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Learn moreDouble data entry, inefficient routes, and missed opportunities were costing Trimax time and revenue. Connecting Badger Maps to HubSpot fixed all three.
Trimax Mowing Systems is a global leader in commercial mowing equipment, serving dealers, municipalities, golf courses, turf farms, vineyards, polo clubs, and large-scale landowners worldwide. Their USA field team of 13 reps and service technicians covers the entire country, managing a diverse customer base across some of the most geographically spread-out territories in field sales.
Trimax's field team was getting by on Google Maps and manual processes — building routes that couldn't be properly optimized, edited on the fly, or connected to their HubSpot CRM in any meaningful way. Reps would plan a route, head out, and then return to re-enter every visit note, customer update, and new lead manually into HubSpot. Two systems running in parallel with no connection between them meant duplicated effort, delayed updates, and customer details that regularly fell through the cracks.
The routes themselves told the story. "I have seen reps' maps that look like a three-year-old's drawing…or a Spirograph," says Jenny Phillips, Trimax's USA Sales Coordinator. "If you compare that to a Badger route, it's just a huge amount of saving. So much more efficient."
Beyond routing, the team had no way to see which customers and prospects were nearby when they were already in an area. New business opportunities were driving past unnoticed every day.
Trimax's reps now build optimized multi-stop routes directly from Badger, and know in advance how long a trip will take, how many miles they'll drive, and exactly which customers are along the way. Routes that once looked “like a three-year-old's drawing” now run tight, logical, and efficient — saving hours of drive time, cutting fuel costs, and reducing the fatigue that comes from a disorganized day on the road. Reps can edit their routes on the fly when plans change, and the system now handles up to 120 stops — a game-changer for Trimax's reps who spend weeks at a time on the road covering vast territories.
The difference between Trimax before and after Badger Maps is most visible in the relationship between Badger and HubSpot. Where there were once two separate systems with no connection, there is now a single, seamless workflow. Customer information updated in Badger flows instantly into HubSpot. HubSpot data is immediately available in Badger. Notes logged in the field sync across automatically. And every rep arrives at every meeting knowing exactly what's happened with that account, without opening a laptop or switching between apps.
“Previously we had separate systems…which was inefficient time-wise — you were double transferring everything. The two systems now work together and find information which saves time, human error, and saves mistakes being made”
Before Badger, Trimax's reps and service technicians drove to their scheduled stops and came home. They had no way to see what else was nearby like which golf courses, turf farms, or municipalities were right along their route but not on their list. With Badger's lead generation tools, that's all changed.
Reps can now search for new prospects by type — golf courses, municipalities, vineyards, equestrian properties — and surface them directly on their map alongside existing accounts. Service technicians heading to a job can now contact nearby customers along the way and turn a service call into a sales opportunity. "There's a golf course just down the road from this turf farm," Jenny explains. "It's giving us new business opportunities as well as making sure we're not missing existing customers when we go to places."
The lasso tool and filters also help Trimax ensure their reps are visiting the right type of customers. They filter out sod retailers and residential properties so reps aren't wasting time calling on accounts that don't fit their profile.
Because reps are capturing more information in the field and syncing it to HubSpot automatically, the whole organization has access to better, faster data than ever before. The marketing team uses it. Sales ops analyzes customer types by region. Leadership can see which areas to focus on next. And the speed at which information moves across the organization has improved dramatically. "Information comes across quicker by using Badger notes combined with HubSpot," says Jenny. "It's a lot quicker for other people to see who need to see it."
Deploying a new field sales platform across a nationwide team isn't always straightforward, but for Trimax, the experience was exactly what they needed it to be. "It was very easy, actually very good," says Jenny of the integration process. "If ever we had a question or an issue, we'd communicate and come back with a solution. I found it a very smooth process."
The Badger team itself left a strong impression. "The Badger team are very responsive, very helpful, and just make anything to do with Badger very easy. The reps can contact them with anything they're stuck with and they work through it with you so you don't feel that you're struggling with it."
“I'd recommend using Badger Maps with HubSpot because it creates a much more efficient work environment, saves on costs, and creates benefits in sales. You can only get more sales, more revenue, more efficiency, and more time for your reps to do more.”
Badger Maps integrates natively with HubSpot in real time, syncing contacts, companies, deals, and custom objects in both directions, at every pricing tier, with free setup handled by Badger's integration specialists.
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