The Challenge
The eSUB team approached Agency73 to lead their migration of their marketing automation tool from Marketo to HubSpot, all while ensuring that the sync and data flow with Salesforce’s robust CRM platform remained seamless.
Beyond the migration, they also scoped a few additional goals:
- Implement region-based lead assignment rules
- Develop a lead scoring model in HubSpot
- Create meaningful reports and dashboards in Salesforce
- Optimize their Salesforce-Adobe Sign integration, used for contacts
The Solution
Marketo-to-HubSpot Migration
Like many marketing teams, eSUB had inherited a marketing automation platform that was not working for them. Data was being gathered and leveraged poorly in Marketo, and they saw an opportunity to start with a clean slate using HubSpot’s Marketing Hub. However, they were committed to sticking with Salesforce as their CRM tool.
As part of the migration, we moved all of their contacts and properties to HubSpot, and rebuilt core marketing assets like forms, landing pages, and workflows. While the Salesforce mapping and sync was initially a concern for eSUB, we set up an inclusion list (with prior testing) to ensure that only the right HubSpot contacts were created as leads in Salesforce – and that all the relevant data collected in HubSpot was immediately usable by the Sales Team, with no sync errors upon setup.
Since that migration, we’ve maximized HubSpot’s capabilities by cleaning up of field values to align with Salesforce, aligning properties used across forms, implementing customer journeys, and building a robust lead scoring model.
Lead Scoring Model
Lead scoring assigns scores (both positive and negative) to contacts based on form-provided data and engagement with marketing materials. The primary concern was to ensure that all leads sent to the sales team were qualified, while still ensuring that the number of leads remained high (and not too selective).
To determine how to structure our lead scoring model, Agency73 built reports in Salesforce looking at data of contacts associated with high-value closed won opportunities. We wanted to answer this question: “Who are the contacts that yield the highest value deals, where did they come from, and what activities did they undertake before they converted from HubSpot contacts to Salesforce leads?”
Using these informed data points (shown in the redacted graphs, pictured), we created a complex lead scoring model, tested it in HubSpot to ensure accuracy, applied the model in HubSpot, adjusted our inclusion list to set a mandatory scoring threshold for all contacts that get sent to Salesforce as leads, and hit save. As time has gone on, we’ve made small adjustments, all captured in our evergreen scoring model document.
The Outcome
Their team is small but mighty, and eSUB has now turned to Agency73 to provide consistent support via a monthly retainer for hands-on support for Salesforce and HubSpot integrations, building new workflows, troubleshooting technical issues, and overseeing day-to-day Salesforce administration
Since we’ve been working with their team for about three years, we understand their processes and can jump in to help them better leverage their tools or provide immediate support as needed.
Hear David Taub’s experience working with Agency73:
Agency73 is a key strategic partner for us, and we consider them an extension of our team. We have a level of trust built with them that allows us to act efficiently together and continuously optimize all of our Salesforce and HubSpot processes.