Franshare's Rapid HubSpot Relaunch

Overview

Background

Franshares, a passive franchise investing company, had a key team member leave the company. With his departure, the team discovered some data quality issues in their HubSpot data.

This made it impossible to run critical lifecycle marketing campaigns needed to boost sign ups before funds closed. With the clock ticking, MergeYourData was brought in.

Challenge

With no documentation on the HubSpot setup, and a third party integration syncing data to HubSpot, the Fransharesteam was struggling to move forward with their marketing efforts.

They needed a way to fix the poor data quality and make sure integrations were properly sending data to HubSpot. This would enable them to send highly targeted messaging to their prospects they needed to convert to customers ASAP.

Our Approach

Franshares and MergeYourData came up with a quick priority list and an attack plan for a two week turnaround. This would leave enough time to get the proper messages

1. An audit of their systems landscape and HubSpot account helped identify gaps, potential data issues, and roadblocks their team runs into.
2. A plan was created together to rank and tackle the highest impact challenges identified in the audit.
3. The MergeYourData team drafted solutions, set priorities and solved each data quality and integration problem one by one.
4. Solutions were QA'd, sent for approval, and launched as each one was finished. Allowing Franshares to get moving immediately on their Lifecycle Marketing.

The Results

The impact of the engagement was:

Unblocking Marketing After an Employee Departure

Even without documentation of anything that was built inside of HubSpot, marketing became unblocked once the project was complete. Data, lists, workflows, and reports were useable again.

Clean Data

Significant data quality issues were discovered during this process. These were resolved and fixed to allow for correct marketing and sales efforts to be conducted to specific contacts.

More Confident Decision Making

Fragmented, confusing data was turned into valuable insights, empowering FranShares to make data-driven decisions rather than relying on guesswork.

Additional Customers

Prospects that were stuck in limbo due to bad data ended up converting into customers when data was fixed and they were re-engaged. These prospects wouldn't have even been known to exist in a certain Lifecycle Stage if it wasn't for this project.