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From global fans to click-worthy campaigns: how relevent rebuilt their marketing engine with HubSpot

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From global fans to click-worthy campaigns: how relevent rebuilt their marketing engine with HubSpot
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When your audience spans continents and your brand hosts some of the world’s biggest soccer events, your marketing systems need to be just as elite as your line-up. That was the case for Relevent, an international sports and event marketing powerhouse, who knew their next season of digital engagement needed a serious upgrade.

With a fast-growing global fanbase and increasingly complex event schedules, Relevent was ready to reimagine their marketing approach—aiming for smarter segmentation, better compliance, and more meaningful fan experiences. They came to Engaging.io with ambition, and a willingness to dive into the details. Our kind of team.

The problem

Relevent wasn’t reacting to problems—they were proactively shaping the future of their digital engagement strategy. With multiple brands and audiences spanning continents, they saw a clear opportunity to evolve: deliver more personalised content, ensure compliance with global subscription laws, and empower their internal team to operate independently.

 

Problem 1:

Their existing marketing tools had worked to a point but lacked the power to handle global audience segmentation and agile campaign execution. Campaign delivery risked being too generic for a fanbase that expected personalisation.

Problem 2:

With international audiences come varying compliance requirements. Relevent needed a centralised, transparent system to manage opt-ins and preferences—keeping fans happy and regulators satisfied.

The solution

To set the stage for Relevent’s next era of fan engagement, we implemented HubSpot Marketing Hub Professional as their new digital engine. This centralised their marketing systems, streamlined campaign execution, and gave their in-house team the confidence to manage campaigns independently.

We began by cleaning and migrating data from Dynamics, running test sends to warm the IP and ensure database health before peak event season. With clean data in place, we introduced brand-aligned email templates that made it easy for their team to design and launch campaigns.

Next, we focused on segmentation. By structuring audience data dynamically, Relevent could target fans based on interests, event history, and engagement levels. We also built lifecycle stages and subscription types into HubSpot—ensuring compliance while offering fans clear choices for communication preferences.

Finally, we equipped their internal marketing team with the training and enablement they needed to take full control. No more heavy reliance on external agencies—just a confident team running world-class campaigns.

The Strategic Plan
The Implementation
HubSpot Implementation as a Centralised System

  • Marketing Hub Pro setup

  • Subscription & lifecycle stages aligned to regions

  • Email domain/IP warming to safeguard deliverability

HubSpot Implementation as a Centralised System
HubSpot Implementation as a Centralised System

  • Marketing Hub Pro setup

  • Subscription & lifecycle stages aligned to regions

  • Email domain/IP warming to safeguard deliverability

Strategic Segmentation & Compliance
Strategic Segmentation & Compliance

  • Database clean-up and audience segmentation

  • Opt-in preference centre for global compliance

Brand-Aligned Creative Assets
Brand-Aligned Creative Assets

  • Modular, branded email templates

  • Optimised for mobile and high-impact visuals

In-House Training & Handoff
In-House Training & Handoff

  • Enablement for marketing team autonomy

  • Training on best practices for campaign management

The Implementation

Relevent’s marketing transformation began with a meticulous migration of audience data from Microsoft Dynamics into HubSpot. We prioritised data integrity and structure, ensuring every contact was cleaned, categorised, and primed for effective segmentation. From there, we set up a robust subscription and lifecycle system—built with compliance in mind—to manage global preferences and communication stages in a way that was both intuitive and legally sound.

To support their in-house marketing team, we designed a suite of custom-branded, modular email templates that made campaign creation fast, consistent, and on-brand. These were tested and refined during a carefully executed IP warming phase, where we launched controlled sends to preserve sender reputation and optimise deliverability ahead of peak event seasons.

Behind the scenes, we configured automation workflows to support lifecycle transitions and nurture campaigns, giving the Relevent team the infrastructure they needed to scale engagement with precision. But tools alone weren’t enough—we also delivered tailored training sessions to empower their team with the confidence and know-how to manage campaigns independently. From segmentation to reporting, they now had the skills to run smarter, faster, and fully compliant marketing operations with HubSpot at the core.

The impact and results

The result? A streamlined, scalable marketing machine that puts Relevent in the driver’s seat. Automated workflows and segmentation made campaign execution faster, and the new subscription system ensured Relevent was both fan-friendly and fully compliant.

Their first campaigns saw a jump in engagement and brand visibility—just in time for their next round of global events. Long-term, Relevent now has a clear path to scalable personalisation, audience growth, and smarter insights. And they’re just getting started.

With HubSpot as their playmaker, Relevent is now equipped to go beyond broadcasting—they’re engaging. Every send, every click, every ticket—smarter and more strategically than ever.

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