Built together, built to scale.
How Indeemo and Centralise partnered to unify revenue operations on HubSpot and deploy an AI agent that resolves an incredible 77% of tickets, 24/7, in any language.
77%
400+
24/7
Who is Indeemo?
Indeemo is an award-winning, AI-powered in-the-moment video research platform that is transforming the way researchers, designers and brands connect with their customers. They empower market research, UX and customer experience teams to capture rich, authentic, real-world video insights from participants in the context of their everyday lives, going far beyond what traditional research methods can offer. With support for over 30 languages, a global respondent panel of 3 million+ and a powerful suite of AI tools for transcription, translation, sentiment analysis and journey mapping, Indeemo makes it faster and easier than ever to understand people, products, purchases, and experiences at scale.
Indeemo had a clear strategic ambition: to grow their research platform without growing the operational complexity that typically comes with scale. This meant bringing marketing, sales and customer success into a single, connected system. A system that has intelligence and automation that allows the team to focus on what they do best.
The decision to move to HubSpot wasn’t reactive. It was a deliberate choice to invest in infrastructure that could grow with the business. By consolidating tools, unifying the data and introducing a layer of automation, the Indeemo team would have sharper insight and more importantly, they would have more time.
We worked with Indeemo on the design decisions which would go on to shape how HubSpot’s contact and lead model would reflect Indeemo’s actual business, including (but not limited to), the nuances of complex enterprise account structures spanning multiple regions and billing entities. We also needed to consider how to phase the rollout in a way that kept everything running while the new environment took shape.
What Indeemo set out to achieve
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MARKETING Segmentation they could trust Move from broad-reach email to properly segmented, attributed campaigns with automated contact management and intelligent lead routing. |
SALES Fragmented attribution Bring contacts, companies and deal attribution into one system with pipeline logic that genuinely reflected how Indeemo sells, including long sales cycles and multi-entity enterprise accounts. |
CS & FINANCE Centralising their insight Replace manual processes with structured ticket routing, centralised customer insight, and the foundation for AI-assisted support resolution. |
The Approach
A shared approach: structured sprints, collaborative decisions
Rather than a single large migration, we worked with Indeemo to do a phased implementation sprint, each with a defined scope, clear acceptance criteria and space to make decisions together as the build progressed. Live systems stayed live. Every sprint added capability without disruption.
Marketing Automation and Attribution
HubSpot Campaigns unified all marketing activity under a structured reporting model for the first time. Form-based workflows automated contact creation, attribution, routing and follow-up. Lead routing logic was configured around geography, company data and ownership rules, so the right leads reached the right people automatically.
Sales Pipeline and Lead Qualification
Deal pipelines were built to mirror Indeemo's real sales motion; from opportunity through contract to close. Workflows move leads through qualification stages based on engagement, create deals once criteria are met and enforce required fields and approvals at each stage gate.
"Erin went from zero to resolving 70% of participant support tickets the moment she went live and we really don't think about it anymore. She just handles it.”
Meet Erin
The AI opportunity hiding in plain sight.
Indeemo operates a two-sided research platform: clients conducting research on one side, participants taking part on the other. Both need support, but the participant side had something valuable: predictability. Queries followed consistent patterns. The knowledge base was well understood. It was a natural fit for intelligent automation.
Together, Indeemo and Centralise built Erin. A named AI support agent deployed through HubSpot's Customer Agent, trained on 11 structured short-answer responses mapped to the most common participant questions. No complex integrations. Minimal configuration. A focused build that delivered immediately.
What Erin handles
Task clarification, payment timelines, platform access. Erin manages the full response cycle for the queries that make up the bulk of participant support. Crucially, she does this in any language a participant writes in, despite Indeemo's team providing knowledge in English only.
The numbers
Since going live, Erin has resolved over 400 conversations with a sustained resolution rate of approximately 77%, peaking above 80% during normal operating periods. She handles up to 30 tickets a day at peak volume, responds in minutes and never goes offline. Each resolved ticket represents 10 to 15 minutes of human time saved, including translation.
Capacity, not headcount
Indeemo is processing a higher volume of research today than a year ago, at the same team size. Erin absorbed the support load that growth would otherwise have required additional headcount to manage. That's not just an efficiency gain, it's a structural shift in how the business can scale.
The Build. Six platforms unified across five sprints.
The rollout followed a structured sprint model, each with a defined scope and acceptance criteria. HubSpot Workflows served as the operational glue connecting every function, a deliberate architectural decision from the outset, not an afterthought.
The Results
Indeemo now operates from a unified HubSpot environment, with an AI agent handling the majority of participant support and a revenue operations model designed for the business they're building toward.
- 77% of participant support tickets resolved by Erin, achieving this incredible rate from the moment she went live and sustaining it across 400+ conversations in the first nine months.
- Six platforms consolidated into one: Close CRM, Freshdesk, SendGrid, a dedicated signing platform and multiple manual spreadsheet workflows all replaced by a single HubSpot environment.
- 24/7 multilingual support delivered without additional headcount. Erin responds in any language a participant writes in, despite Indeemo's team providing knowledge in English.
- Higher business volume at the same team size: Indeemo is processing more research than a year ago without growing its support headcount or adding additional pressure on their team; a direct result of Erin absorbing the participant support load.
- A connected revenue operation: automated lead routing, structured campaign attribution and deal pipeline controls introduced for the first time, replacing manual list management and disconnected reporting across Marketing, Sales and CS.