This enterprise-level organisation's marketing team was working without a connected view of its own pipeline. Sales activity lived in a spreadsheet outside any CRM, audience segments spanning AU/NZ and home cook vs foodservice customers had to be split manually, and there was no way to score or route a lead once it left a marketing campaign.
Engaging.io built a Marketing Hub Professional foundation with a native Salesforce sync, rules-based segmentation, and a first automated nurture workflow, giving marketing and sales a shared source of truth for the first time, delivered within the compliance and governance standard a business of this scale requires.
Before this project, our client’s marketing team was working without a connected view of its own pipeline. Sales activity lived in a spreadsheet, segmentation was manual, and there was no automated way to route a lead from a marketing action through to a sales follow-up.
No shared source of truth between sales and marketing. Sales tracked activity in a spreadsheet, disconnected from any marketing system. Marketing had no visibility into lead status once a contact moved into the sales process, and sales had no reliable way to see what had driven an inbound lead in the first place.
Segmentation also couldn't scale. The business's audience splits several ways, AU vs NZ, home cook vs foodservice, and by covers-per-day for foodservice accounts, but without a CRM built for this, segmentation had to be maintained manually rather than through active, rules-based lists.
There was no automated nurture or lead scoring either. The team wanted to understand how leads were performing and route them appropriately, but had no infrastructure to score, qualify, or automatically nurture a lead based on behaviour.
As part of a strict compliance and data governance framework, the business required legal and IT sign-off, including a formal Data Processing Agreement, before any customer data could move into a new platform, meaning the platform had to be built and proven before real data could go live in it.
Engaging.io implemented Marketing Hub Professional with a native HubSpot–Salesforce connector, the minimum licence tier required to support two-way sync. Sync logic was configured to bring sales-owned fields (lead status, opportunity stage) into HubSpot for marketing visibility, while pushing qualified lead data back to Salesforce for sales follow-up.
The most technically complex element was scoping this business's marketing-qualified-lead (MQL) routing logic through the Salesforce connector. Segmentation was built using custom properties and active lists, reflecting the AU/NZ and home cook/foodservice structure, plus foodservice-specific fields like covers-per-day, giving marketing a segmentation model that didn't exist before.
Contact data was migrated via a simple CSV import (non-associated, basic mapping), staged so it was ready to go live once the business's Data Processing Agreement was signed. Training was delivered as a single live, train-the-trainer session covering navigation, segmentation logic, workflows, forms, and reporting, designed to hand the platform to the client's team as a going concern.
With sales and marketing sharing a single record for the first time, this multinational business's team can now see a lead's full journey in one place, from the campaign or channel that brought them in, through to where they sit in the sales process, without switching systems or chasing a spreadsheet. Marketing can build and adjust campaigns around segments that reflect how the business actually operates, splitting by AU/NZ and by home cook vs foodservice audiences, rather than maintaining that split by hand.
The nurture workflow gives the team a working model to build from, a proven pattern for scoring and routing a lead automatically, ready to extend into further workflows as the team's confidence with the platform grows. And because the connector and sync logic are already in place, bringing on additional automation or reporting doesn't require new integration work, just configuration on top of a foundation that's already built and compliant.
Longer term, this puts the business in a position to route leads faster, report on marketing's contribution to pipeline with real data instead of estimates, and scale segmentation and nurture across more of the business without adding headcount to manage it manually.
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