Consolidating Dual Legacy Marketing Clouds into a Unified HubSpot Environment for a $1B+ Financial Data Provider
A $1B+ global financial data provider faced campaign bottlenecks. Fragmented Pardot and Eloqua instances caused them.
We migrated their operations to a unified HubSpot environment. We engineered multi-input workflows to replicate complex regional lead routing into Salesforce, without disrupting active enterprise sales queues.
Executive Summary
Context
A global financial analytics firm ($1B+ revenue) operates across AMER, EMEA, and APAC. It struggled with technical debt. 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 when an organization lacks a centralized Salesforce instance. Also not a fit without multi-region lead routing logic.
The Challenge
The internal environment was a tangle of regional preferences. The Americas teams relied on Pardot, while other regions used Eloqua. That split gave a fractured view of the customer and forced two separate lead routing schemas to run for the global Salesforce database. A 16-month window to capture market share from a retiring competitor product made things worse: the existing infrastructure was too slow to deploy global ad campaigns and landing pages.
Our Approach
We initially evaluated Marketo as the primary replacement. Operating Marketo, though, would need a big jump in specialized headcount, more than the technical debt justified. We chose to pivot to HubSpot instead, favoring speed over specialized overhead. We mapped hundreds of existing routing rules, evaluating inputs like "Firm Type" (Hedge Fund vs. Wealth Management) and regional compliance codes, so the new HubSpot workflows could handle enterprise-scale lead volumes without disrupting the global sales force.
Impact
Global System Consolidation
Both Pardot and Eloqua were decommissioned. Thousands of assets and historical records migrated into a single source of truth.
Campaign Velocity Transformation
Zero-Downtime Lead Routing
Complex lead assignment logic was rebuilt in HubSpot Workflows. The global sales team kept receiving leads via Salesforce without interruption during the cutover.
Foundation for $1B Growth
The new architecture became the foundation. It supported the firm's growth beyond $2B in annual revenue.
We engineered workflows. They parsed email domains, firmographic descriptions, and geographic data. That data 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. That 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 fixed this. It normalized legacy data from two different schemas and gave a clean record import into the new CRM environment.
An enterprise migration architecture consolidating fragmented Pardot and Eloqua instances into a unified HubSpot and Salesforce environment. It engineers multi-input workflows to seamlessly replicate complex regional lead routing into Salesforce, eliminating campaign bottlenecks without disrupting active global sales queues.
FAQ
We rebuilt the routing logic ourselves, inside HubSpot Workflows. It uses a "Primary Industry" and "Firm Type" hierarchy, built from an audit of the raw routing tables. That routed specific sub-verticals, like Hedge Funds or specialized Aviation Training providers, 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. HubSpot won because non-technical regional marketers could launch campaigns on their own. That cut reliance on a centralized "center of excellence" and sped up how fast the firm could react to competitor product sunsets.
