HubSpot Optimization for a Global SEO App Company with 9M+ Contacts
Client Overview
An enterprise-level global SEO app company with over 1,000 team members across six continents approached us for help optimizing their HubSpot portal. The company operates in markets across North America, Europe, Asia, and South America, generates over $750 million in annual revenue, and was named one of America’s fastest-growing private companies on the Inc. 5000 list.
This client operates at a scale few others do—with over 8.9 million contacts, millions of companies and deals, and full adoption of all five HubSpot Enterprise Hubs. This was one of the largest and most complex portals we’ve ever audited.
The Challenge
Despite heavy investment in HubSpot, the client’s system had become a source of friction rather than insight:
- Exceeded marketing contact limit, resulting in overage fees of $5,000+
- Customers were receiving emails in the wrong language or at the wrong stage of their journey
- App and website data integrations were broken or inconsistent, leading to trust issues with reporting and automation
- Data formatting was inconsistent, with widespread duplication and missing fields
- Hundreds of workflows had been built over time, many duplicative, outdated, or lacking clear goals
- Manual processes were draining internal bandwidth and slowing down execution
- Only 22% of contacts were mapped to the correct business unit
For a high-growth, global team, these inefficiencies were stalling scale and putting both customer experience and reporting accuracy at risk.
Our Approach
We kicked things off with our comprehensive HubSpot audit process, evaluating every component across:
- Enterprise licenses in Marketing, Sales, Service, CMS, and Operations Hub
- Dozens of active integrations
- Hundreds of custom workflows
Our audit report totaled 120+ pages, uncovering both critical issues and quick wins. It gave leadership a clear, prioritized roadmap to reclaim control of their CRM.
The Implementation
Over a 6-month implementation period, we partnered with internal stakeholders across marketing, ops, and dev teams. Guided by the audit, we tackled the most high-impact fixes first.
Key improvements included:
- Streamlining and consolidating workflows, reducing total count and adding measurable goals
- Building workflow reporting tied to performance metrics
- Resolving integration issues through collaboration with the dev team and use of custom Ops Hub automation
- Standardizing data formatting, fixing field mapping, and removing duplicate records
- Improving segmentation, ensuring only relevant contacts received appropriate communications
- Automating manual admin tasks, saving hours weekly across teams
Before & After Snapshot
Area | Before | After |
Duplicate Records | 100,000+ | <2,000 |
Workflow Count | 500+ | 286 (42.8% reduction) |
Integration Errors | Frequent & critical | Fully resolved |
Manual Admin Time | 30+ hours/month | Under 10 hours/month |
Contact Overage Fees | $6,000+ | $0 |
Misrouted Emails | 5,000+/month | 0 |
The Results
The transformation was both operationally and financially significant:
- 98% reduction in duplicate contacts, companies, and deals
- 42.8% reduction in workflow volume
- 20+ hours/month saved through automation and improved data hygiene
- $6,000+ in marketing contact overage fees eliminated
- 100% resolution of all integration issues, impacting millions of contacts
- Inaccurate communications fully eliminated — messages now reach the right people, in the right language, at the right stage
In just 6 months, we helped transform a disorganized, overloaded global HubSpot instance into a scalable, enterprise-grade system of record—built to support international marketing automation, sales enablement, and operational excellence.
Client Feedback
“We’ve worked with a number of HubSpot consultants, but no one has brought this level of structure, clarity, and long-term thinking. The audit alone was worth the investment.”
Screenshots
This shows a critical North American workflow that was enrolling fewer than 5,000 contacts—when it should have been processing over 35,000 per week. The issue was resolved by streamlining the enrollment trigger lists and addressing data hygiene problems stemming from their integration.
This report reflects activity from the first few months. As shown, the ‘Purple’ contact interacted with unassigned business units. It’s important to note that automations require a business unit to be assigned in order to trigger properly. We resolved this issue through data hygiene improvements and integration fixes.
Our work also had a direct impact on the marketing team’s performance. Once we removed the blockers, we saw a noticeable increase in email opens. This includes emails for lead nurturing, app onboarding, and churn prevention—each playing a critical role in the customer journey.
