NE Water Softeners specializes in both online and offline water softener solutions for consumers.

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About NE Water Softeners

NE Water Softeners is a UK-based provider specializing in both online and offline water softener solutions for consumers. The company has a strong reputation for customer service and was ready to level up its marketing and sales performance through HubSpot—if they could find the right partner to guide the transformation.

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Industry

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Platform Users

The Challenge

NE Water Softeners had begun using HubSpot but wasn’t realizing the full value of the platform. The team needed to increase lead conversion by building complex workflows that aligned with the real customer journey. Disconnected data systems and a lack of automation were creating manual inefficiencies and limiting performance. Internal knowledge gaps made it difficult to execute their vision, and they needed a partner who could both lead and educate along the way.

What They Needed

The company wasn’t just looking for a basic HubSpot implementation—they wanted a tailored system built around how they actually operate. Their priorities included:

  • Designing and automating the full lead journey

  • Connecting siloed systems for unified data and reporting
  • Setting up lead scoring and segmentation

  • Gaining control over their pipeline through better visibility and process

Why They Chose Blu Mountain

Blu Mountain stood out for its ability to move fast while staying strategic. “They dove right in to show us how a complex workflow worked and how we could best convert our hot and cold leads in the buying process,” said Jenny Watt, Director at NE Water Softeners. The team appreciated Blu Mountain’s product knowledge, transparent communication, and cost-effective approach.

The Solution

 Blu Mountain began by mapping the customer journey from lead capture to conversion.
After conducting a deep dive into NE Water Softeners’ current systems, they

Built automated workflows

To nurture leads based on behavior and stage

Developed lead scoring model

To prioritize follow-ups

Integrated data sources

For cross-platform visibility

Set up reporting tools

To track funnel performance

Backend operations

Took full ownership of backend operations, allowing the NE team to focus on growth

The Results

  • With the new workflows and automation in place, NE Water Softeners saw a marked increase in lead engagement.
  • Open and reply rates improved as communications were better timed and more personalized. Internal processes became faster and easier to manage.
  • Most importantly, the team had a clear view of where each lead stood and what actions were needed to convert.

Unified visibility

Across marketing and sales funnels

Significant productivity gains

Enabling the team to move projects forward after over a year of stalled progress

Enhanced ability to make data-driven decisions

Through reliable attribution and funnel tracking

Streamlined inbound motion and improved sales accountability

Through the custom-built prospecting workspace

Improved marketing spend optimization

Through measurable attribution of both online and offline campaigns

What the client is saying

 “They dove right in to show us how a complex workflow worked and how we could best convert our hot and cold leads in the buying process."

Jenny Watt

DIRECTOR

NE Water Softener

What Stood Out

For Suzanne and the Lotlinx team, Blu Mountain’s greatest strengths were attention to detail, clear communication, and the ability to deliver strategic empathy. "They didn’t just build what we asked for," Reimer reflected. "They understood where we needed to go—and helped us get there faster than we could have alone."

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