Enhanced Marketing Automation and CRM Alignment with HubSpot for a Global Policy Organization

  • March 16, 2026
  • Girikon
Background

A leading non-partisan international affairs organization dedicated to shaping global leadership and policy solutions for geopolitical, economic, and security challenges. The organization conducts research, hosts high-level events, and collaborates with governments, private sector leaders, and civil society to influence global policy and public discourse.

The Challenge 

The organization relied on Marketo and Salesforce as its primary marketing and CRM systems, but operational limitations made it difficult to scale digital engagement and manage leads effectively.

Key challenges included:

  • Inconsistent integration with Salesforce causing data synchronization issues
  • Disorganized contact data that limited segmentation capabilities
  • Siloed reporting across platforms, making campaign performance difficult to measure
  • Limited marketing automation capabilities for advanced nurturing and personalization
Products Used

  • HubSpot Marketing Hub Enterprise
  • HubSpot Content Hub Professional
  • HubSpot Data Hub Professional
  • HubSpot Transactional Email Add-on
  • HubSpot Dedicated IP Add-on
  • Salesforce
  • Marketo (legacy marketing automation)
Approach and Key Features

To streamline marketing operations and improve CRM alignment, HubSpot was implemented as the central marketing engagement platform while maintaining Salesforce as the core CRM.

  • CRM Alignment & Data Governance: Established HubSpot as the primary marketing automation platform and synchronized contact and campaign data with Salesforce to create a unified engagement system.
  • Advanced Marketing Automation: Built sophisticated automated campaigns, email journeys, and segmentation strategies that were not possible with the legacy marketing stack.
  • Reliable Salesforce Integration: Configured bi-directional synchronization for contacts and campaign membership, ensuring consistent data and improved reporting accuracy.
The Result

Within the first three months of transition, the firm achieved measurable operational gains:

  • Faster Lead Conversion: Automated workflows and structured follow-ups accelerated lead engagement.
  • Improved Campaign Performance: Enhanced segmentation and targeted email journeys increased campaign effectiveness.
  • Centralized Reporting: Unified dashboards provided clear visibility into engagement, outreach programs, and donor activity.
  • Stronger Data Accuracy: Reliable synchronization between HubSpot and Salesforce improved data consistency and operational efficiency.
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