About Cegos UK

Cegos UK is part of the Cegos Group, a world leader in professional learning and development with over 95 years of experience in the industry. Headquartered in Bracknell, Berkshire, Cegos UK delivers training programmes to organisations across a wide range of sectors, helping them improve performance and support long-term growth. As a trusted learning partner to many of the world's leading blue-chip companies, Cegos UK offers instructor-led training, blended learning, and digital solutions in areas such as leadership, management, and professional skills development. With a global presence across 50 countries and training over 250,000 people annually, Cegos combines international reach with localised expertise to deliver impactful learning experiences.

The Challenges for Cegos UK

As a leading provider of corporate training solutions, Cegos UK faced several significant challenges in managing their client relationships and marketing activities:

• Legacy CRM Limitations - Their existing Microsoft Dynamics 365 system was no longer effectively supporting their evolving business needs, particularly as they sought to enhance their marketing capabilities.
• Fragmented Marketing Tools - The use of separate systems for email marketing (Dot Mailer) and webinar management (GoToWebinar) was creating inefficiencies and making it difficult to maintain a unified view of client engagement.
• Lack of Integration - The disconnected nature of these systems meant valuable data was siloed, hampering the team's ability to track the complete customer journey from initial interest through to training delivery.
• Complex Reporting Requirements - As a global organisation with a diverse client base, Cegos UK needed more sophisticated reporting capabilities to track performance across various training programmes and client sectors.
• Scalability Concerns - The company required a more robust platform that could scale with their continued growth and adapt to the evolving L&D marketplace.
• Lead Generation and Nurturing - Cegos UK needed to improve their lead generation approach, particularly in reaching senior learning and development professionals interested in emerging technologies like generative AI.

The Solution by PYB

Cegos UK selected Plus Your Business (PYB) to lead their migration from Dynamics 365 to HubSpot, with a focus on creating an integrated system that would bring together their CRM, email marketing, and webinar management into a cohesive whole.

Comprehensive Understanding Phase

PYB began with a thorough assessment of Cegos UK's business model and requirements:

• Detailed analysis of their training programme delivery model and client engagement process
• Mapping of the complete customer journey from initial interest through to training delivery and follow-up
• In-depth review of their existing Dynamics 365 implementation and marketing tool usage
• Documentation of reporting requirements across different business functions
• Assessment of integration needs with their webinar platform

Strategic Migration and Implementation

Following this assessment, PYB designed and implemented a customised HubSpot solution:

• Data Migration - Carefully transferring all client and opportunity data from Dynamics 365 to HubSpot, ensuring data integrity and business continuity.
• Custom Objects and Properties - Developing bespoke data structures to support Cegos UK's unique training delivery model, including properties for tracking training programmes, delivery methods, and client-specific requirements.
• Marketing Tool Integration - Replacing Dot Mailer with HubSpot Marketing Hub and implementing seamless integration with GoToWebinar to create a unified marketing and communication platform.
• Pipeline Configuration - Creating tailored pipelines for both the sales process and training delivery, with stage definitions that matched Cegos UK's business processes.
• Automated Workflows - Building automation to streamline routine processes across sales, marketing, and training coordination.
• LinkedIn Ad Campaign Integration - Setting up HubSpot to manage and optimise LinkedIn ad campaigns targeting senior L&D professionals, with specific focus on lead quality measurement and campaign refinement.

Training and Enablement

To ensure successful adoption of the new system, PYB provided:

• Comprehensive training sessions for different user groups, from sales to marketing to training delivery teams
• Custom documentation tailored to Cegos UK's specific use cases
• One-to-one coaching for key team members
• Regular check-ins to address questions and optimise usage

The Results

The implementation of HubSpot delivered transformative benefits to Cegos UK, addressing key challenges and fundamentally improving their operations. Where previously there existed a significant gap between their CRM system and actual business processes that required workarounds and manual effort, Commercial Director Ken Govan now emphasises that PYB "take the time to really understand our business," resulting in a CRM implementation that precisely reflects their operations and requirements. This tailored approach extended to solving the disconnect between marketing activities using Dot Mailer and GoToWebinar and the CRM—a separation that had made tracking the complete client journey nearly impossible—by creating an integrated HubSpot platform that provides a unified view of all client interactions, from initial marketing touchpoints through to sales engagements and training delivery. The efficiency improvements have been equally remarkable, transforming teams that once worked across multiple systems with duplicate data entry and limited visibility into a cohesive unit benefiting from automation, integration, and a single source of truth for client information. Perhaps most impressively, what had initially appeared as a daunting technical challenge—migrating from Dynamics 365 whilst integrating multiple tools—was executed with such seamless precision.

Highly Successful LinkedIn Ad Campaign

Lead generation efforts were limited by disconnected systems and lack of optimisation capabilities. As such, PYB created a targeted LinkedIn campaign focused on generative AI in learning and development yielded exceptional results:

• Precise targeting of senior L&D professionals
• 100+ leads generated
• Cost per acquisition of less than $10 per high-quality lead
• Over 1,000 potential leads identified in the UK market alone
• Continuous optimisation through HubSpot's integrated analytics and lead scoring

The implementation of PYB's methodology for LinkedIn advertising through HubSpot has transformed Cegos UK's lead generation capabilities:

1. Target Account Strategy - Using HubSpot's target account functionality to create focused LinkedIn campaigns aimed at specific companies and roles within the L&D sector.
2. Lead Quality Assessment - Implementing a systematic approach to lead rating, with custom properties in HubSpot that allow the sales team to grade leads from A to E based on quality and relevance.
3. Dynamic Campaign Optimisation - Continuously refining campaigns based on performance data and sales feedback, ensuring marketing spend is directed toward the most effective messaging and audience segments.
4. Seamless Lead Management - Creating automated workflows to route and nurture leads based on their engagement with the generative AI campaign, ensuring timely follow-up and relationship building.
5. Cost-Effective Results - Achieving exceptional ROI with a modest ad spend, due to precise targeting and continuous optimisation through the HubSpot platform.

Cegos UK Perspective

Ken Govan, Commercial Director at Cegos UK, has been consistently impressed with the service provided by PYB:

Always great service

From planning to launch and training our teams Martin & Elisa never miss a beat. They take the time to really understand our business and deliver a top class service for us.

Ken Govan

Marketing & International

His reference to "Always great service" underscores the ongoing nature of the relationship, which has evolved beyond the initial implementation into a lasting partnership.

A Partnership Built on Understanding and Innovation

What stands out in conversations with Ken Govan is his emphasis on PYB's commitment to understanding Cegos UK's business - easy when you know that Martin has been Doing business.  with them for almost 25 years.

This deep comprehension has been crucial to delivering a CRM implementation that truly serves their specific needs as a professional training provider.

The implementation has not only addressed the immediate technical requirements but has also created a platform that aligns perfectly with Cegos UK's business model and supports their mission of delivering impactful learning experiences to their clients.

Technologies Used:

• HubSpot CRM
• HubSpot Marketing Hub
• HubSpot Sales Hub
• GoToWebinar integration
• LinkedIn Campaign Manager integration
• Automated workflows
• Custom reporting dashboards
• Data migration tools
• Lead scoring and quality assessment

Key Innovations:

• Migration from Dynamics 365 to HubSpot
• Integration of email marketing and webinar platforms
• Custom objects and properties for training management
• LinkedIn advertising optimisation through HubSpot
• Lead quality assessment methodology
• Target account implementation for focused advertising