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Software Development

Data Reliability Results in 500% More Leads

Field Nation needed to solve critical data sync issues between HubSpot and Salesforce to improve their sales and marketing effectiveness.

Results

What changed

35%
Increase in sales-accepted leads
500%
Increase in marketing-attributed customers
20
Hours saved per week through automation

The client

About Field Nation

Field Nation is the top on-site IT labor marketplace, connecting companies and skilled technicians. Easily find, dispatch, manage, and pay techs at scale—all in one platform.

  • Industry: Software Development
  • Number of Employees: 250-500
  • Headquarters: Minneapolis, MN
  • Time on HubSpot: 4+ years

The story

Challenge

As an expanding business with complex sales and marketing opportunities, Field Nation needed a way to streamline data to best aid their marketing and sales departments in attracting prospects and closing deals.

With Salesforce as their CRM, and HubSpot driving marketing, it was critical to have accurate customer data flowing between the systems for marketing and sales efforts. However, as a rapidly-expanding business, Field Nation was painfully limited & inhibited by disconnected systems & incomplete data.

The challenge

Pain Points and Business Goals

Pain Points

  • Disconnected Salesforce CRM & HubSpot Marketing Automation required manual processes to "sync" data between systems
  • Incomplete & disconnected customer data limited real-time, engagement-based marketing automation
  • Unreliable marketing analytics and attribution reporting made it difficult to understand performance or inform strategy

Business Goals

  • Integrate Salesforce and HubSpot for automated and accurate data syncing
  • CRM-powered marketing automation platform to convert and nurture leads
  • Custom Reporting Dashboards for closed-loop reporting on marketing analytics, attribution and ROI

The story

Solution

Denamico and Field Nation audited all general integration settings and remapped all properties outside of HubSpot. By identifying the correct way to map these two platforms with key stakeholders and admins of both programs, Denamico was then able to remove the current sync of HubSpot and Salesforce.

Once the sync was stopped and the two platforms were disconnected, we updated all properties and sync rules inside of HubSpot. When the new sync rules were in place and properties were mapped, the sync was turned back on.

After the initial sync, Denamico and Field Nation worked together to audit for accuracy, while creating workflows and processes to ensure all information was routed to the right people.

Scope

What we delivered

Integrations with HubSpot

Salesforce

Hubs

Marketing Hub Professional

Hubs

Sales Hub Enterprise

Hubs

Service Hub Professional

Hubs

Operations Hub Professional

Hubs

Content Hub Professional

The result

Now

The Field Nation sales and marketing teams are able to see and leverage clean data in Salesforce and HubSpot.

Optimized sales and marketing powered by:

  • Simple, accurate audience segmentation
  • Lead scoring
  • Personalization based on engagement
  • Closed-loop reporting and attribution for Field Nation’s marketing team, helping them hone in on their cost of acquisition.
What makes Denamico special is that they truly become a part of your team and are genuinely invested in your success. They take the time to meet you where you are — learn your business, pain points, and goals — and use their subject matter expertise to make and implement the best and most realistic recommendations for today while also taking into account future state. We simply wouldn't have made the progress we have without them — their guidance has been invaluable.
Meagan Foley
Senior Manager of Revenue Marketing, Field Nation

Let's Talk Success!

HubSpot is a great tool. Sometimes, you just need a little extra help to ensure the setup is thoughtful, efficient and even exciting.

Whether you're new to HubSpot or looking to optimize your current instance, let's explore how you can streamline your operations and drive better results.

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