How TSL Helped an Enterprise Technology Company Migrate from Marketo to HubSpot and Elevate Its Strategic Marketing Initiatives  

Year 1:  

• Custom Preference Center. TSL built a custom landing page and form that allowed marketing contacts to self-select their status as a customer, a prospect, or a partner. Behind the scenes, TSL built dozens of lists and complex workflows to identify prospects based on personas and associated company data.   
     

• Data Strategy. TSL created a data architecture using custom properties that established a hierarchy of products, product families, product segments at a contact and company level for each division. The team created engagement properties with date stamps that became a system of record to help identify what and how contacts were engaging. Similarly, the team identified contacts that were not marketable and should be suppressed from marketing and/or transactional email communications.  
   
  

• HubSpot Process Manual. TSL created a process manual with standards for naming assets and standard operating procedures for all aspects of creating new assets. TSL onboarded and trained 50+ employees, including custom practicums.  
  
  

• Contact Refinement. The team explored extensive options for annually reducing the number of contacts within HubSpot’s database while maintaining its dual role as the company’s marketing platform and functional CRM.   

  
  

Year 2 :

• Company Acquisition. The global technology company acquired a large company and migrated it from Eloqua to the existing HubSpot instance’s contact database and data architecture. TSL strategized updates to the custom Preference Center, considerations for overlapping contacts, updated processes to reflect the new company’s structure, new email and landing page templates, and new integration processes. 
  
  

• Implement GDPR. The global technology company implemented GDPR so that only contacts with a corresponding out-of-the-box HubSpot subscription could receive marketing emails. TSL built a bidirectional relationship with HubSpot’s existing out-of-the-box subscription types so that contacts that subscribe via the custom preference center would receive a HubSpot subscription, and likewise, unsubscribes would update custom properties and email distribution lists.   
  
  

• Tiers of Engagement. TSL identified 4 tiers to layer on email distribution lists so that the teams automatically send the most frequent communications to highly engaged contacts, while sending less frequent and high importance communications to moderate or less engaged contacts. This strategy was to reduce unsubscribes while keeping highly engaged contacts in-the-know.  

• Preference Center Betas. With the main preference center in good working order, the global technology company expanded its initiatives to create 7 custom sub-preference centers. These initiatives included microsites, office hours, newsletters, etc. Each sub-preference center sat underneath the standard preference center so that if a contact unsubscribed from a division, it would flow through to the sub-preference center.  

• Lead Generation & Nurture Campaigns. TSL assisted with digital advertising campaigns, SEO, and UTM parameters for accurate reporting. The global technology significantly expanded nurture campaigns and engaged TSL to build, launch, A/B test, and report campaign analytics across multiple segments.   

• Sold a Product. TSL assisted in the transition of a branch of the global technology company to another company. In addition to cleaning up the data and associated contacts within the main HubSpot account, TSL continued in service to set up a new and separate HubSpot account within the new technology company’s ecosystem.    
   
  

• Integrations. TSL aided in various integrations, from 3rd party applications like GoToWebinar, to the HubSpot for Gmail sales extension, to a custom integration with proprietary software so that users may request a free trial via a HubSpot form.  
    
  

Year 3 : 

• Custom Preference Center 2.0. Using the data collected from Year 1’s data strategy, TSL rebuilt the original Custom Preference Center to be smarter, easier, and more accurate. With processes already in place to understand if contacts were customers, prospects, or partners, the new Preference Center no longer required contacts to self-select. Backend lists and workflows could now identify customer contacts from prospects and automatically place contacts on accurate distribution lists with an out-of-the-box HubSpot subscription type.   
    
    

• Onboard the Sales Team. TSL onboarded, enabled, and trained 400+ client-facing employees on HubSpot Sales/CRM, including custom training, inbox integrations, permission setting, and user-level team management.   
    
    

• Reporting. TSL builds custom reports and dashboards for internal use, in addition to supporting Google Data Studio for external reporting.   
    
    

• Product Acquisition. The Global Technology Company acquired another large technology company and migrated it from Marketo to the existing HubSpot instance’s contact database and data architecture. TSL strategized updates to the custom Preference Center, considerations for overlapping contacts, updated processes to reflect the new company’s structure, new email and landing page templates, and new integration processes.  
    
    

• Lead Routing. TSL built complex workflows and processes to identify where contact should go for follow-up after engaging with the global technology company.   
    
    

• Custom Objects for Product Renewals. TSL utilized HubSpot’s Custom Objects, paired with workflows and automated emails, to create a process for resellers to engage thousands of customers with 30/60/90-day product renewal reminder emails.   
    
    

• Private Pages. TSL created private HubSpot pages for individual accounts. These pages require a login to view sensitive, account-specific information.