Hubspot Marketing Hub Enteprise Implementation to boost Marketing Efficiency

I joined a B2B SaaS company just a few months after it acquired a Mobile Advertising Network and it was clear almost immediately that I had a big decision to make as the new Marketing lead of the combined entity. 

The company had struggled with its marketing system and processes for some time and over the years, the system grew to include over 200 website forms with over 120 form fields and values. It also had 20 automated lead qualifying processes as well as inconsistent naming conventions and structures. These all contributed to confusion and inefficiencies.

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We struggled to have organic traffic; lead conversion and attribution were also relatively poor. Another issue was poor integration with third-party applications. We used a lot of APIs and we were desperately trying to stitch these data sources together.

The legacy marketing system also delayed speed-to-lead times in some situations. For example, sales teams had to wait 24 hours to get the contact information they needed to follow up with webinar attendees.

On the other hand, the acquired entity was using HubSpot Marketing Hub Enterprise and so I needed to decide: should we stay with the existing marketing system and bring the acquired company's customer data over? Should we try to build some kind of hybrid system? Or should the company join the newly acquired company in using Marketing Hub Enterprise?

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First, I laid out my marketing strategy with set priorities first as a necessary first step before thinking of the tools I needed to implement it based on my marketing goals. I evaluated these options and ultimately chose Marketing Hub Enterprise for its usability and scalability. HubSpot is consumer-grade tech for enterprise companies and I chose it because I knew it would be easy to learn, and we could scale it with the new acquisitions.”

I, collaborating with the engineering team, undertook the implementation in two phases. First, we moved the company from its legacy marketing system onto Marketing Hub Enterprise. This gave us the chance to reevaluate all of the processes and clean house. Then we consolidated forms and standardized form fields, naming conventions, and structures and also streamlined lead qualifying processes.

This was the beginning of the company’s journey to dramatically improving and simplifying its marketing processes. At the end of the project implementation, website forms were consolidated 90% (form fields and values) and lead qualifying processes were also been reduced by 90%.

Moving to the new platform increased speed-to-lead time, with the sales team getting leads from webinars 96% faster than before. The company also experienced faster email turnaround and fewer emails overall thanks to gained efficiencies and automation.