Overview

A global media technology provider specialising in real-time graphics and virtual production solutions engaged us to unify its marketing operations and establish a scalable HubSpot foundation across multiple regions. The company operates globally with a broad and technically complex product portfolio, but its marketing activities were scattered across multiple disconnected systems: WordPress, Mailchimp, Excel databases, and Microsoft Dynamics 365.

This fragmentation created inconsistent lead management, limited visibility into campaign performance, and a heavy manual workload for regional teams. After acquiring HubSpot Marketing Hub Professional and Sales Hub Professional, the company partnered with Cactix — upon HubSpot’s recommendation — to architect, implement, and operationalise its full marketing operations environment.

Objectives

• Establish a centralised platform to support multiple global regions.

• Clean, migrate, and standardise large datasets from various sources.

• Streamline lead routing, ownership, and lifecycle management.

• Enhance marketing reporting and campaign visibility.

• Integrate with Microsoft Dynamics 365 to enable reliable closed-loop insights.

• Equip global marketing teams with the tools and training needed for full adoption.

What We Delivered

1. CRM Architecture, Data Modelling and Migration

• Developed a structured CRM architecture with HubSpot’s standard properties in addition to around 70 custom data properties supporting regional structures and go-to-market requirements.

• Cleaned up, consolidated and migrated large datasets, including:

  • 33,000+ leads

  • 2,700+ accounts

  • 4,500+ contacts

  • 3,700+ opportunities

• Performed extensive deduplication and data hygiene using advanced techniques.

• Ensured proper data mapping between companies and contacts, and between companies such as parent-child organisation and partner/end-user relations.

2. Process Mapping & Operational Alignment

• Conducted detailed planning sessions with marketing, sales, and IT teams.

• Mapped lead management processes, regional ownership rules, campaign workflows, and lifecycle stages.

3. Marketing Automation & Workflow Infrastructure

• Built numerous automation workflows covering:

  • Regional lead routing

  • Lifecycle stage progression

  • Follow-up and nurturing sequences

  • Data quality management

  • Notifications and operational triggers

• Eliminated manual processes and created a scalable automation framework that supports global teams and high-volume campaigns.

4. Integration With Microsoft Dynamics 365

• Integrated with Dynamics 365 to sync opportunity data into HubSpot for closed-loop reporting. The integration involved custom mappings and exclusion rules to ensure accuracy across systems.

• Investigated discrepancies in synced records between the two systems to optimise the integration.

5. Assets, Templates & Campaign Infrastructure

• Developed marketing and transactional email templates aligned with brand guidelines.

• Built fully branded landing pages for campaigns, demos, and event registrations.

• Created a suite of forms to support global lead capture and region-specific workflows.

6. Training, Enablement & Post-Launch Support

• Delivered tailored training for marketing and sales teams across regions.

• Provided complete process documentation, mapping sheets, and reference materials for long-term governance.

• Offered ongoing optimisation and advisory support to streamline operations, improve reporting, and assist with campaign execution around major events.

• Designed reporting dashboards with custom reports for key operations and major campaigns, and trained internal teams to maintain and scale them.

Impact

• A unified global marketing operations environment replacing fragmented tools and manual processes.

• Significant improvements in data quality, accuracy, and consistency across regions.

• Faster lead qualification and routing, and more reliable lifecycle management.

• Enhanced visibility into campaign performance and closed-loop attribution.

• Clear, standardised processes adopted by marketing and commercial teams worldwide.

• A scalable HubSpot foundation capable of supporting future growth and more advanced marketing operations.

As a Gold-tier HubSpot Solutions Partner, Cactix specialises in high-complexity HubSpot implementations, CRM migrations, data modelling, and multi-system integrations. With nearly a decade of hands-on experience working with HubSpot across diverse industries, we build marketing and commercial operations systems that are scalable, reliable, and aligned with real business processes.