Medical education contacts out of spreadsheets
The challenge they faced
A continuing medical education provider delivering accredited online courses and conferences to healthcare professionals, the team relied on fragmented systems across spreadsheets and a separate email platform to manage contacts and run marketing campaigns. This disconnected setup created silos, made it difficult to see a unified view of learner engagement, and prevented the team from executing coordinated marketing automation. They needed to consolidate these systems into a single source of truth to enable data-driven decisions and scale their marketing efforts.
The strategy we mapped
The team needed to consolidate contact and company data from multiple sources into HubSpot while building a functioning marketing platform from the ground up. We structured the work in phases: first migrating and anchoring company records, then mapping contacts to those companies to eliminate orphaned data and fragmentation. This sequencing mattered because contacts needed a stable company foundation before any workflows or reporting could operate correctly.
With data in place, we built out the core Marketing Hub environment by connecting tracking, domain, brand assets, and integrations. Only then did campaign infrastructure make sense – setting up the parent campaign structure, email workflows, and conversion tracking that would turn the system into an operational engine. Finally, we layered in reporting and training so the team could maintain and refine what had been built.
The solutions we executed
We imported company records first from Excel spreadsheets as the foundational anchor, then mapped and imported contact records from both Excel and an existing email platform, ensuring each contact connected to the correct company without creating orphaned records. We established the core Marketing Hub environment by installing tracking code on the primary domain, configuring the global brand kit, setting up team calendars and email integrations, connecting social and ad accounts, and integrating up to three native HubSpot applications.
We built the architecture for lead flow by designing custom data properties, recreating up to five existing website forms as native HubSpot forms, and customizing record sidebars across Contacts, Companies, and Deals. The team's contact database was then segmented into billable and non-billable categories with automated workflows, and we constructed a complete Lifecycle Stage funnel with automation and active segment lists for each stage. Email infrastructure was established by configuring DKIM authentication for the sending domain, setting up up to five custom subscription types with corresponding opt-out segments, and creating a branded drag-and-drop email template for recurring communications.
We launched the first multi-channel campaign by creating a parent campaign structure to consolidate all assets under one reporting view, designing and testing up to three marketing emails with personalization, building the automated nurture workflow with conditional logic, and creating an active list to track the target audience. The team received a 20-minute live demo on scheduling social posts that connected back to the campaign, and we configured the Campaign Analytics view to show which assets were contributing to conversion goals.
We constructed a centralized reporting dashboard with up to 15 custom reports aligned to primary marketing goals, refining the data and structure through up to two rounds of updates based on leadership's reporting preferences. The team then participated in a dedicated 60-minute training session built around their day-one priorities, moving beyond platform basics to demonstrate the specific workflows, property standards, and automation practices that had been architected throughout the implementation.
What changed after the engagement.
The client's marketing operations now run through a unified HubSpot platform instead of fragmented spreadsheets, email systems, and forms. Contact and company data are consolidated, deduplicated, and correctly associated, providing a clean, dependable database for sales and marketing activities. Marketing campaigns, email workflows, and lead capture now flow through automated pipelines with consistent tracking and segmentation, eliminating manual spreadsheet work and enabling reliable reporting on campaign performance and contact engagement.
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