--- title: "Why better data = better deals: The ROI of HubSpot optimisation" description: Lorem ipsum image: https://www.engaging.io/hubfs/dan-meyers-IQVFVH0ajag-unsplash.jpg --- [Skip to content](https://www.engaging.io/our-work/why-better-data-better-deals-the-roi-of-hubspot-optimisation#main-content) ![logo](https://www.engaging.io/hs-fs/hubfs/eio-2026/eio-web-2026/logo.png?width=120&height=32&name=logo.png) ![Engaging Logo](https://www.engaging.io/hs-fs/hubfs/raw_assets/public/Engaging-2026/images/site-logo-pack/engaging-logo-2026-pink.png?width=120&name=engaging-logo-2026-pink.png) - SOLUTIONS↓ - Fragmented customer systems Teams and data pulling in different directions - Adoption and optimisation Get the value the investment promised - CRM replacement and consolidation Move off, or bring together, what you have - AI readiness Know what your data and processes can support - Customer data and integration One reliable view across your systems - SERVICES↓ - AI services - Custom integrations and configuration - CRM migration and onboarding - Custom membership portals - Data migrations - Data cleansing - Data lakes and architecture - Digital transformation and change management - Websites - INDUSTRIES↓ - Sports and Entertainment - Travel and Experiences - Property and Real Estate - Healthcare - Education - Member-Based Organisations - Finance - PRODUCTS↓ - JinnSync - MailSync - Real Estate Syncer - OUR WORK - INSIGHTS - ABOUT - CONTACT [Our work](https://www.engaging.io/our-work) ## Why better data = better deals: The ROI of HubSpot optimisation Narrate this article ![Why better data = better deals: The ROI of HubSpot optimisation](https://www.engaging.io/hubfs/dan-meyers-IQVFVH0ajag-unsplash.jpg) INDUSTRY Sports & Entertainment HUBSPOT LICENSING Marketing Hub Enterprise, Data Hub Professional HUBSPOT LICENSING NSW Rugby League (NSWRL) is the governing body for rugby league in New South Wales, managing participation, community programs, major competitions, and the iconic NSW Blues State of Origin program. The organisation communicates with a broad and complex stakeholder base, from grassroots players and club administrators to sponsors, media, and government representatives, spread across the state and beyond. HUBSPOT LICENSING 4 months INTEGRATIONS Salesforce to HubSpot, MessageMedia (Sinch SMS) THE PROBLEM ## Growing fast across a complex stakeholder base NSWRL’s marketing operations had grown alongside the organisation, built originally on Salesforce Marketing Cloud. As the organisation’s reach expanded, its team recognised the opportunity to bring its data and channels into one connected platform, and a licence transition gave them the moment to make it happen. ### PROBLEM 1: NSWRL's contact database was large, but fragmented with records across Salesforce Marketing Cloud, a legacy Salesforce CRM - MySideline, and manual CSV files. This was a reflection of the many touchpoints the organisation had built with its community over time, but they wanted to bring these together into a single view and it had to happen fast with impending subscription changes. This meant subscription preferences, unsubscribe lists, suppression data, and email templates all needed to be extracted and rebuilt in HubSpot ahead of the Marketing Cloud licence transition, so that every contact's preferences carried through without a gap in communications. ### PROBLEM 2: NSWRL wanted to enhance their customer experience, and add SMS as a channel for urgent community communications and automated follow-ups, a natural next step in reaching fans and stakeholders wherever they are. HubSpot's native SMS product isn't supported in Australia, so the team needed a compliant, cost-effective alternative that would integrate natively rather than sit outside the HubSpot environment. THE SOLUTION ## What we built: a unified data foundation, ready to scale We designed a structured migration that brought NSWRL's contact data and marketing stack into a single, unified HubSpot environment, without disrupting ongoing campaign activity during the transition. The work spanned an emergency extraction phase, a full Salesforce-to-HubSpot data migration, platform configuration, and a structured enablement program to bring the internal team up to speed on running campaigns independently. To solve the SMS gap, Engaging.io integrated MessageMedia (Sinch) as a native, locally compliant channel, chosen specifically because HubSpot's own SMS product isn't licensed for the Australian market. The result is a single marketing platform that connects NSWRL's contact data, campaign tools, segmentation, and reporting in one place for the first time. THE STRATEGIC PLAN ## Five steps, in this order. 1. 01 ### Extraction before rebuild THE PROCESS 1. With the Marketing Cloud licence transition just days from kick-off, the priority was extraction, not implementation. 2. All email templates, subscription preferences, unsubscribes, and suppression lists were extracted from Marketing Cloud and rebuilt in HubSpot within the first week, using a two-round approach: raw HTML imports first to maintain sending capability, followed by properly structured drag-and-drop templates. 2. 02 ### Connect the data THE PROCESS 1. With the immediate sending capability secured, Engaging.io configured the Salesforce native connector and ran the initial contact sync. 2. Approximately 100,000 records transferred with only around 160 invalid email addresses, a result that reflected the strength of NSWRL's underlying data. 3. Contact type, subscription preferences, and the four preference checkboxes (State of Origin, Blatchys Blues, Major Comps, Community) all mapped cleanly into HubSpot properties. 3. 03 ### Build the segmentation architecture THE PROCESS 1. Static Salesforce lists were replicated as active (dynamic) lists in HubSpot, filtering on contact type and subscription status rather than manual curation. 2. A preference centre was configured, consent architecture was aligned to compliance requirements, and a structured approach to marketing contacts, a subset of the total database, was established to ensure campaign sends reached the right people. 4. 04 ### Automate and enable THE PROCESS 1. Six nurture workflows were configured, including a welcome email automation triggered on form submission. 2. Ten segmentation lists were built. Two reporting dashboards were set up. 3. The team then received live training covering contact records, email creation, segmentation, list management, and campaign tools, with recorded walkthroughs added to an internal knowledge base for ongoing reference. 5. 05 ### Automate and enable THE PROCESS 1. Six nurture workflows were configured, including a welcome email automation triggered on form submission. 2. Ten segmentation lists were built. Two reporting dashboards were set up. 3. The team then received live training covering contact records, email creation, segmentation, list management, and campaign tools, with recorded walkthroughs added to an internal knowledge base for ongoing reference. THE IMPLEMENTATION ## The project moved at pace from day one. With the Salesforce Marketing Cloud licence transition just ten days from kick-off, Engaging.io ran daily syncs and an in-person working session in the first week to extract assets and configure HubSpot in parallel. All eight email templates from Marketing Cloud were rebuilt in HubSpot using a drag-and-drop structure, with footers configured to pull the correct unsubscribe and preference management links automatically. A newsletter subscription form was built, connected to a welcome email workflow, and embedded on a temporary HubSpot landing page while consent wording went through NSWRL's legal review process, an approach that allowed workflow testing to begin without waiting for public-facing form approval. The Salesforce native connector was configured with System Admin and API-level permissions on the Salesforce side. The initial sync focused on the core fields needed to support sending, name, email, contact type, subscription preferences, and the four preference checkboxes, rather than attempting a full data migration at once. This kept the first sync clean and fast. Backup exports of all static Salesforce lists were stored in a data-sensitive folder before the sync ran, as a safeguard during the transition. For SMS, Engaging.io integrated MessageMedia (Cinch) as the preferred solution: natively integrated with HubSpot, locally licensed, and cost-effective for the volume of community communications NSWRL sends. Following the initial migration, a dedicated data consolidation workstream tackled the legacy field architecture. The Salesforce "State" field was identified as a registration or playing state, not an address state; contacts based in Fiji, for example, were listed with a New South Wales state because that's where their competition was registered. Rather than merging these fields, Engaging.io renamed and separated them (Registration State / Address State) to preserve data integrity. Address harmonisation workflows were built to consolidate address data across Salesforce and HubSpot sources without overwriting populated fields. Drop-down properties were standardised, duplicate values merged, and large mass updates, including Favourite State Team across approximately 400,000 records, were scheduled after business hours to avoid performance disruption. THE IMPACT AND RESULTS ## A unified, active database ready for what's next With the Salesforce Marketing Cloud licence transition just ten days from kick-off, Engaging.io ran daily syncs and an in-person working session in the first week to extract assets and configure HubSpot in parallel. All eight email templates from Marketing Cloud were rebuilt in HubSpot using a drag-and-drop structure, with footers configured to pull the correct unsubscribe and preference management links automatically. A newsletter subscription form was built, connected to a welcome email workflow, and embedded on a temporary HubSpot landing page while consent wording went through NSWRL's legal review process, an approach that allowed workflow testing to begin without waiting for public-facing form approval. The Salesforce native connector was configured with System Admin and API-level permissions on the Salesforce side. The initial sync focused on the core fields needed to support sending, name, email, contact type, subscription preferences, and the four preference checkboxes, rather than attempting a full data migration at once. This kept the first sync clean and fast. Backup exports of all static Salesforce lists were stored in a data-sensitive folder before the sync ran, as a safeguard during the transition. For SMS, Engaging.io integrated MessageMedia (Cinch) as the preferred solution: natively integrated with HubSpot, locally licensed, and cost-effective for the volume of community communications NSWRL sends. Following the initial migration, a dedicated data consolidation workstream tackled the legacy field architecture. The Salesforce "State" field was identified as a registration or playing state, not an address state; contacts based in Fiji, for example, were listed with a New South Wales state because that's where their competition was registered. Rather than merging these fields, Engaging.io renamed and separated them (Registration State / Address State) to preserve data integrity. Address harmonisation workflows were built to consolidate address data across Salesforce and HubSpot sources without overwriting populated fields. Drop-down properties were standardised, duplicate values merged, and large mass updates, including Favourite State Team across approximately 400,000 records, were scheduled after business hours to avoid performance disruption. Related Case Studies ![](https://www.engaging.io/hubfs/eio-2026/eio-web-2026/our-work/image-2.webp) [Advanced CRM Implementations,](https://www.engaging.io/our-work/tag/advanced-crm-implementations) [Service : Custom Integrations and Configuration,](https://www.engaging.io/our-work/tag/service-custom-integrations-and-configuration) [Industry : Property development & real estate](https://www.engaging.io/our-work/tag/industry-property-development-real-estate) How custom middleware put HubSpot test 5 WHAT WE DID Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. BUSINESS IMPACT Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. [READ THE CASE STUDY](https://www.engaging.io/our-work/how-custom-middleware-put-hubspot-test-5) ![](https://www.engaging.io/hubfs/eio-2026/eio-web-2026/our-work/image-2.webp) [Advanced CRM Implementations,](https://www.engaging.io/our-work/tag/advanced-crm-implementations) [Service : Custom Integrations and Configuration,](https://www.engaging.io/our-work/tag/service-custom-integrations-and-configuration) [Industry : Property development & real estate](https://www.engaging.io/our-work/tag/industry-property-development-real-estate) How custom middleware put HubSpot at test 2 WHAT WE DID Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. BUSINESS IMPACT Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. [READ THE CASE STUDY](https://www.engaging.io/our-work/how-custom-middleware-put-hubspot-at-the-centre-of-campbell-property-groups-sales-stack-clone) ![](https://www.engaging.io/hubfs/eio-2026/eio-web-2026/our-work/image-3.webp) [Advanced CRM Implementations,](https://www.engaging.io/our-work/tag/advanced-crm-implementations) [Service : Custom Integrations and Configuration,](https://www.engaging.io/our-work/tag/service-custom-integrations-and-configuration) [Industry : Property development & real estate](https://www.engaging.io/our-work/tag/industry-property-development-real-estate) How custom middleware put HubSpot test 1 WHAT WE DID Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.  [READ THE CASE STUDY](https://www.engaging.io/our-work/how-custom-middleware-put-hubspot-at-the-centre-of-campbell-property-groups-sales-stack-clone-clone) [![logo-footer](https://www.engaging.io/hs-fs/hubfs/eio-2026/eio-web-2026/logo-footer.png?width=120&height=32&name=logo-footer.png)](https://www.engaging.io/) Customer systems transformation for complex organisations. 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