Centralizing Global Marketing with HubSpot for Leading BPO Company

  • February 2, 2026
  • Girikon
Background

A global provider of customer experience management (CXM) and business process outsourcing (BPO) solutions, operating across 13+ countries with a workforce of 33,000+ associates. The organization supports leading brands in telecommunications, retail, healthcare, and financial services, with a strong focus on digital transformation through intelligent automation, analytics, and omnichannel engagement.

The Challenge 

Prior to HubSpot adoption, global marketing and sales operations were fragmented across regions, with teams using different tools and processes. This lack of standardization limited visibility, alignment, and performance tracking.

Key challenges included:

  • Fragmented lead tracking and inconsistent data across regions
  • No centralized reporting or unified dashboards
  • Disconnected marketing and lead-generation systems
  • Limited visibility into website-generated leads and conversion journeys
  • Inconsistent coordination between marketing and lead-generation teams
Products Used

  • HubSpot Marketing Hub Professional
  • HubSpot Content Hub Professional
  • Salesforce
  • WordPress
Approach and Key Features

To streamline global marketing operations and improve sales alignment, a centralized HubSpot CRM and Marketing Hub setup was implemented.

  • CRM Setup & Onboarding: Centralized lead and customer data across regions into HubSpot, creating a single source of truth.
  • Marketing Forms & Segmentation: Deployed HubSpot forms across the website to automate lead capture, enrichment, and segmentation.
  • Campaign Setup & Integration: Configured multi-region campaigns to enable consistent tracking and performance measurement across geographies.
  • Lead Journey Automation: Designed automated lead nurturing, scoring, and assignment workflows to ensure timely engagement and follow-up.
  • Salesforce Integration: Integrated HubSpot with Salesforce to synchronize marketing activity and maintain data accuracy across platforms.
The Result

Faster Lead Response: Automated routing and assignment reduced response times.

Improved Campaign Visibility: Unified tracking enabled clear ROI measurement across regions.

Higher Conversion Rates: Consistent lead nurturing improved engagement and conversions.

Standardized Global Reporting: Leadership gained access to centralized dashboards and performance metrics for informed decision-making.

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