Enabling Scalable Marketing Operations for a Global Telecom Team
- Industry
- Telecommunications
- Duration
- 8 weeks
- Type
- B2B
- Solutions
- Onboarding+, ConnectWise integration, ZoomInfo integration
HubSpot products used
-
-
Marketing Hub®
Professional
-
-
Content Hub®
Professional
-
-
Data Hub®
Starter
Our client is a telecommunications provider specializing in serving healthcare organizations, operating with a globally distributed team across Pakistan, Canada, and the United States. As the company grew, they needed a more structured way to manage marketing activities, align data across regions, and support execution without increasing operational overhead.
Prior to working with accelant, the client relied on a fragmented set of tools to manage marketing and customer information, including ConnectWise as a legacy platform alongside other point solutions. While functional, this setup made it difficult to coordinate campaigns, track engagement, and operate efficiently as the team scaled.
To establish a more scalable marketing foundation, the client partnered with accelant for an Onboarding+ engagement. The engagement focused on implementing HubSpot Marketing Hub while ensuring the team fully understood how to use the platform independently and confidently as their primary marketing system.
THE CHALLENGE
The client needed a centralized, scalable marketing platform that could support a lean team without adding operational complexity.
Fragmented systems limited marketing clarity and control
Marketing data and activities were spread across multiple platforms, making it difficult to maintain consistency or trust the data. Without a single source of truth, understanding campaign performance and contact engagement required manual effort and workarounds.
Limited visibility into customer lifecycle and journey
Since data and activities lived in different systems, the client lacked visibility into where contracts were within the customer lifecycle. This limited their ability to tailor outreach, automate follow-up, or build meaningful nurture paths
A lean team carried a heavy execution burden
The client operated with a small marketing team, with much of execution centralized across a limited number of roles. Managing campaigns, data, and reporting across disconnected tools created unnecessary overhead and limited the team’s ability to scale efficiently.
THE SOLUTION
Customized Marketing Hub implementation
accelant guided the client through the setup of HubSpot Marketing Hub Professional, establishing a centralized system for contacts, campaigns, and engagement data. Lifecycle stages were configured to align with the client’s real customer journey, creating a shared framework for marketing activities.
Lifecycle-based lead nurturing and automation
accelant designed and implemented a lifecycle-driven lead nurturing campaign, enabling the client to engage contacts based on where they were in the buying journey. Automation triggers were introduced to support consistent follow-up and ongoing engagement—capabilities that were not previously available.
Campaigns, email, and outbound execution enablement
The onboarding included hands-on guidance around campaign creation, email marketing, and outbound communication. accelant worked with the client to ensure campaigns could be built, tracked, and measured directly within HubSpot.
Cross-hub education for future growth
While Marketing Hub was the primary focus, accelant also provided high-level overviews of Sales Hub and Service Hub. This helped the client understand how marketing data connects to the broader customer lifecycle and how HubSpot could support future expansion beyond marketing.
THE RESULTS
With HubSpot implemented and a clear understanding of how to use it, the client is now positioned to operate marketing from a centralized, scalable platform.
Effective marketing outreach and campaign planning for better lead prioritization
With lifecycle stages clearly defined and applied, the client gained a stronger understanding of where contacts are in the customer journey and how they engage over time. This allows the team to prioritize follow‑up more intentionally and plan outreach based on prospect intent, rather than relying on one‑off or manual engagement.
Greater predictability and control to scale across a global marketing team
By consolidating marketing activity into one system, the client reduced the friction caused by disconnected tools. Marketing efforts are now easier to coordinate and manage across regions, supporting more consistent execution without adding operational overhead.
Confidence to operate and build without external dependency
Through hands‑on onboarding and enablement, the client developed a strong working knowledge of HubSpot. As a result, the team is positioned to continue building campaigns, workflows, and processes internally, supporting future growth without relying on ongoing external support.
