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Ecologi: Customer analytics and end-to-end tracking with HubSpot Marketing Hub

In a world of overwhelming climate anxiety, Ecologi empowers businesses to make a real difference. They sell tailored climate-positive employer models, based on a company’s carbon consumption. This allows businesses to compensate for their carbon footprint.

Project overview

Environment Environment
HubSpot Activation HubSpot Activation

Consolidated marketing data, end-to-end persona tracking, and better compliance.

Articulate Marketing onboarded and upskilled Ecologi during their migration to the HubSpot Marketing Hub. Now, they have a solid marketing springboard for success.

UPDATE: This case study has won a HubSpot Impact Award for Platform Migration Excellence! 🏆

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Challenge and diagnosis

“We knew lead generation and nurturing drove much of our revenue, but before HubSpot, we had limited visibility into their messaging, journey, funnel status, or identity, only attributing leads at form fill.”

Simon Marlow

Simon Marlow
Digital Marketing Manager at Ecologi

Ecologi was experiencing rapid growth. This was a nice problem to have, and excellent news for the climate. But, the staggering increase in demand revealed cracks in the company’s marketing infrastructure.

While the Ecologi team already made use of HubSpot CRM for sales activities, their marketing tools were disparate. They relied on multiple systems — including an unwieldy MailChimp integration and a complicated hand-coded form API — to handle communications and capture leads.

Yes, these systems worked… But they couldn’t integrate with HubSpot CRM. Valuable marketing data was falling through the cracks.

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An inability to track where contacts were coming through (i.e. SEO, referral, or advertising).

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Limited marketing intelligence hindering the sales teams’ ability to qualify prospects.

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Little GDPR compliance or data lineage built into their lead capture processes.

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Complicated form APIs reliant on dev support. One change taking 4 weeks to complete.

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Solution

“Over the last 8 weeks, Articulate provided great advice, tailored sessions to our needs, suggested topics, audited our account, and solved technical issues.”

Simon Marlow

Simon Marlow
Digital Marketing Manager at Ecologi

The solution was clear: Ecologi needed to consolidate its marketing and sales efforts. This meant integrating the HubSpot Marketing Hub alongside their existing Sales Hub.

Adopting this new suite was only the beginning step. To ensure time-to-value and future success, they needed expert onboarding support and tuition.

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A tailored onboarding and coaching package

As an accredited HubSpot Partner, we live and breathe HubSpot expertise.

So, after listening to Ecologi’s pain points and goals, we curated a teaching-led package. This consisted of:

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A one-month initial onboarding project containing 12 tailored workshops.

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Six months’ worth of HubSpot expertise-as-a-service.

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Support for a MailChimp integration to sync contact data.

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Access to a dedicated Slack support channel and a library of resources.

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Results

“With onboarding projects, success isn't measured by the number of things you did. It's more about the capability that you build for a client and how that holds up once you stop helping them.”

Matthew Stibbe

Matthew Stibbe
CEO at Articulate Marketing

Immediate benefits

Thanks to HubSpot’s Marketing Hub and our expert coaching, Ecologi can now:

  • Access and sync contact data.
  • Track lead capture, customer journeys and decisions.
  • Create accurate content reports and attribute revenue to marketing activities.
  • Build forms with progressive fields to enrich contact data.
  • Understand which forms generate leads.
    Ensure compliance and control GDPR messaging
In numbers:
100 %

visibility into their inbound leads and where they’ve come from.

4,000 +

contacts tracked per month (as opposed to 600 per month).

1,100 +

contacts generated from HubSpot progressive forms so far.

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Impact

“We’ve set up dashboards, audience lists, and a webinar campaign, seeing ROI with native lead gen: 70% enterprise leads (vs. 20-25% website leads) at a £281 CPL, compared to £771 via LinkedIn.”

Simon Marlow

Simon Marlow
Digital Marketing Manager at Ecologi

A future-proof foundation

With the sales and marketing hubs working together, the business can confidently gather and analyse customer data from one convenient portal. This allows Ecologi to forecast future growth and make data-driven decisions on that basis.

Trustworthy persona tracking and analytics

Ecologi can now track website cookies and connect them to CRM records. They can pinpoint when a prospect visits their website, engages with their materials, completes a form, and filters down the marketing funnel. They can also confirm where these contacts come from. As a result, it’s easier to deduce the relationship between marketing campaigns and sales deals.

This intelligence allows Ecologi to better understand customer needs, assess trending topics, and hone their efforts. It also empowers the sales team to score leads and prioritise opportunities.

Clear GDPR compliance

HubSpot acts as one version of the truth. With most of their marketing data in one place, Ecologi can verify whether a lead opts into a communication or not. They can also apply standardised GDPR text to forms with ease.

As an added benefit, their joined-up marketing and sales hub reduces their attack surface and bolsters their data security efforts.

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In conclusion

An empowered
marketing team

Previously, Ecologi’s marketing team lacked accessible tools and — more importantly — confidence.

We empowered the team to take ownership of their marketing processes. With Marketing Hub, they can create and track forms easily. They can build landing pages without dev support. They can do email marketing. What was once a chore is now a delight.

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What's next?

We still provide HubSpot expertise and workshops to Ecologi to this day. But as their team grows in confidence, so does their overall marketing and sales sophistication.

With their newfound platform and skills, Ecologi no longer worries about rapid growth. They embrace it.