ABOUT
InfuSystem is a growing healthcare service provider, specializing in infusion pumps and related products and services for patients in hospitals, clinics, ambulatory surgery centers, and other major service centers. InfuSystem provides direct payer rentals, pump and consumable sales, and biomedical services and repair to the United States and Canada.
CHALLENGES
Before working with OBO, InfuSystem’s marketing team was operating out of three separate HubSpot instances. Each of these instances represented a different line of business within the company. This segmentation resulted in duplicated or outdated data across accounts. Additionally, a disconnect existed between their marketing platforms (HubSpot) and customer data platform (CDP).
Challenges included:
- Work processes that were seen as duplicative or inefficient;
- Misaligned and disorganized data;
- Segmented reporting that could not encompass all lines of business;
- A lack of attribution reporting and lead scoring.
SOLUTIONS
OBO’s initial course of action was to consolidate InfuSystem’s three HubSpot accounts. A HubSpot portal-to-portal migrator application was used to accomplish this. First, OBO cross-referenced data across each of the instances to identify duplicate records with properties that had different values across instances. For those records, the last updated date for each property was used to overwrite the values with the most up-to-date data. All data was then migrated to the primary HubSpot account with the exception of marketing activities.
In parallel to consolidating their Hubspot instances, InfuSystem was also in the process of setting up a CDP, Tealium, as their central source of truth for customer data and audience building. OBO consulted with the Tealium team as they linked InfuSystem’s data warehouse with the CDP, then linked the CDP with Hubspot, enabling them to set up customer audiences. This two-way integration between HubSpot and the CDP was achieved using webhooks, which retrieved list memberships based on the audiences created in Tealium. OBO consulted Tealium on the capabilities and limitations of this integration; Tealium implemented the coding and connections as advised.
This integration was accomplished without the use of OpsHub. The solution utilized Tealium’s data connect feature to gather updated information about contacts from HubSpot’s end. Additionally, OBO worked closely with Infusystem to connect their website forms to Hubspot using a combination of HubSpot’s non-HubSpot forms settings, and the native Joomla forms connector.
Finally, OBO set up lead scoring within HubSpot and created robust reporting dashboards for InfuSystem’s marketing teams across each line of business, executive leadership team, and each of InfuSystem’s sales reps. Daily reports are automatically sent to reps containing valuable information about their contacts’ lead scores, any engagement with marketing campaigns, and other relevant activities. To improve visibility, OBO introduced forecasting, team performance, and quota reports to their operations.
CONCLUSION
OBO helped InfuSystem solidify their marketing processes and reporting as well as consolidate their data between multiple HubSpot instances and across their data warehouse and CDP system. InfuSystem’s satisfaction with Marketing Hub led them to invest in SalesHub Pro to complement their HubSpot instance. InfuSystem continues to work with OBO to implement SalesHub features and onboard their sales team to HubSpot while maintaining a retainer contract for their MarketingHub activities.
“OBO’s team of experts assisted our organization in the configuration and implementation of HubSpot as well as establish integrations with our CDP, Website, and Paid Advertising channels. Their team has deep expertise across these platforms, they are problem solvers, and highly professional, always going above and beyond to ensure success.”
– Senior Vice President of Marketing & CX, InfuSystem
2024 Update: Since this story was written, OBO has also helped InfuSystem optimize their HubSpot Operations Hub with custom reporting.