Three Companies, Two Marketing Systems
When Momentive acquired two companies, Elizabeth Archer, Senior Manager, Marketing Operations, knew she had a big decision to make.
Momentive had struggled with its marketing system and processes for some time. Over the years, the system grew to include over 200 website forms with over 120 form fields and values.
It also had 20 automated lead qualifying processes as well as inconsistent naming conventions and structures.
This all contributed to confusion and inefficiencies.
“Things degraded to the point where the system hindered our marketing more than it helped,” says Elizabeth.
Another issue was poor integration with third-party applications. “We use a lot of APIs,” says Elizabeth, “and we were desperately trying to stitch these data sources together.”
The legacy marketing system also delayed speed-to-lead times in some situations. For example, sales teams had to wait 24 hours to get the contact information they needed to follow up with webinar attendees.
In addition, the marketing system needed a certified administrator to manage it, which led to bottlenecks when troubleshooting.
Support from the vendor was also lacking, which led to further delays in issue resolution.
The situation came to a head when Momentive acquired CX startups GetFeedback and Usabilla. Both of those companies were using HubSpot Marketing Hub Enterprise.
So Elizabeth had to decide: should Momentive stay with its existing marketing system and bring the other two companies over to it? Should they try to build some kind of hybrid system? Or should the company join the two newly acquired companies in using Marketing Hub Enterprise?
Elizabeth and her team evaluated their options and ultimately chose Marketing Hub Enterprise for its usability and scalability.
“HubSpot is consumer-grade tech for enterprise companies,” says Elizabeth. “We chose it because we knew it would be easy to learn, and we could scale it with the new acquisitions.”
A Single Source of Truth With Marketing Hub Enterprise
Elizabeth and her team undertook the implementation in two phases. First, they moved Momentive from its legacy marketing system onto Marketing Hub Enterprise. This gave them the chance to reevaluate all of their processes and clean house.
Elizabeth’s team consolidated forms and standardized form fields, naming conventions, and structures. They also streamlined lead qualifying processes.
Once everything was consolidated and standardized, Elizabeth and her team conducted a portal merge to bring aboard Usabilla’s systems, and then GetFeedback’s.
Throughout the process, Momentive had excellent support from HubSpot.
“Our HubSpot support was a dream team,” says Elizabeth. “I’ve worked with three other major marketing automation systems and have never experienced that level of support before.”
The process went so smoothly, Elizabeth didn’t hear any complaints from users and everyone was able to use HubSpot quickly.
Some of the most important features for Elizabeth and her team are:
The entire organization uses workflows to automate its simplified qualification processes.
Momentive used to have 20 qualifying lead processes, but reduced them to just two. Leads from “contact us” and “request a demo” CTAs are put in one category and every other lead is put in another. Each category of leads is then automatically nurtured with the same process flow across all three companies, saving time and ensuring consistency.
The marketing team is an avid user of Marketing Hub Enterprise’s email marketing tools. Managers get reporting on where users are clicking and bring those insights to the design team for A/B testing.
In one example, the team noticed that leads were clicking on the unsubscribe link more than the call to action link in one drip campaign email, so they quickly removed that email from the workflow.
Momentive is now able to exchange data smoothly with its many connected apps, including Eventbrite, Instagram, Intercom, Zoom, ZoomInfo, Salesforce, and the SurveyMonkey product itself.
Integration with the webinar platform ON24 proved to be particularly important. The sales team no longer has to wait 24 hours for leads. With Marketing Hub Enterprise, the sales team gets leads in less than an hour and can follow up almost immediately after a webinar concludes.
The marketing team is also leveraging HubSpot Academy for training, as well as call support and chat support for specific questions.
“You don’t have to invest in a ton of training because the system is so intuitive,” says Elizabeth. “But when you do need help, you have lots of places to turn.”
Consolidating Processes and Aligning Marketing Teams
With the help of HubSpot CRM, Momentive is dramatically improving and simplifying its marketing processes.
Website forms have been consolidated 90%, as have form fields and values. Lead qualifying processes have also been reduced by 90%.
Moving to the new platform is also increasing speed-to-lead time, with the sales team getting leads from ON24 webinars 96% faster than before.
The company is also experiencing faster email turnaround and fewer emails overall thanks to gained efficiencies and automation.
Momentive no longer needs an administrator for its marketing system, removing a troubling bottleneck and allowing the company to deploy the headcount elsewhere.
Most importantly, moving to Marketing Hub Enterprise is not only aligning marketing technologies, but it’s also aligning marketers across the company.
“Moving to Marketing Hub Enterprise brought all of our legacy and acquired marketing operations teams into one system, as one organization, with the same processes and data flow,” says Elizabeth. “It didn’t just get us on the same technology page, it got us on the same page, period.”
Momentive CMO Leela Srinivasan agrees: “Life before HubSpot was painful, with inconsistent systems and legacy practices. Today, HubSpot’s ease and power are helping Momentive thrive in the new normal.”