Dialect Inc: How a Global Gaming Agency Transformed Operations with HubSpot CRM Migration

About Dialect Inc.

Dialect Inc. is a global agency specialising in marketing and communication solutions primarily for gaming and technology audiences. Founded by John Gower, who serves as CEO and Executive Chairman, the company has established itself as a trusted partner for businesses seeking to engage effectively with gaming and tech communities. With expertise in content marketing developed over 20 years across three continents, Dialect Inc. helps brands tell compelling stories that drive loyalty and action from their customers.

The Challenges for Dialect Inc.

As a growing global agency, Dialect Inc. faced several key challenges in managing their client relationships and business development efforts:

• Limited CRM Capabilities - Their existing Pipedrive system was no longer sufficient to support their expanding global operations and increasingly complex sales processes.
• Fragmented Marketing Activities - Website optimisation, SEO, and Google Ads campaigns were managed separately from client relationship data, creating inefficiencies and missed opportunities.
• Reporting Limitations - As their client data grew, Dialect needed more sophisticated reporting capabilities to gain actionable insights and guide strategic decisions.
• Global Team Coordination - With team members operating across different regions, Dialect required better tools to maintain consistent sales processes and communication.
• Scalability Concerns - The company needed a more robust platform that could scale with their continued growth and adapt to evolving business requirements.

The Solution by PYB

Dialect Inc. partnered with Plus Your Business (PYB) to address these challenges through a comprehensive HubSpot implementation and ongoing optimisation support.

Strategic CRM Migration

PYB began with a carefully planned migration from Pipedrive to HubSpot:

• Thorough audit of existing Pipedrive data structures and processes
• Development of a customised migration strategy to preserve all critical data
• Mapping of sales pipelines and processes to HubSpot's more robust framework
• Design of custom properties and objects tailored to Dialect's specific needs
• Implementation of enhanced security measures appropriate for a global operation

HubSpot Configuration and Optimisation

Following the initial migration, PYB configured HubSpot to maximise value for Dialect:

• Sales Process Alignment - Creating customised deal pipelines that reflected Dialect's unique sales methodology and service offerings.
• Contact Management Enhancement - Implementing sophisticated segmentation and relationship tracking to better manage global client relationships.
• Internal Communication Tools - Setting up streamlined processes for team collaboration, including Slack integrations for quick access to client information.
• Automation Implementation - Developing automated workflows to ensure consistent follow-up and reduce manual administrative tasks.
• Training and Adoption Support - Providing comprehensive training to ensure the Dialect team could fully leverage HubSpot's capabilities.

Digital Marketing Integration

PYB expanded support to include digital marketing optimisation:

• Website Optimisation and SEO - Providing strategic guidance to improve online visibility and conversion rates.
• Google Ads Management - Offering valuable insights to enhance Dialect's paid search campaigns and improve ROI.
• Marketing-Sales Alignment - Integrating marketing activities with the CRM to create a seamless lead generation and nurturing process.

Advanced Reporting Development

As Dialect's data matured, PYB helped develop sophisticated reporting solutions:

• Custom dashboard creation to track key performance indicators
• Advanced reporting templates tailored to executive and team-level needs
• Ongoing optimisation to refine metrics and improve data visibility
• Strategic analysis to identify trends and opportunities

The Remarkable Results

The partnership between Dialect Inc. and PYB has transformed multiple aspects of the business, elevating them from a limited Pipedrive system with restricted workflow automation to a sophisticated HubSpot platform that James Elliott describes as "stepping up their game" with clearer processes and enhanced tracking capabilities. Where team coordination once required labour-intensive manual effort—particularly challenging for a global operation—HubSpot's enhanced collaboration tools and strategic Slack integrations have created a more connected team environment, with John Gower noting that PYB remains "always just a 'Slack message' away" for ongoing support. The migration has similarly revolutionised their marketing approach, replacing the previously disconnected management of website optimisation, SEO, and Google Ads with fully integrated marketing and CRM systems that have significantly improved campaign effectiveness, with Gower specifically highlighting PYB's "valuable insight re: website optimization/SEO & Adwords" as a key contributor to this success. Perhaps most transformative has been the evolution of their analytics capabilities, where limited reporting that made strategic insight difficult has been replaced with advanced reporting tools providing actionable business intelligence, prompting Gower to emphasise how "great" it has been "to hone our HubSpot reporting" as their data has matured—ultimately creating a data-driven decision-making culture that powers their continued growth.

Dialect Inc. Perspective

The Dialect team has been thoroughly impressed with both the implementation and ongoing support:

The HubSpot Impact That Exceeded Expectations

The implementation of HubSpot has had far-reaching effects on Dialect's operations:

Long-Term Partnership Evolution

What began as a CRM migration has evolved into a long-term strategic partnership spanning several years, with PYB providing ongoing support across multiple aspects of Dialect's business:

• Initial Pipedrive to HubSpot migration
• Digital marketing optimisation
• Advanced reporting development
• Continuous system refinement
• Strategic guidance as the business evolves

Operational Improvements

The HubSpot implementation has delivered significant operational benefits:

• More structured and consistent sales processes
• Enhanced visibility into the sales pipeline
• Better tracking of client relationships and interactions
• Improved coordination between team members
• Reduced administrative burden through automation

Strategic Business Insights

The enhanced reporting capabilities have provided Dialect with valuable strategic insights:

• Clearer understanding of sales performance and trends
• Better visibility into marketing campaign effectiveness
• More accurate forecasting and resource planning
• Data-driven decision making at executive level
• Improved ability to identify growth opportunities

A Foundation for Continued Growth

The successful migration to HubSpot and ongoing partnership with PYB has established a strong foundation for Dialect's continued growth in the global market. The scalable CRM platform, combined with integrated marketing capabilities and advanced reporting, provides the infrastructure needed to support the company's expansion whilst maintaining excellent client relationships.

James Elliott's description of the migration as a "seamless process" despite the complexity involved highlights PYB's expertise in managing such transitions. Similarly, John Gower's emphasis on the team being "responsive, reliable and experienced" underscores the value of the ongoing partnership beyond the initial implementation.

As Dialect continues to grow and evolve, their HubSpot platform will adapt and scale to meet new challenges, with PYB providing ongoing support and strategic guidance to maximise the value of their investment.

Technologies Used:

• HubSpot CRM
• HubSpot Marketing Hub
• HubSpot Sales Hub
• Google Ads integration
• SEO tools
• Custom reporting dashboards
• Slack integration
• Automated workflows

Key Innovations:

• Comprehensive Pipedrive to HubSpot migration strategy
• Integration of sales and marketing activities
• Global team collaboration enhancement
• Advanced reporting customisation for a global agency
• Long-term partnership approach to CRM optimisation