
Apollo Integration for Scalable Prospecting
Recognizing the need for better lead sourcing, Blue Frog integrated Apollo with HubSpot to modernize Seconn's prospecting workflow. Ideal Customer Profiles (ICPs) were defined in Apollo, and qualified contacts were seamlessly synced into HubSpot, where they enrolled in structured outreach sequences. This automation reduced manual data entry, sped up prospecting efforts, and improved the conversion rate from cold outreach to qualified opportunities. It also helped the sales team maintain a steady pipeline of high-quality leads, aligned with Seconn's strategic targets.
Sales Team Training and Enablement
To ensure long-term adoption and success, Blue Frog provided hands-on training for Seconn's entire sales team. The training focused on practical, day-to-day usage of HubSpot tools such as logging calls and meetings, working through task queues, and leveraging templates and sequences for outreach.
Team members learned how to navigate the platform confidently, track their own performance, and collaborate effectively using shared data. This foundational knowledge not only reduced ramp-up time, but empowered the team to fully leverage HubSpot's capabilities, laying the groundwork for continuous improvement and future scalability.
