About the Organisation
Our client is a well-established, non-partisan international affairs organisation with a two-decade track record of shaping global leadership and policy solutions. Operating across geopolitical, economic, and security domains, the organisation conducts original research, convenes high-level events, and works closely with governments, private-sector leaders, and civil society to influence policy at scale.
With a global staff of over 200 and ongoing outreach to policymakers, think-tank partners, and event attendees worldwide, their marketing and CRM infrastructure needed to support sophisticated segmentation, multi-stakeholder journeys, and real-time campaign intelligence — requirements their incumbent stack simply could not meet.
Fragmented Systems, Missed Opportunities
The organisation had long relied on Marketo for marketing automation and Salesforce as its core CRM. Over time, the gap between these platforms grew into a critical operational liability. Inconsistent data synchronisation left marketing and sales teams working from different versions of the truth, while rigid automation workflows made it impossible to respond with the speed and personalisation that senior-level stakeholders expect.
The marketing team was spending disproportionate time on manual data hygiene, spreadsheet reconciliation, and workarounds — time that should have been invested in strategy and audience engagement.
- Unreliable Marketo–Salesforce integration caused persistent data synchronisation failures, leaving contact records incomplete and lead assignments misfiring
- Disorganised contact data severely limited audience segmentation, making it impossible to tailor messaging for different stakeholder tiers and geographies
- Siloed reporting across Marketo, Salesforce, and third-party event platforms meant campaign performance was virtually impossible to measure end-to-end
- Limited automation capabilities prevented advanced lead nurturing and audience personalisation at the scale needed to support a global event calendar
Products Used
Girikon’s HubSpot implementation team designed a consolidated technology architecture centred on HubSpot’s enterprise-grade suite, with a maintained Salesforce integration to preserve existing CRM investments.
What Girikon Implemented
To streamline marketing operations and improve CRM alignment, Girikon’s certified HubSpot consultants positioned HubSpot as the central marketing engagement layer, with Salesforce maintained as the system of record for pipeline and deal management. The HubSpot CRM implementation was executed in structured phases to minimise disruption, with a full data migration and validation process preceding any cutover.
CRM Alignment & Data Governance
Girikon established bidirectional HubSpot–Salesforce sync with custom field mappings, deduplication rules, and automated contact lifecycle stage management — ensuring both platforms reflect accurate, real-time data at all times.
Advanced Marketing Automation
HubSpot’s workflow engine was configured to support automated multi-touch nurture sequences tailored to government officials, private-sector partners, and research subscribers — each following distinct engagement journeys with behavioural branching logic.
Centralised Campaign & Content Operations
HubSpot Content Hub replaced a fragmented web of tools, giving the team a single platform for landing pages, event registration, blog publishing, and gated research — with unified analytics connecting content consumption to lead activity.
Unified Reporting & Attribution
Custom HubSpot dashboards were built for each team — marketing, events, and leadership — providing real-time campaign attribution, contact engagement scoring, and cross-channel ROI reporting that previously required days of manual aggregation.