Introduction
For HR Certification Prep (HRCP), the shift to HubSpot marked a new chapter in unifying their CRM, marketing, and e-commerce systems. As a growing company offering specialized HR certification resources, HRCP required a more integrated and streamlined platform to manage contacts, e-commerce, social media, and paid advertising—all under one roof. Open Flow, Inc. partnered with HRCP to make this migration a reality, tackling challenges in segmentation, lifecycle tracking, sales and marketing alignment, and more. Here’s a look into our approach, solutions, and the remarkable results achieved.
Project Overview
Client: HR Certification Prep (HRCP)
Engagement Duration: March 2023 – Ongoing
Scope: Migration to HubSpot CRM; integration with e-commerce pipeline, social media, and paid ads; ongoing optimization and training
Customer Needs and Challenges
Key Needs:
- Unified CRM System: Migrating HRCP’s contact database from Mailchimp and other tools to HubSpot for unified management of CRM, marketing, and sales functions.
- Segmentation & Customization: Improved lifecycle segmentation and a refined process for deal and prospecting management.
- Enhanced Marketing and Sales Integration: Streamlined marketing-to-sales handoffs, lead scoring, and nurturing to boost funnel performance.
- E-commerce Integration: Connecting HubSpot with HRCP’s e-commerce pipeline for a seamless sales process.
- Advanced Reporting: Comprehensive tracking and reporting, including Google Analytics 4 (GA4) and Google Tag Manager (GTM) setup for precise marketing attribution.
Challenges:
The migration faced complexities due to HRCP’s existing Mailchimp setup, siloed data across systems, and gaps in tracking paid ad performance and lead data. The team also encountered complications in building custom funnels for different HRCP product lines, which required additional support.
Solution Design
We crafted a multi-phase integration and optimization plan to meet HRCP’s needs. Here’s an overview:
- Data Migration & Integration: Migrated HRCP’s contact data and e-commerce pipeline into HubSpot, implementing custom lifecycle stages, partner prospecting, and automated scheduling.
- Lead Funnel Optimization: Developed dedicated funnels for MicroHR and HRCP, with unique form creation, custom URLs, and automated nurturing workflows.
- Comprehensive Tracking & Reporting: Integrated GA4 and GTM to improve tracking accuracy for conversion data, using the Data Layer to ensure correct values in reports.
- Sales & Marketing Training: Equipped HRCP’s team with knowledge in deal, contact, and lifecycle management, along with email tracking and lead nurturing, fostering self-sufficiency in HubSpot management.
Execution Timeline
Phase 1: Initial Onboarding (March – May 2023)
- Data Audit and Migration: Conducted an initial audit and migrated HRCP’s Mailchimp database.
- Lead Magnet Strategy & Optimization: Redesigned lead magnets and implemented tracking.
- Account Customization & Go-Live: Customized account settings for optimized performance and went live.
Phase 2: Ongoing Optimization
- Continued Segmentation & Reporting: Set up advanced lifecycle stages and refined reporting dashboards.
- Ad Retargeting Setup: Established ad retargeting campaigns with accurate tracking in GA4 and HubSpot.
- Regular Check-ins and Training: Weekly reviews and training for the HRCP team on new processes and optimizations.
Results & Key Metrics
Our comprehensive integration produced measurable improvements across HRCP’s CRM and marketing operations:
- Cost-Per-Customer Reduction: By optimizing ad campaigns, lead nurturing, and tracking, cost-per-customer dropped from over $150 to around $60 per conversion.
- Increased MQL Growth: With effective lead magnets and improved segmentation, HRCP saw a 15% increase in MQLs.
- Better Ticket Response & Closure Rates: Implementing HubSpot’s Service Hub cut ticket response times by 25%, with a similar improvement in closure rates.
- Enhanced Reporting Accuracy: GA4 and GTM enabled more precise conversion tracking, enhancing marketing performance insights.
Future Plans and Support
Our partnership with HRCP continues to evolve, focusing on ongoing support and additional optimization:
- Advanced Reporting: Continued development of granular reporting for marketing attribution, sales insights, and e-commerce tracking.
- Ongoing Optimization and Training: Refinement of lead scoring, funnel optimization, and targeted training to ensure HRCP can capitalize on every new development.
Conclusion
This collaboration with HRCP demonstrates how Open Flow’s tailored approach can streamline CRM and marketing workflows for growing companies. By unifying systems, refining segmentation, and implementing robust tracking, we helped HRCP build a scalable foundation in HubSpot, enhancing efficiency and driving measurable growth across marketing and sales channels.