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Case Study: Centralized Sales and Marketing Integration

Optimizing Sales and Marketing with Centralized HubSpot Integration

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Change Management

Industry

Information Technology
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Customer Service

Services

Business Process Automation,
Sales Automation,
Marketing Automation,
System Integrations,

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System Integration

Software

HubSpot Sales Hub, HubSpot Marketing Hub,
Recurly Integration

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OVERVIEW

Streamlining Sales and Marketing Operations with Integrated Solutions

An innovative tech company partnered with ManoByte to streamline their sales and marketing processes by integrating their fragmented systems. The goal was to unify their tech stack, optimize the B2B customer journey, and improve data consistency across platforms.

Technology Stack and Integrations
  • Salesforce
    Recurly & other dev-based applications
    Marketo
    Braze
    Unbounce
    6sense
    Website CMS (Hygraph, Unbounce, WordPress)
    Zendesk
    OneSignal
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Challenges

Before engaging with ManoByte, the company faced several challenges in their sales and marketing processes:

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Multiple systems (Marketo, Braze) led to data silos and inefficiencies.
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A complicated B2B customer journey caused lead drop-offs and inefficient lead management.

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Data integration from sources like Recurly and Salesforce was inconsistent.

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Objectives

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Unify the marketing platform by transitioning to HubSpot for centralized data and enhanced segmentation.
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Streamline the B2B customer journey to improve lead conversion rates.

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Ensure seamless data integration for consistent and reliable reporting.

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THE SOLUTION

Comprehensive HubSpot Strategy Transforms Sales and Marketing Operations

ManoByte proposed and implemented a comprehensive strategy to address these challenges:

HubSpot Implementation: Deployed Sales Hub Enterprise and Marketing Hub Enterprise to handle up to 10,000 marketing contacts. Migrated key functionalities from Marketo, including landing pages, forms, and email templates.

Email and Communication Transition: Set up HubSpot’s email and transactional email add-on to replace Braze’s email functionalities and migrate landing pages and forms from Unbounce to HubSpot.

Data Integration: Established bi-directional sync between Salesforce and HubSpot for B2B contacts and integrated Recurly with HubSpot to support market segmentation and automation.

Comprehensive Reporting: Utilized HubSpot’s reporting tools to create detailed reports on leads, conversion rates, email performance, and more.

PROVEN PROCESS

The ManoByte  Methodology®

The success of this project can be attributed to the ManoByte Methodology, a structured approach consisting of six key phases:

Strategy (1)

Strategy

Developed a strategic plan for system unification and process optimization.

Configuration

Configuration

Configured HubSpot Sales Hub and Marketing Hub to integrate with the client’s existing platforms (Salesforce, Recurly, etc.).

Change Management

Change Management

Preparing and supporting stakeholders for a smooth transition to the new system.

Development

Development

Integrated platforms such as OneSignal and 6sense with HubSpot for enhanced capabilities.

Implementation

Implementation

Executed the migration plan in phases, replacing Marketo and Braze, and integrating Recurly with HubSpot.

Rollout (1)

Rollout

Provided training and support to the client’s sales and marketing teams, enabling them to maximize HubSpot’s capabilities.

IMPLEMENTATION PROCESS

Streamlined HubSpot Implementation for Phased Transition

Steps involved in the implementation process:

Phase 1: Replacing Marketo

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Implemented Sales Hub Enterprise and Marketing Hub Enterprise.

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Set up HubSpot’s email functionalities.

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Migrated essential functionalities from Marketo.

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Migrated landing pages and forms from Unbounce.

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Established data integration between Salesforce and HubSpot.

Phase 2: Replacing Braze

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Transitioned B2C marketing communications to HubSpot.

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Implemented workflows for personalized emails.

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Created comprehensive reports using HubSpot’s tools.

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Ensured seamless data migration from Braze to HubSpot.

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Integrated additional platforms like OneSignal and 6sense.

Case Study Centralized Sales and Marketing Integration

THE RESULTS

Transformative HubSpot Integration for Optimized Sales and Marketing

ManoByte’s strategic implementation of HubSpot enabled this tech company to centralize its sales and marketing efforts, streamline processes, and gain deeper insights into its data. This transformation has driven greater efficiency and effectiveness in their marketing and sales operations, positioning them for continued growth and success.

Success Highlights

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Unified Marketing Platform: Consolidated marketing efforts on HubSpot, leading to a more cohesive and streamlined approach to both B2B and B2C strategies.

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Improved Efficiency: Simplified B2B customer journey, reducing drop-offs and improving lead conversion rates.

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Enhanced Data Insights: Gained valuable insights into audience and campaign performance, enabling more informed decision-making.

Ready to transform your business?

Schedule a consultation with ManoByte today, and let us help you navigate the path to success!

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Centralized Sales and Marketing Integration

Resources

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Navigating Change for CRM Implementation Success

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Embracing Uncertainty: Mastering Risk and Change Management
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