The problem

Cherre had less than three months to move off of Pardot, their legacy marketing automation platform. Pardot could no longer meet their growing business needs. The communication between Pardot and Salesforce wasn't cutting it, resulting in inefficiencies in the flow of marketing-qualified leads (MQLs) to sales-qualified leads (SQLs), causing delays in the sales pipeline and creating misalignment between the marketing and sales teams.

Additionally, the performance of emails and landing pages left room for improvement. Campaigns were not yielding the desired engagement rates, with outdated tools and templates limiting the ability to design and deploy effective marketing assets. This hindered their ability to attract and convert prospects at a critical stage in the buyer’s journey. And the cherry on top? Pardot's reporting capabilities failed to provide the granular insights needed by management to evaluate campaign performance and ROI. 

These problems underscored the need for a more robust and integrated solution.

The solution

Our first step to meeting Cherre’s needs was developing a seamless integration between HubSpot and Salesforce that connected contacts, companies, deals, and activities, ensuring a smooth data flow between platforms.

From there, we created customized customer journeys and a tailored lead scoring system to guide high-quality leads through the sales funnel while setting up an active list to efficiently exclude non-fit contacts. In HubSpot, active lists automatically update their members based on a specified criteria. Records will join the list when they meet the criteria and leave the list when they no longer meet the criteria. You can learn more about lists in HubSpot here.

Finally, our team built out reporting dashboards to provide clear attribution tracking, giving Cherre’s management team the insights they needed to make strategic, data-informed decisions.