About
Carnegie Learning is a leading provider of AI-driven technology, curriculum, and professional learning solutions for K-12 education. Carnegie Learning offers a range of educational products and services, including software and textbooks for math, English languages arts and literacy, and world languages, as well as high-dosage tutoring and professional learning services.
Their goal is to improve student outcomes in mathematics by engaging students in active learning, promoting conceptual understanding and real-world applications, and supporting teachers in their instructional practices.
Over the years, Carnegie Learning has partnered with schools, districts, and educational organizations across the United States to implement their solutions. They have received recognition and awards for their contributions to the field of educational technology and personalized learning.
Challenges
Carnegie Learning found it challenging to use Marketo for their ambitious marketing goals. List building and creating assets took significantly longer than expected. Marketo lacked robust analytics capabilities, which limited their ability to gather detailed insights from their marketing efforts.
Additionally, marketing leads generated in Marketo were not automatically synchronized with Salesforce, their customer relationship management (CRM) system. Lacking this integration created inefficiencies and made it difficult to maintain a cohesive view of their customer data across platforms.
Another challenge arose from the unclear definition of lifecycle stages in Salesforce. This ambiguity made it challenging for the team to track lead movement through different stages of the customer journey. The absence of well-defined stage definitions further complicated the process, leading to confusion and hampering their ability to accurately assess and analyze their sales pipeline.
To complicate matters, the company had been using “contacts” as a catch-all term in Salesforce, which created the need to differentiate between leads and contacts. This further hindered their ability to manage and segment their data effectively.
Lastly, the team faced issues with data duplication. The lack of robust data management practices resulted in duplicate records, leading to inconsistencies and potential errors in their marketing and sales activities. Resolving these data duplications became an essential task to maintain data integrity and ensure accurate reporting.
Carnegie Learning was referred to OBO by MCH Data, one of OBO’s marketing and sales engagement partners.
Solutions
OBO began by migrating Carnegie Learning’s marketing activity and data to HubSpot. HubSpot MarketingHub was introduced to support their marketing activities. Over 100 workflows were created within HubSpot, enabling the client to automate and consolidate various marketing processes.
Additionally, OBO set up custom personas and standardized job titles within HubSpot. Each job title and level of decision-maker had a corresponding custom field. Workflows were created to map job titles to different verticals, ensuring targeted marketing efforts.
OBO successfully integrated HubSpot with Salesforce, ensuring a seamless flow of lead data between the two platforms. This integration ensured that the marketing and sales teams had access to consistent and up-to-date lead data. Additionally, the lead lifecycle stages and contact lifecycle stages in HubSpot aligned with the data in Salesforce, enabling easy tracking of the customer journey.
To further enhance the integration, the team implemented a Visualforce window, which allowed the sales team to view HubSpot-related activities on new lead records in Salesforce. This helped facilitate a more comprehensive understanding of each lead’s engagement history.
In addition, the team utilized a Zoom integration within HubSpot for webinars. This integration enabled them to track attendees, registrations, and non-attendees directly within HubSpot, facilitating efficient follow-up communication based on attendance status.
To monitor Carnegie Learning’s marketing performance, OBO utilized the reporting and dashboard features offered by HubSpot, providing valuable insights and analytics.
To ensure a smooth transition and adoption of HubSpot, OBO conducted training and onboarding sessions for Carnegie Learning’s marketing teams. They held live calls to assist with the creation of templates, landing pages, and configuration within HubSpot.
Finally, Carnegie Learning and OBO had an ongoing support agreement in place to receive continued assistance and guidance as they utilized HubSpot for their marketing operations.
Conclusion
Overall, the implementation of HubSpot and the collaboration with OBO have significantly strengthened Carnegie Learning’s marketing operations. The enhanced automation, data integration, and improved data management practices have helped them overcome previous challenges and achieve more effective and targeted marketing efforts.
OBO’s understanding of both Hubspot and Salesforce and how they should work together was a major contributor in connecting data better and ultimately improving the dynamics between Carnegie Learning’s sales and marketing teams.
With ongoing support from OBO, Carnegie Learning is well-positioned to continue leveraging HubSpot for their marketing success in the future.
