Consolidating Dual Legacy Marketing Clouds into a Unified HubSpot Environment for a $1B+ Financial Data Provider
Fragmented Pardot and Eloqua instances were bottlenecking campaign launches at a $1B+ global financial data provider. We migrated their marketing operations to a unified HubSpot environment and engineered multi-input workflows that replicate the complex regional lead routing into Salesforce without disrupting active enterprise sales queues.
Executive Summary
Context
A global financial analytics firm with more than $1B in revenue operates across AMER, EMEA, and APAC. It struggled with technical debt, since regional silos each ran a different marketing automation platform.
What We Built
Two lead-processing setups used to run side by side. One single HubSpot-to-Salesforce sync replaced them.
Tech Stack
- HubSpot Marketing Hub Enterprise
- HubSpot CMS Hub
- Salesforce CRM
- Oracle Eloqua (Legacy Displacement)
- Salesforce Pardot (Legacy Displacement)
Not a fit if you lack a centralised Salesforce instance already serving as the enterprise system of record, since the workflows here map onto its existing lead and queue structure. It is also not a fit for a single-region sales org with one routing path, since replicating hundreds of existing region and product based routing rules is where the build effort goes.
The Challenge
Each region had settled on its own marketing automation platform: the Americas teams ran Pardot while the other regions ran Eloqua. The split fractured the view of the customer and forced two separate lead-routing schemas to run against the one global Salesforce database.
A commercial deadline sharpened all of it. A competitor was retiring a product, and the firm had a 16-month window to capture the market share it left behind. The existing infrastructure was too slow to deploy global ad campaigns and landing pages inside that window.
Our Approach
We evaluated Marketo first as the replacement. Operating it would have required a substantial increase in specialized headcount, more than the technical debt justified, so we pivoted to HubSpot and traded specialized overhead for speed.
We then mapped hundreds of existing routing rules, evaluating inputs such as Firm Type (Hedge Fund versus Wealth Management) and regional compliance codes. The new HubSpot workflows handle enterprise-scale lead volumes without disrupting the global sales force.
The same consolidation closed the attribution gap. Regional teams had been running independent Google and LinkedIn campaigns with no shared tracking standard, so nobody could say which paid leads became Salesforce opportunities inside the 16-month window. The regional ad accounts were brought into one HubSpot environment under a global UTM schema that fills the original-source and drill-down properties automatically, lead source tracks through to the Salesforce deal stage, and closed-loop reports read from first click to Closed Won, so budget moved to the firm types and business challenges that answered the market-capture messaging.
This engagement is part of our migration work for finance & insurance organisations.
Impact
Global System Consolidation
Both Pardot and Eloqua were decommissioned. Thousands of assets and historical records migrated into a single source of truth.
Campaign launches cut from weeks to days
Standardizing global CMS templates and form fields cut campaign launch windows from weeks to days.
Zero-Downtime Lead Routing
We rebuilt the complex lead assignment logic in HubSpot Workflows, and the global sales team kept receiving leads via Salesforce without interruption during the cutover.
Built to Scale With Global Growth
The consolidated HubSpot and Salesforce architecture stayed in place as the firm continued to grow.
We engineered workflows that parsed email domains, firmographic descriptions, and geographic data, then assigned leads to specific localized Salesforce queues, such as a dedicated Japan investment-management desk.
Custom field mapping aligned HubSpot form submissions with the enterprise Salesforce schema, which preserved regional compliance and data integrity.
A global Design Manager framework replaced regional rogue landing pages. Marketers could now build compliant, brand-aligned pages without developer intervention.
A phased migration strategy normalized the legacy data from the two different schemas and gave the new CRM environment a clean record import.
Americas teams used to run Pardot while the other regions ran Eloqua. That forced two lead-routing schemas to run against one global Salesforce database. We mapped hundreds of existing routing rules, using inputs such as "Firm Type" and regional compliance codes, into HubSpot workflows. The global sales team kept receiving leads through the cutover.
FAQ
We rebuilt the routing logic ourselves inside HubSpot Workflows, using a "Primary Industry" and "Firm Type" hierarchy built from an audit of the raw routing tables. That hierarchy routed specific sub-verticals, like Hedge Funds or Wealth Management firms, to the correct regional sales desks in Salesforce from day one.
The evaluation centered on Total Cost of Ownership (TCO). Marketo offered similar technical depth, but HubSpot won because non-technical regional marketers could launch campaigns on their own, which cut reliance on a centralized center of excellence and let the firm react faster to competitor product sunsets.
