Clearing 24,000 Contacts Out of HubSpot

A logistics technology company whose software replaces paper in the yard. It sells to shippers and third-party logistics firms.

A HubSpot instance that runs for several years without governance stops being a system of record and becomes a system of guesses. Sales Hub and Marketing Hub had both been in use for years, and the data inside them, the automations built on top of them, and the reporting drawn out of them had each drifted far enough that the combination was close to unusable.

• The database had grown faster than anyone was using it. 24,000 marketing contacts sat in HubSpot that had never once been contacted, alongside duplicate records and account hierarchies that did not reconcile against each other.
• Automations had been layered rather than replaced. Workflows built over several years sat on top of one another, some of them outdated and some no longer running at all.
• Reporting could not be trusted. Lead source tracking was incomplete and the lifecycle stage definitions overlapped, so pipeline numbers and marketing performance numbers could not be reconciled against each other or against the CRM.

The goal: a HubSpot instance the team could act on without checking it first, and a data foundation clean enough to carry AI-assisted scoring and reporting on top of it.

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Everpeak started at the bottom of the funnel and worked up. Nothing above the data holds while the data is wrong, so the records came first, then the process between the stages, then the programs feeding the top.

• The database first. Everpeak deduplicated records, unified the account hierarchies, and cleared 24,000 marketing contacts that had never been contacted. Everpeak then enriched what remained from Apollo.io, syncing verified job titles, phone numbers, and company records into HubSpot.
• Then the process between the stages. Everpeak corrected source tracking so every lead entering the system carried its origin, and redefined the MQL to SQL transition against mutually exclusive, collectively exhaustive criteria.
• Then the handoffs. Everpeak mapped the lead journey from first touch to contract signing and automated the handoffs at the points where leads had been stalling.
• Then the programs feeding the top. Everpeak built conversion-focused landing pages for content downloads, repaired the website form integrations that had been dropping leads before they reached HubSpot, and launched a recurring newsletter to re-engage dormant contacts.

The company runs its pipeline out of HubSpot now rather than around it.

• Reps stopped maintaining the database. Correcting records by hand had been part of every day. That time goes to the pipeline now.
• Executives read one set of numbers. Pipeline and marketing performance come out of the same system, rather than two that had to be reconciled by hand.
• Leads arrive with enough detail to score. Every lead entering the funnel carries a verified title, phone number, and company record, so it can be matched against the ideal customer profile without a person sorting it first.