Multi-brand marketing consolidation with Salesforce sync
The challenge they faced
A diagnostic testing laboratory providing advanced lab insights to healthcare providers and their patients across two business units was managing marketing across fragmented platforms. The team relied on Pardot for automation (with poor tracking), PowBox for HIPAA-compliant email, and MailChimp following an acquisition, creating siloed contact lists that spanned two decades and lacked deduplication. The marketing infrastructure could not connect to sales data in Salesforce, preventing alignment between marketing activity and revenue outcomes. When a new marketing leader arrived, they reached out to Bluleadz to consolidate the marketing technology stack and establish a unified, trackable system that could serve two distinct brands while maintaining clean data integrity.
The strategy we mapped
We prioritized the Salesforce integration as the first critical dependency, authenticating the connector early while keeping data sync off until field mappings were complete. This unblocked the project timeline and allowed the team to define which contacts and data would flow between systems. We structured the build as net-new in HubSpot rather than migrating from Pardot, avoiding technical debt and allowing the team to implement clean data practices from day one. The engagement spanned two parallel workstreams: foundation setup (email authentication, brand configuration, tracking codes) and multi-brand architecture, both essential to supporting the two distinct business units by their December launch target.
The solutions we executed
We built a multi-brand HubSpot environment configured to serve the two business units independently. The architecture includes dedicated tracking codes and brand kits for each domain, separate subscription preference centers so customers can manage their email choices per brand, and asset partitioning to keep campaign templates and lists organized. A business unit was configured within HubSpot to segment reporting, workflows, and assets by brand, allowing one centralized platform to function as two distinct marketing operations.
Email infrastructure was authenticated and secured across both sending domains. We set up DKIM signing and SPF records to ensure deliverability, configured up to five custom subscription types per brand to allow granular preference management, and created drag-and-drop email templates customized to each brand's visual guidelines. The team received hands-on training in the email builder, including how to use saved sections and modules to speed production and when marketing contact status gates sends to protect delivery reputation.
Two landing page templates were built as native HubSpot assets using the drag-and-drop page builder, customized to match the existing design language of each brand. Dedicated subdomains were set up to host campaign pages without disrupting the main websites. The templates establish a reusable foundation so the marketing team can create new campaign pages in minutes rather than coordinating with developers.
The Salesforce integration was authenticated using HubSpot's native connector, with field mappings defined to sync Contacts, Companies, and other key objects. All Salesforce contacts sync into HubSpot as non-marketing by default to manage contact limits; a workflow then promotes qualified leads to marketing status based on defined criteria. Conflict resolution rules were configured to respect Salesforce as the system of record for sales data while ensuring clean, deduplicated contact records flow into HubSpot. A selective sync filter prevents expired or purged Pardot contacts still lingering in Salesforce from entering the new system.
A comprehensive reporting dashboard was built to track marketing performance across both brands. The dashboard surfaces up to 15 custom reports tied to key business metrics, with built-in refinement cycles to ensure data accuracy. The marketing team received a dedicated training session covering how to read the reports, interpret trends, and use insights to guide campaign decisions. Documentation and ongoing support ensure the team can maintain and evolve the system as business needs change.
What changed after the engagement.
The client now operates a unified, multi-brand HubSpot environment that replaces fragmented email platforms and manual processes with integrated marketing automation. Email infrastructure is authenticated and secured across both sending domains with DKIM and SPF records configured for deliverability. Drag-and-drop email templates customized to each brand's visual guidelines enable the team to produce campaigns without developer involvement.
Two native landing page templates on dedicated subdomains let the marketing team launch campaign pages in minutes rather than coordinating with IT. A native Salesforce integration with defined field mappings and conflict resolution rules syncs Contacts, Companies, and key objects while preventing expired contacts from entering the system. A comprehensive reporting dashboard with up to 15 custom reports surfaces performance metrics across both brands, giving the team data-driven insights to guide campaign decisions.
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