From a contact form to a working sales engine.

Client Overview

Bidit is a commerce negotiation platform that brings the age-old practice of price negotiation to e-commerce. Through their Shopify app, shoppers can "make an offer" on products, and merchants can respond in real-time. Their MVP launched in late 2025, primarily in jewellery, and was already seeing remarkable conversion rates of 11-12% (compared to the industry standard of around 2%).

Where They Were: The Challenge

When Bidit first reached out to Lock and Quay in December 2025, they were a small team with a big vision but a critical gap in their infrastructure:

• No scalable sales system. They had a basic HubSpot account with just a "Contact Us" form. No pipelines, no automation, no structured workflows.
• Limited CRM expertise. The internal team had never used HubSpot properly and lacked the knowledge to build what they needed.
• Growing too fast for manual processes. With their MVP showing exceptional conversion rates, they needed automated outbound and inbound sequences to capture merchant leads at scale.
• Time zone complexity. Based in Sydney, they needed a partner who could deliver effectively across a 10+ hour time difference.

"We were very early days and we were aiming to scale our CRM and our outbound email marketing, and building a bunch of different sequences so we could use it in an automated fashion to get as many leads as possible to create a really solid foundational sales funnel that will last within the business for a long time." Finn Hancock, Co-founder & CMO, Bidit

Our Approach: The Journey

Phase 1: Discovery & Architecture (Weeks 1-2)

We kicked off with a live discovery session on December 15, 2025, where we met David and Finn to understand the full business model, their Shopify app ecosystem, and their merchant acquisition goals.

From there, we ran collaborative workshops to:

• Map the end-to-end sales and leasing process from lead to close
• Document every pipeline stage and map it to real-world actions
• Define the full CRM architecture in Miro
• Audit existing third-party tools (Instantly, Google Calendar, website forms)
• Classify every integration as retain, optimize, replace, or deprecate

Phase 2: Build & Execute (Weeks 3-8)

With the architecture locked in, our HubSpot specialist Travis Page led the build. Working from the Philippines, Travis served as the perfect bridge between UK project management and the Australian client team.

We built feature by feature, following a structured Statement of Work covering 17+ deliverables:

Core CRM Architecture

1. Sales process mapping & CRM architecture definition
2. HubSpot object & property architecture (Contacts, Companies, Leads, Deals)
3. Lead segmentation & qualification rules
4. Attribution model for lead source tracking
5. Third-party software integration strategy

Automation & Workflows

1. Nurture & engagement sequence definitions

1. Lead creation logic (automated triggers)

1. Deal creation logic (intent-based automation)
2. Lead scoring model
3. Lead intake via HubSpot forms

Record & View Configuration

1. Contact record views optimized for sales
2. Company record views
3. Lead record views
4. Deal record views

Email Sequences Built

1. Inbound introduction workflow (SMB + Mid-Market segments)
2. Outbound introduction workflow (Instantly to HubSpot handoff)
3. Partner referral introduction workflow (SMB + Mid-Market + Enterprise)

Each workflow was fully mapped with entry triggers, exit criteria, and segment-specific copy requirements, so no email went out without a clear purpose.

Phase 3: Validation & Training (Weeks 8-10)

This is where we set ourselves apart. We did not just build and hand over the keys.

Every feature went through:

• Internal QA and testing
• Live demo with the Bidit team
• One round of refinements
• Sign-off before moving to the next feature

We then created a comprehensive Bidit Wiki inside Notion with Loom video walkthroughs covering:

• CRM Objects explained (Contacts, Companies, Leads, Deals)
• Lead management series (Instantly intake, Webform intake, Partner intake, Managing leads)
• Inbound nurture sequence walkthrough
• Deal management series (Creating deals, Managing contracts)

"Because the process from start to finish was so thorough, by the time we got to the end, for those team members who weren't fully across it, it was very easy to explain to them on my behalf because of the great training along the way."

Finn Hancock, Co-founder & CMO, Bidit

The Results

Within just two weeks of going live, Bidit saw:

• Multiple campaigns launched with automated email sequences firing
• Immediate lead generation across inbound and outbound channels
• Eliminated the need to hire SDRs and BDRs, saving significant headcount costs
• Team fully trained and self-sufficient on the platform
• Time freed up for the team to focus on product development and strategic work

What the Client Said

"We started launching multiple campaigns and instantly we've gotten a numerous amount of leads. The emails just go out themselves. That's why it's automated. And it has really helped us allocate our time into different areas which need more manual focus. It's stopped us from hiring a numerous amount of people who aren't needed anymore. SDRs, BDRs, those kind of roles because those systems are now automated, which is amazing."

Finn Hancock, Co-founder & CMO, Bidit "Communication was incredible. Travis was such an amazing bridge. Being in the Philippines and taking a leading hand on the actual building of the product, it was really easy and really quick."

Finn Hancock, Co-founder & CMO, Bidit "The speed of delivery was excellent, and running our whole team through and teaching us and giving us the learnings that we need to utilize the automation to the best of its ability. You guys were absolutely fantastic. If we have another job, we will definitely be calling you guys again."

Finn Hancock, Co-founder & CMO, Bidit "Anyone who uses HubSpot and wants to build and develop their business, small to medium businesses who want to scale up, or larger enterprise businesses who struggle to use their CRMs. I think you guys really help utilize it excellently and I feel like you could do that for a multitude of companies."

Finn Hancock, Co-founder & CMO, Bidit

Key Takeaways

1. Discovery-first approach pays off. Investing in proper process mapping before touching HubSpot meant zero rework during the build phase.
2. Training is not optional. The Bidit Wiki with Loom walkthroughs meant the team could onboard new members without LQ's involvement.
3. Automation replaces headcount. By building proper nurture sequences, Bidit avoided hiring SDRs/BDRs entirely.
4. Time zones are solvable. With Travis bridging the UK-Australia gap, communication was "incredible" per the client.
5. A solid foundation scales. Bidit now has infrastructure that will grow with them from startup to enterprise.