Digitalegy Case Study: Coin City

About Coin City Mexico

Coin City Mexico is the leading company in Mexico and Latin America dedicated to the commercialization and automation of vending machines. Its offer ranges from traditional vending machines to high-tech "Smart Vending" solutions, interactive kiosks and customized developments for brand activations and BTL events.

Its market is incredibly diverse, spanning multiple B2B segments:

• Corporate and Offices: For employee consumption.
• Industry: For the control and dispensing of Personal Protective Equipment (PPE).
• Entrepreneurs: Looking to start their own vending business.
• Marketing Agencies: Who require customized machines for events.

This diversity of profiles represented a highly complex operational challenge for their marketing and sales teams.

The problem

Coin City Mexico's challenge was not lack of interest. Its Google and Facebook ad campaigns (as seen in the "Ad performance" graph) generated a significant volume of clicks, reaching peaks of more than 230,000 clicks annually.

The real problem was the qualification and management of that demand.

The sales team was receiving a constant flow of leads, but they were completely mixed: from a student asking for curiosity, to a purchasing manager of a multinational corporation ready for a quote.

This generated a huge inefficiency:

• Wasted time: salespeople spent most of their day filtering and qualifying leads, instead of closing sales.

• Lost opportunities: High-value leads (such as an A1 fit) went cold while waiting for a response, as they were in the same queue as a low-quality lead.

• Lack of Traceability: It was impossible to know which campaigns were generating quality leads (MQLs) and which were just generating volume.

Coin City needed a solution to automate lead qualification and deliver to their sales team only the opportunities with the highest probability of closing.

The Solution

Implement a strategy supported by HubSpot

Digitalegy designed and implemented a robust Marketing Operations strategy, using HubSpot Marketing Hub Pro as the hub of the entire operation.

The solution focused on three pillars:

1. Centralization and Full Traceability: all demand generation sources (Google Ads, Facebook Ads, website forms, etc.) were integrated directly into HubSpot. This provided a 360-degree view of each channel's performance and each prospect's journey.

2. Advanced Lead Scoring Model (Fit vs. Engagement): This was the core of the strategy. Digitalegy configured a custom lead scoring model based on two axes:

• Fit Level (Profile): classifies leads (A, B, C) according to their demographic and firmographic profile, obtained from the forms. Criteria such as "Company Size", "Industry" or "Project Type" determine whether the lead aligns with Coin City's Ideal Customer (ICP).

• Fit Level (Profile): Classifies leads (A, B, C) according to their demographic and firmographic profile, obtained from the forms. Criteria such as "Company Size", "Industry" or "Project Type" determine if the lead aligns with Coin City's Ideal Customer (ICP).

• Engagement Level: Rates leads (1, 2, 3) based on their digital behavior. Actions such as visiting key pages (e.g. "Industrial Vending"), downloading a catalog or opening emails, add points and demonstrate their level of interest.

  Engagement Level (Interaction): Rate leads (1, 2, 3) based on their digital behavior. Actions such as visiting key pages (e.g. "Industrial Vending"), downloading a catalog or opening emails, add points and demonstrate their level of interest.

   

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3. Funnel Automation (MQLs and Nurturing): With the scoring matrix active, automated workflows were created to manage each lead:

• • Prioritization of MQLs: Any lead qualified as A1, A2 or B1 (high fit and high engagement) was automatically marked as a Marketing Qualified Lead (MQL), assigned to a salesperson and notified to the sales team in real time for immediate follow-up.

  • Lead Nurturing: Leads with good fit but low engagement (e.g. A3) or vice versa, were enrolled in lead nurturing sequences. Through automated emails and valuable content, we sought to "warm them up" and increase their engagement score until they were ready for sales, all without manual intervention.

As Commercial Director of Coin City, our challenge was not a lack of leads, but rather the efficiency with which we qualified them. The sales team spent more time filtering than closing, mixing high-value opportunities with low-quality prospects.
The Marketing Operations strategy that Digitalegy designed and implemented in HubSpot was a radical change. Their Lead Scoring model (which combines ‘Fit’ and ‘Engagement’) is the engine of our new sales operation.
We stopped chasing cold prospects. Now, my sales team receives prioritized, hot MQLs (Marketing Qualified Leads), ready to be contacted. The alignment between Marketing and Sales is complete.
The results are irrefutable proof: more than 480 new customers and 11,500 qualified contacts in 18 months demonstrate the success of the strategy. Digitalegy understood our complex B2B business model and delivered a solution that generates predictable revenue.

Lerings Rodríguez Director Comercial

The Results