ABOUT
Frost & Sullivan is a business consulting firm that offers market research and analysis, growth strategy consulting, and corporate training. Employing over 1,800 people with nearly 45 offices worldwide, Frost & Sullivan supports organizations of varying sizes and industries, helping them to identify and capitalize on relative growth opportunities.
CHALLENGES
Frost & Sullivan approached OBO with marketing automation processes that weren’t optimally or strategically calibrated for their needs. Within their Infor CRM instance, users and teams reported excessive manual effort across processes, in addition to misaligned data across varying fields. Overall, this client was looking to integrate, modernize, and align their marketing technology.
With over 1.2 million contact records, thousands of landing pages, hundreds of emails, and numerous custom objects, Frost & Sullivan sought the consolidation and optimization of their marketing assets. Further, they aspired to migrate their existing data out of Eloqua: Oracle’s marketing automation solution.
SOLUTIONS
In response to Frost & Sullivan’s marketing automation challenges, OBO proposed a solution that would improve integrations with their existing CRM. In addition, data, processes, and marketing assets would be migrated from Eloqua to HubSpot. Thus, this project consisted of two key phases.
HubSpot Migration
OBO piloted the migration of Frost & Sullivan’s existing contact database, marketing assets, and lead scoring structure to HubSpot. There was a universal desire to preserve the existing designs and layouts of their material. However, the client was open to optimization opportunities with their data capture and lead scoring process, Therefore, this phase included:
- Reviewing all sales, marketing, and integration requirements.
- Mapping and setting up corresponding HubSpot fields.
- Mapping data models and programmatically pushing historical data from Eloqua to HubSpot, including custom fields.
- Reconfiguring forms, landing pages, emails, and lead scoring.
- Custom coding preexisting landing pages.
- Rebuilding marketing email templates via HubSpot’s drag-and-drop builder.
- Onboarding Frost & Sullivan’s sales and marketing teams to HubSpot.
A necessity for this migration was the preservation of particular Eloqua functionalities. For example, certain configurations on Eloqua forms allowed for pop-up displays. Where HubSpot lacked such options natively, OBO developers supplemented with practical variations to fulfill a similar functionality. This mindfulness expanded across the migration of their existing forms, landing pages, and workflows.
HubSpot <> Infor CRM Integration
This was a first-time experience for OBO developers to integrate HubSpot with an on-prem Infor CRM instance; they embraced the challenge and constructed a fully functional, bi-directional integration. With this, Frost & Sullivan was looking to move away from their manual processes, particularly regarding contact records and lead conversion flow.
Prior to the integration, users had been pulling data from Eloqua and pushing to a leads table to manually update and create contacts. This integration with HubSpot introduced programmatic processes within the CRM, directly hitting their API to create and update records automatically.
Further, OBO developed a newly-optimized lead scoring system within HubSpot, which simplified the process of creating and converting contacts. By automating lead conversion flow from HubSpot to Infor, Frost & Sullivan’s sales teams regained valuable time that was previously lost to manual processes.
CONCLUSION
Frost & Sullivan’s collaboration with OBO returned many benefits, including the automation of manual processes, thorough migration and alignment of data, and a functional integration with existing technology. Users enjoy an optimized instance for their sales and marketing needs.
Looking to do the same? We’d love to work with you. Contact us today for a free consultation.