From HubSpot to a governed Salesforce platform.
Ignyto implemented Sales Cloud, Service Cloud, Marketing Cloud Account Engagement and Slack for Nivoda, the global B2B diamond and gemstone marketplace, replacing HubSpot and integrating Salesforce with Nivoda’s own trading platform.
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Book a discovery call →Nivoda is a global B2B technology company and digital marketplace built specifically for the jewellery industry. It functions as a centralised supply chain platform connecting jewellery retailers with diamond and gemstone suppliers around the world.
Founded in London in 2017, the company was created to solve the inefficiencies of the traditional diamond trade, which relied heavily on physical trading hubs, fragmented suppliers and manual inventory management.
Nivoda was running on HubSpot and needed a platform that could carry a regulated B2B marketplace: enforced KYC and verification, platform auditability, and a single governed view of accounts, contacts and opportunities. Ignyto handled the migration and data quality work as part of delivery.
The project ran through a significant internal restructure at Nivoda, so the initial scope was in flux. Ignyto took on the full build and drove it to delivery on the customer’s behalf.
Marketing needed to move off HubSpot too, onto Marketing Cloud Account Engagement with a verified sending domain, consent management, dynamic segmentation and attribution reporting. Our guide to migrating from HubSpot to Salesforce covers the approach in more detail.
Salesforce also had to connect to the proprietary Nivoda platform, so onboarding data, verification status and marketplace access requests flowed between the two without double entry.
- Configured and branded Salesforce environment with defined security, roles, profiles and permissions
- End-to-end lead and opportunity management, including lead conversion mapping, clear stage modelling and activity tracking
- Enforced data governance, platform auditability and custom KYC and verification processes for compliance
- Sales reporting and dashboards tracking pipeline health, KPIs and customer lifetime value
- Account Engagement configured with a verified sending domain and integrated CRM data
- Consent management, dynamic prospect segmentation and email campaign execution using best-in-class templates
- Automated marketing journeys, including lead nurture, re-engagement campaigns and sales-triggered emails
- Marketing attribution models and management dashboards to track campaign effectiveness
- Integration with the Nivoda platform to capture customer onboarding data, verification status and marketplace access requests
- Bi-directional data sync rules to prevent double data entry, alongside Slack integration for record visibility
- End-to-end delivery support: discovery mapping, solution design, data migration of accounts, contacts, opportunities and service contracts, unit testing, UAT support, end-user training, deployment and post-go-live hypercare
What the platform changed.
Salesforce is the secure, branded, centralised hub for the sales team. Users capture, qualify and convert leads while adhering to mandatory KYC and verification steps, producing a cleaner and more accurate pipeline.
Account Engagement is deployed as the marketing engine. The marketing team sends compliant, targeted communications to large prospect sets using dynamic segmentation, automated nurture and inactivity re-engagement journeys.
Salesforce is integrated with the proprietary Nivoda platform, eliminating double data entry and automating onboarding so prospects can submit details for verification and marketplace access.
Slack integration gives the team real-time record visibility inside their existing communication channels.
Management has real-time dashboards and reports. Clear KPIs, campaign attribution models and pipeline health metrics let leadership manage sales and marketing performance proactively rather than reactively.
Following clean data migration, end-user training and a dedicated hypercare period, user adoption is high. Enforced auditability, field history tracking and consent management support compliance with internal policy and data regulation.
“The Ignyto team was absolutely instrumental in getting our Salesforce environment set up, particularly as we were navigating a significant internal restructure at the time. Because our initial project scope was in flux due to those organisational changes, Ignyto completely stepped up to the plate and took on the entirety of the complex built on our behalf. Everything they produced was delivered to an exceptionally high standard, and we are incredibly satisfied with how they took full ownership of the project to drive it to success.”
Nivoda · Luxury Goods — Jewellery
Salesforce, wired into the marketplace.
Salesforce rarely stands alone. Ignyto connected it to Nivoda’s own trading platform with bi-directional sync rules, and to Slack for record visibility, replacing HubSpot as the system of record for sales and marketing.
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