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Case Study

HubSpot Migration & Salesforce Integration for HappyCo

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HubSpot migration and Salesforce integration for HappyCo marketing operations.

120
+

Pardot marketing assets rebuilt and standardized in HubSpot

6

Automated lead lifecycle and marketing contact workflows

3

Cross-portal dashboards for lifecycle, scoring, and campaigns

MIGRATE & MODERNIZE:

Rebuilding marketing operations on HubSpot with Salesforce integration

HappyCo property management software company logo in HubSpot case study.

The Client

HappyCo is a property management technology company operating a Salesforce-connected ecosystem, with Webflow serving as its primary website framework. As marketing and sales workflows became distributed across Pardot, Salesforce, and HubSpot, the organization faced challenges with data consistency, lifecycle visibility, and reporting accuracy, leading HappyCo to engage Aptitude 8 to migrate from Pardot to HubSpot, design a scalable data model, automate lead and lifecycle processes, and align Salesforce and HubSpot into a unified GTM system.

The Challenge

As HappyCo evolved its GTM operations, marketing and sales systems became fragmented across platforms, limiting visibility, automation, and governance:

Disconnected Marketing Systems: Marketing assets and engagement data were split between Pardot, Salesforce, Webflow, and HubSpot, preventing a unified view of campaign performance and lead activity.

Lack of a Scalable HubSpot Data Model: HubSpot lacked a clearly defined data structure aligned to Salesforce, making it difficult to maintain consistent object relationships, lifecycle tracking, and reporting.

Manual Lead Qualification & Lifecycle Management: Lead scoring and lifecycle stages were managed manually, slowing down qualification and reducing confidence in funnel metrics.

Complex Form Requirements Outside HubSpot: Existing Webflow forms relied on advanced logic and on-page behaviors that HubSpot’s native forms could not support, requiring a hybrid approach.

Limited Marketing Contact Governance: Without automated controls, marketing contact status management risked unnecessary subscription costs and inconsistent targeting.

Reporting Gaps Across the Funnel: Teams lacked reliable dashboards for lifecycle stages, lead scoring, and campaign attribution, limiting insight into conversion and engagement trends.

Aptitude 8 was engaged to migrate HappyCo from Pardot to HubSpot, design a scalable HubSpot architecture, integrate Salesforce, and implement automated lead, lifecycle, and marketing contact processes.

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Fragmented Pardot, Salesforce, and HubSpot marketing systems.

The Solution

Aptitude 8 executed a phased engagement to rebuild HappyCo’s HubSpot environment, migrate Pardot assets, and establish scalable governance across Salesforce and HubSpot.

Phase 1: Discovery & HubSpot System Architecture

  • Conducted discovery sessions to understand Pardot and Salesforce processes
  • Documented current and future-state workflows
  • Built a unified HubSpot data model with object relationships and field mappings
  • Established an architectural blueprint to guide all GTM operations

Phase 2: Pardot to HubSpot Migration

  • Rebuilt 120+ assets including forms, lists, nurtures, landing pages, and templates
  • Implemented hybrid Webflow-to-HubSpot form mapping
  • Used asset inventories and UAT cycles to validate all migrations
  • Prepared nurture workflows and supporting assets for future activation

Phase 3: Salesforce–HubSpot Integration

  • Configured HubSpot’s OOTB Salesforce integration
  • Defined inclusion list criteria to control record sync
  • Documented end-to-end data flow from HubSpot to Salesforce
  • Established sync health monitoring and resync procedures

Phase 4: Automated Lead Scoring & Lifecycle Management

  • Built a lead scoring framework aligned to engagement and intent signals
  • Developed lifecycle workflows to maintain consistent funnel stages
  • Updated HubSpot defaults to standardize lifecycle entry points
  • Automated Customer stage assignment upon Closed Won deals

Phase 5: Marketing Contact Governance

  • Built marketing and non-marketing contact criteria lists
  • Implemented workflows to automate marketing contact status updates
  • Structured logic to ensure non-marketing criteria take priority
  • Created manual review lists for Salesforce-originated contacts

Phase 6: Reporting & Dashboards

  • Built dashboards for lifecycle stage, lead scoring, and campaign performance
  • Created custom reports to identify engagement trends and funnel gaps
  • Delivered training sessions to support adoption across teams
HubSpot architecture integrating Salesforce, Webflow, and GTM workflows.

The Outcome

HappyCo’s marketing and GTM operations were consolidated into a unified, scalable HubSpot ecosystem that supports automation, governance, and cross-system visibility:

  • Standardized Marketing Operations across HubSpot with consistent asset structure, lifecycle definitions, and campaign execution.
  • End-to-End Pardot Migration into HubSpot, rebuilding marketing assets in a centralized environment designed for scale and maintainability.
  • Automated Lead Qualification & Lifecycle Management replacing manual processes with real-time scoring and lifecycle progression.
  • Governed Marketing Contact Management enforcing engagement-based controls to improve targeting, deliverability, and subscription efficiency.
  • Reliable GTM Reporting through unified dashboards for lifecycle stages, lead scoring, and campaign performance across HubSpot and Salesforce.

Strategic Impact

This engagement positioned HubSpot as the central system of record for HappyCo’s marketing and GTM operations, aligned with Salesforce through a governed data model and automated workflows. With standardized processes, lifecycle automation, and unified reporting, the organization can now:

  • Execute marketing and sales workflows with consistent data and lifecycle definitions
  • Surface high-intent leads faster through automated scoring and lifecycle progression
  • Maintain accurate marketing contact governance to control targeting and subscription usage
  • Provide leadership with real-time visibility into lifecycle performance and campaign impact
120+

Marketing Assets Rebuilt

Forms, templates, lists, and nurtures recreated in HubSpot.

 

6

Automated Lifecycle Workflows

Lead scoring, lifecycle stage, and marketing contact automation deployed.

3

Unified GTM Dashboards

Lifecycle, campaign, and scoring dashboards established.

 

2

Team Training Sessions Delivered

Enablement covering reporting and Salesforce integration.

 

The Tools

New Tech Stack

New tech stack including HubSpot, Salesforce, and Webflow for HappyCo.

HOW WE SET YOU UP FOR SUCCESS

Next Steps

With HubSpot re-established as a scalable GTM platform, HappyCo now operates with automated lifecycle management, governed marketing contact usage, and integrated reporting across Salesforce and HubSpot. The organization is positioned to continue optimizing lifecycle stages, expanding dashboards, and driving adoption through ongoing enablement and retainer-based enhancements.





About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.

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