A hybrid marketing agency is the need of the day, so Xebec collaborates with clients to arrive at winning solutions for their marketing needs, Bhat says: “We need to anticipate where the future of marketing is and what clients will need.” Having identified a need for a customisable, integrated LMS+CRM (lead management system combined with customer relationship management) solution, it came up in 2018 with HELM, an in-house proprietary platform. Some of the other products in this space, she says, are either too expensive or do not have customisable features.

Boasting ‘the best of a SaaS model and a customised solution’, HELM allows clients to capture leads directly from landing pages, add them manually, auto-distribute them as per hierarchy, update their details with additional information including the status like hot, warm or cold. It also enables tasks to be updated to follow up leads, a calendar view of tasks and transferring leads to the customer service department, with a customer complaint module, a dashboard view of leads and e-mail and SMS alerts.

Track, monitor and manage

With a number of marquee clients in the B2B space, including Volvo Construction Equipment, ABB, Kohler, Cummins Power Generation, Demag Cranes and ThyssenKrupp besides Cooper Corporation and Creaticity, Xebec also has clients in the IT sector, which come under the B2B domain and look at a focussed approach, like Amdocs, MphasiS, Tibco, MarTech and HR Tech. “We have deployed HELM successfully across industry verticals. It is being used efficiently to track, monitor and manage business,” Bhat adds.

‘We intend to deploy HELM as an integrated offering along with digital marketing,” adds her brother Anil Bhat, Xebec’s COO & executive director, who is based in Bengaluru. “Every company, which needs to reach out to potential customers, needs to run digital marketing campaigns which entails content and lead generation.”

Clients using HELM find it easy to manage the lead flow and nurture them to a logical conclusion, he explains: “There is no wastage of leads and the management gets a bird’s eye view of lead flow and the potential pipeline for the month or quarter. In fact, one of our clients has gone further to do production planning based on the order pipeline. Another client in the furniture space has been able to generate leads for their retail partners even during the lockdown.”

With the second-generation module of HELM being implemented now, customers say they are ‘witnessing greenshoots of effectiveness’. “We are keen to see some exciting results soon,” adds Mahesh of Creaticity. “We have codenamed the tool BEAGLE, symbolising the character of the dog breed with ‘immense tracking capabilities’, and hope to amplify the usage of this tool and improve its utilisation through refinement and learning.”