An investment management company partnered with FuseIT to overcome challenges in lead tracking and sales engagement. Through a Send2CRM trial, they gained deep visibility into customer behaviour, enabling smarter sales conversations, improved lead qualification, and more personalised website experiences.
The results so far include a more efficient sales process, clearer attribution of investor activity, and stronger confidence in decision-making.
“It’s like having a secret weapon - giving us a huge advantage and the ability to act with greater confidence and precision.”
- Marketing & Communications Coordinator
The client is an investment management technology company operating in private capital markets. They provide cloud-based software solutions that support issuers, fund managers, private businesses, employee share ownership plans (ESOPs), and co-operatives. Their platform enables organisations to manage share registries, raise capital, and facilitate trading in private market assets.
Their focus is on using technology to streamline operations, improve engagement, and deliver scalable solutions for private markets.
Due to the nature of their business, the client manages a long and complex sales cycle. This made it difficult to trace the origin of leads and gather reliable information about potential clients.
They also needed to understand a diverse range of website visitors — from individual investors to managers and employers. Without clear insight into visitor intent, follow-ups were often inefficient, and delivering relevant, targeted communications was challenging.
“We have a long sales cycle, which makes it difficult to trace where clients originally come from and to gather reliable information about them.”
- Marketing & Communications Coordinator
Additionally, leads were entering Salesforce with minimal context. Multiple form submissions often created duplicate records, generating significant manual work and making it difficult to identify which sales and marketing activities were truly effective.
“Before Send2CRM, leads would go straight into Salesforce with no context, often creating duplicates and generating hours of manual work. Send2CRM brings all visitor activity together, giving a clear, actionable view of each prospect.”
- Chris Bertram, FuseIT CTO
To address these challenges, FuseIT implemented a Send2CRM trial. Send2CRM captures and surfaces customer insights directly from website interactions.
With Send2CRM, the client gained the ability to:
“Being able to track a potential client’s journey through our website highlights both their level of engagement and their specific areas of interest. This allows us to enter sales conversations with a clearer picture and tailor our approach.”
- Marketing & Communications Coordinator
“I can see exactly what people are looking at and where they came from.”
- Marketing & Communications Coordinator
This visibility enabled the team to tailor their engagement, make informed decisions earlier, and improve sales effectiveness.
“Send2CRM brings all visitor activity together in one place, giving immediate insights into who prospects are, what they care about, and how to engage them effectively.”
- Chris Bertram, FuseIT CTO
The client quickly expanded their use of web forms and leveraged insights to:
Send2CRM also consolidated all activity into a single CRM record, eliminating duplicates and reducing manual workload.
During the trial, weekly FuseIT sessions provided hands-on problem solving at a comfortable pace.
“The weekly meetings are tailored to my needs and pace.”
- Marketing & Communications Coordinator
“I’ve learned so much already!”
- Head of Product
Even early in the trial, the client experienced:
“The additional customer insights are already proving valuable in supporting our sales process.”
- Marketing & Communications Coordinator
“It feels like having a secret weapon - giving us a huge advantage and the ability to act with greater confidence and precision.”
- Marketing & Communications Coordinator
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