Healthcare Provider Migrates from Marketo to HubSpot
Included Health trusted Instrumental Group to re-platform marketing from Marketo to HubSpot.
INTRODUCTION Personalized all-in-one healthcare gets a boost from HubSpot.
Included Health combines virtual and in-person care with expert navigation, comprehensive support, and AI-powered technology. By bringing together a diverse team of clinicians, data scientists, and care advocates, we’re transforming how people experience healthcare.
Instrumental Group worked with the Included Health's marketing team to develop a prioritized migration plan to ensure that its complex marketing automation needs could be met. The plan detailed how the onboarding, Marketing Hub Enterprise configuration, and bi-directional Salesforce integration could be completed prior to the pending Marketo expiration date.
OBJECTIVES Reinventing marketing efforts in HubSpot.
Included Health was struggling to gain momentum with Marketo. Frustrations with the integration with Salesforce, outdated templates with limited abilities to update, and lagging results had them looking to HubSpot for answers. Instrumental Group was called upon to put together a migration strategy to support the following objectives:
- Increase brand awareness and lead generational capabilities
- Enable SDR team with improved outreach and conversion capabilities
- Provide better context insights for sales with improved SFDC integration
- Shorten the sales cycle by quickly moving from lead to opportunity
- Improve marketing attribution with visibility into lifecycle progression
- Get a fresh start for marketing and innovate through asset recreation
SOLUTION Re-platform from Marketo to HubSpot.
Instrumental Group worked with the Included Health marketing team to develop a prioritized migration plan to recreate its complex marketing automation needs could be met. The plan detailed how the onboarding, Marketing Hub Enterprise configuration, and bi-directional Salesforce integration could be completed prior to the pending Marketo expiration date.
HubSpot Marketing Enterprise Onboarding
Instrumental Group introduced a dedicated specialist for HubSpot Onboarding to help Included Health activate its new HubSpot license quickly. The HubSpot Success Manager (HSM) ensured they had a well-rounded and complete understanding of the entire HubSpot Suite. The HSM set forth to complete the following steps.
- Kickoff and Goal Setting: We begin all onboarding projects with a dedicated kickoff call. The call covered introductions, the roles and responsibilities of each stakeholder, the project's priorities, and areas of focus for subsequent training calls.
- Global License Configuration: We offer to pick up all the initial settings and global configurations on new HubSpot licenses. We started with a workbook to ensure we had the proper branding elements, then jumped in to set up the Marketing Enterprise features to ensure their instance was ready for customization.
- Primary license brand elements
- Custom contact & company fields
- Website integration to pull all web consumption into HubSpot
- Template Setup & Styling: One of the big value-adds we offer new Marketing license owners is build-ready templates for landing pages and emails. Themes were imported and style to meet the Included Health brand identity.
- Project-long User Support: Our HSM also reviewed early progress, offered advice and direction, and set up their first training call. A master training dashboard was built in HubSpot to house helpful resources and training recordings. This one-stop shop was developed to ensure the marketing team had everything they needed to develop marketing journeys in HubSpot.
Configuring HubSpot Marketing Enterprise
Following a full assessment of Marketo, the team completed a mapping exercise to properly inventory all custom objects and fields. HubSpot was then configured to meet their custom requirements, including custom objects, fields, smart lists, workflows, and campaigns. Website conversion point were carefully inventoried and rebuilt in HubSpot with embed codes for timely transition.
Integrating HubSpot with Salesforce Sales Cloud
The Included Health Salesforce admin team was confident in their ability to successfully configure the native application to establish a bi-directional sync between HubSpot and Sales Cloud, but felt it was important to consult our Data Architect and their deep experience with the native integration. We support the internal app configuration with our structured integration consulting package. We led the Admin team through mapping with a series of consultation calls.
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Planning: Outline processes, identify data points, and put together an integration plan.
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Tool orientation: Mapping guidance, basic workflow logic, and integration rule settings.
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Data architecture and segmenting: Orientation with HubSpot's data tools available at your plan level, as well as quality assurance tactics.
App Instruction Workshop
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Workshop: We hosted a Zoom call with VMS Admins in charge of configuring the integration.
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App Installation: We led their team through a step-by-step process to install the Native Salesforce app developed by HubSpot in the HubSpot app marketplace.
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Settings Configuration: We led their team through the different integration settings available, advising on best practices throughout.
Support and Documentation
- Support: We provided timely assistance for all inquiries, offering comprehensive answers, reference materials, and clear instructions throughout the project.
- Documentation: We provided detailed project tracking documentation, supplemented with our handy integration templates to streamline the integration process.
MISSION ACCOMPLISHED Powerful patient acquisition with HubSpot.
Included Health was fully moved and operational prior to the Marketo expiration date. With a successful project behind them, the marketing team could shift their focus towards lean and effective marketing strategies. The improved customer lifecycle visibility allowed for better nurturing strategies based on real-time data and the team was able to function with ease and confidence.