About HLK

Haseltine Lake Kempner (HLK) is a leading European intellectual property law firm providing services in patent, trade mark, design and IP litigation. With their head office in Bristol and offices across Europe, HLK delivers specialist IP services to clients around the world, helping to protect innovations and brands through expert legal counsel. Their team consists of highly qualified patent attorneys, trade mark attorneys and IP lawyers working across a range of technical and commercial fields.

The Challenges for HLK

Before engaging with PYB, HLK faced several operational challenges that were limiting their business efficiency:

• Legacy CRM System - They were using Goldmine, a clunky and outdated CRM that was no longer meeting their needs.
• Siloed Teams - The firm's three main teams (admin, marketing, and attorneys) were operating with disconnected systems and processes.
• Technology Adoption Concerns - There was significant hesitation from the patent attorneys, who were often reluctant to adopt new technology.
• Global Implementation Needs - As a global firm, they needed a solution that could be implemented and adopted consistently across multiple offices.
• Complex Sales Cycle - Their 9+ month sales cycle required sophisticated tracking and relationship management capabilities.
• Bespoke Requirements - They needed a highly customised approach that would align with their existing systems and terminology.

The Solution by PYB

Plus Your Business (PYB) worked closely with Beth Brown, Marketing Executive at HLK, to implement a tailored HubSpot CRM solution that addressed their specific challenges and supported their business goals.

Comprehensive Understanding Phase

PYB began with an in-depth exploration of HLK's unique requirements:

• Extensive pre-engagement consultation to fully understand the firm's specific needs
• Detailed analysis of existing processes and systems, including Goldmine CRM
• Assessment of team structures and potential adoption challenges
• Development of a customised implementation strategy focused on attorney adoption

Bespoke Implementation Strategy

The implementation was carefully designed to address HLK's specific challenges:

• Complete redesign and repackaging of standard HubSpot materials to match HLK's brand and terminology
• Custom renaming of the HubSpot platform to "Clio" to work alongside their existing "Patricia" database
• Creative adaptation of HubSpot branding elements for internal communications
• Development of implementation phases spread over a three-month period
• Creation of tailored learning objectives and training plans for different user groups

Innovative Training Approach

A key focus was ensuring adoption across all teams, particularly the technology-resistant attorneys:

• Series of virtual workshops (1.5 hours each) designed for global participation
• Small, engaging exercises to ensure deep learning and practical application
• Custom on-demand video content created specifically for HLK's use cases
• Training deployed from week 8 onwards with scheduled refresher sessions
• Bespoke slide decks and materials matching HLK's internal language and processes

Results

The implementation of HubSpot CRM transformed HLK's operations by successfully overcoming attorneys' initial technology reluctance, converting skepticism into daily system engagement and feature utilization that has fundamentally improved how the firm operates. Where they once struggled to track activities across their long sales cycle, they now benefit from consistent creation and completion of tasks that provide enhanced visibility into client engagement throughout the relationship lifecycle. The previously disconnected client information scattered across teams has been replaced with systematic addition and pinning of notes to contact and deal records, creating a unified view of client relationships that strengthens service delivery. The implementation also addressed the complex coordination challenges of scheduling meetings with global clients and teams by increasing the use of meeting links that streamline the entire scheduling process. These operational improvements have culminated in solving two critical business challenges: the limited visibility of new business opportunities has been replaced with active management of deals on the board, providing greater transparency of the pipeline, while simultaneously enhancing the firm's ability to monitor and improve client retention through more sophisticated relationship management—delivering comprehensive business benefits at every stage of the client journey.

Client Testimonial

Very easy to work with

Martin and Elisa took the time to really understand our requirements and were always available to answer any questions we had, even before we formally engaged them. We needed a lot of support to set up and roll out HubSpot and Martin and Elisa were there every step of the way.

Beth Brown

Marketing Executive, HLK

Key Success Factors

Several elements contributed to the successful implementation:

• Deep Requirements Understanding - PYB invested time upfront to thoroughly understand HLK's specific needs and concerns.
• Bespoke Training Program - The customised training approach addressed the unique needs of different teams, particularly the attorneys.
• Global Accessibility - Virtual workshops and on-demand videos ensured consistent training across all offices.
• Brand Integration - The renaming of HubSpot to "Clio" and customisation of materials helped integrate the new system into HLK's existing environment.
• Ongoing Support - Continuous availability to answer questions and provide guidance throughout the implementation process.
• Phased Implementation - The three-month rollout with refresher sessions ensured thorough adoption across the organisation.

Looking Forward

With their new HubSpot CRM implementation in place, HLK is well-positioned to:

• Continue improving client relationships through better information management
• Enhance cross-team collaboration between admin, marketing, and attorneys
• Leverage data insights to identify opportunities for repeat business
• Further streamline their complex sales cycle
• Expand their use of HubSpot's advanced features to support their growing global presence
• Maintain their competitive edge in the intellectual property legal services market

The partnership with PYB has established a solid foundation for HLK's ongoing business evolution and growth.

Technologies Used

• HubSpot CRM (customised as "Clio")
• Virtual training workshops
• Custom on-demand training videos
• Bespoke implementation materials

About PYB

PYB specialises in HubSpot implementation, migration, and customisation services, helping businesses harness the full power of the HubSpot ecosystem. With deep expertise across industries, including legal services, hospitality, telecom, and professional services, PYB delivers tailored solutions that drive measurable business results.