A US university policy research center that works with state leaders and legislators and runs events and policy academies.
Nobody knew what was true
The previous marketing team had moved on and left no notes. Nobody knew which tools to use, which data was right or which lists to send to. Reporting was done completely by hand, because there was no way to track outreach to state leaders in HubSpot. Our audit found 11,965 contacts with no owner, over 2,000 duplicates, 6,028 bounced contacts still counted as marketing contacts, and 169 custom properties.
Audit first, then rebuild and write it down
Audited everything
Data, users, email, forms, events and integrations, with a plan in order of impact.
Cleaned the data
Properties, duplicates, marketing contacts, users and security.
Built what they track
An Engagements pipeline, and outreach tracked with HubSpot's leads object, so every contact with a state leader is logged. Issue areas cut from 75 to 14, and 2 playbooks to log outreach the same way every time.
Wrote it down
An SOP and data dictionary so the next team doesn't start from zero, plus plenty of hands-on training so the team uses it day to day.
Before and after
Before
- No notes from the last team
- 11,965 contacts with no owner
- Reporting done by hand
- Lists nobody trusted
After
- A written SOP and data dictionary
- Clean, owned records
- Outreach tracked in HubSpot
- Reports built from live data
One setup the whole team understands
Reporting used to be done fully by hand. Now outreach and engagements with state leaders are tracked in HubSpot the same way every time, so the reports come straight from the data. The team knows which data is right and which lists to send to. When people change, the SOP means the knowledge stays.
Why it matters
The team stops guessing. Everyone works from the same trusted data, reports come straight from HubSpot, and when people leave, the knowledge stays.
Sounds like your setup?
Tell us what's going on. We'll show you where the quick wins are on the first call.