CASE STUDY
40% Less Marketing Overhead, Zero Data Loss: Full-Stack MarTech Migration to HubSpot for a High-Growth B2B SaaS Company
Key Results
| Data Integrity | Zero data loss across 3 migrated platforms and 80,000+ contact records |
| Operational Efficiency | 40% reduction in marketing operations overhead within 60 days of go-live |
| Reporting | Single pipeline view replacing 6 disconnected reporting sources |
| Time to Independence | Full team enablement completed in 2 weeks with documented runbooks |
SERVICE AREA
INDUSTRY
CHALLENGE
Fragmented tool stack creating data siloes, attribution gaps, and compounding operational overhead
An enterprise B2B SaaS company grew rapidly, adding to their marketing stack as needed, and while each new addition was successful at the time of the addition, their entire marketing stack has become an integration nightmare. Their email is located in one place, lead nurturing in another, and contact data is scattered among their CRM, email services, a spreadsheet for tracking information, and an event management application that has yet to be completely tied into other applications. All attribution is performed manually. No one within the organization can provide a reliable answer as to which campaigns are actually producing income. Marketing is engaged but can’t be effectively measured, all while racking up significant operating expenses. The marketing team spends a substantial amount of time weekly on data cleaning, list maintenance, and creating reports; this is time taken away from developing and optimizing campaigns. The sales team operates off outdated lead data. When leadership asks which channels are doing well, the response comes from educated guesses at best. They need a single platform used by all members of the revenue team, with accurate data, automated workflows, and reporting that closes the gap between marketing action and business results.
SOLUTION
End-to-end MarTech audit and migration to a unified HubSpot platform with attribution governance built in
SCIGON conducted an extensive review of the client’s current MarTech setup prior to developing a migration plan or writing a single line of code. This included reviewing each data source, automation process, contact segment, and reporting requirement. During this review, they identified duplicated contacts, broken integration points, and tracking issues (all of which had existed for years) and could potentially continue to exist within the new platform unless corrected.
The migration sequence for moving to HubSpot was developed to cause as little interruption as possible. We started by cleaning and de-duplicating historical contact information before importing it into the new system. After that, we moved on to rebuilding automation workflows in the new environment and testing them side-by-side with active campaigns. Next came designing reporting dashboard requirements while migrating the data. In addition, SCIGON created a UTM governance model and standardized campaign naming convention so that correct attribution would occur immediately upon going live versus being added later. The migration went exactly as planned. Two weeks post-migration launch, the revenue teams were fully trained and working independently, utilizing platform-specific documentation (as opposed to generic training materials) created by SCIGON that reflected how they worked.
