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Case Study

RectorSeal Automates ZIP Routing with HubSpot + Segment

Case Study Badge-RectorSeal
Segment, Snowflake, and HubSpot integration architecture for routing automation

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Custom views standardized across CRM systems

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Core platforms integrated into unified architecture

12
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Behavioral events operationalized across all brand sites

ROUTE & ACTIVATE:

Building a unified HubSpot foundation for scalable, data-driven operations

Manufacturing company logo featured in HubSpot integration case study

The Client

RectorSeal is a manufacturing organization serving contractors and distributors across North America. With multiple brands, channel partners, and a growing digital footprint, the company relies on a modern data stack to activate marketing, support sales teams, and streamline operations. To scale its go-to-market engine, RectorSeal implemented a connected ecosystem across Segment, Snowflake, and HubSpot.

The Challenge

Discovery uncovered several critical barriers impacting routing accuracy, campaign activation, and CRM data integrity:

Fragmented data across systems: Customer interactions were captured in Segment, Snowflake, and HubSpot, but lacked alignment across schemas, properties, and workflows.

Incorrect contact-to-company association: HubSpot’s default domain matching frequently assigned contacts to parent companies rather than the correct local branch.

Manual ZIP-based routing that did not scale: Sales and operations teams spent time correcting misassigned contacts, impacting response times and reporting accuracy.

Inconsistent parent–child hierarchy: Company records lacked clear branch relationships, standardized labels, and address consistency required for proximity-based routing in HubSpot.

Underutilized behavioral data: Events captured in Segment were not fully operationalized in HubSpot Marketing Hub lists, limiting the organization’s ability to deliver targeted campaigns.

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Fragmented CRM data and routing issues in HubSpot for manufacturing teams.

The Solution

Aptitude 8 designed and delivered a multi-phase HubSpot integration and routing implementation to unify data flows and automate assignment logic.

Phase 1: Discovery & Alignment

  • Mapped routing requirements, eligibility rules, and sales-owned exceptions.
  • Audited Segment and Snowflake schemas to align event names and fields.
  • Identified required contact and company data to enable proximity routing.
  • Defined a scalable model for managing parent–child company hierarchies.

Phase 2: System Design & Data Modeling

  • Standardized 40+ custom fields to support routing, geolocation, Segment traits, and record governance.
  • Established a consistent company structure for branches, distributors, and national accounts.
  • Built a routing data model using HubSpot Operations Hub to calculate distance, apply overrides, and maintain sales ownership.
  • Designed logic to handle distributor tiers and multi-location account exceptions.

Phase 3: Segment & Snowflake Integration

  • Integrated HubSpot CRM, Segment CDP, and Snowflake to unify identity resolution and campaign activation.
  • Enabled 12+ behavioral events across four websites to drive Segment audience creation.
  • Synced key Segment audiences into HubSpot for targeted nurture and engagement.
  • Ensured Snowflake received normalized event data for downstream reporting and attribution.

Phase 4: Proximity-Based Routing in HubSpot

  • Built a custom routing engine in HubSpot using coded workflow actions.
  • Used Google Maps API to geocode addresses, derive coordinates, and calculate distance to branch locations.
  • Automated contact assignment to the nearest eligible location based on routing rules.
  • Remediated thousands of legacy records with incorrect or missing associations.

Phase 5: Governance & Exception Handling

  • Introduced association labels (e.g., Sales Assigned) to protect intentional rep-to-account relationships.
  • Applied routing exclusions for strategic accounts, manual assignments, and unique distributor paths.
  • Documented escalation workflows and QA procedures for exception management.

Phase 6: Training & Enablement

  • Delivered hands-on training for Segment, HubSpot workflows, and data governance.
  • Provided documentation including field definitions, event schemas, and routing logic guidelines.
  • Enabled internal teams to scale the framework by adding brands, branches, or new logic without rework.
HubSpot Operations Hub workflows automating ZIP-based branch routing.

The Outcome

The engagement delivered a modern routing and data activation framework built directly on the organization’s existing tech stack:

  • Contacts now automatically associate with the correct local branch based on proximity rather than default domain logic.
  • HubSpot, Segment, and Snowflake operate on a consistent data model, improving reporting accuracy and audience targeting.
  • Sales teams retain control over strategic assignments through governance-safe routing rules.
  • Behavioral events now power campaign segmentation and lifecycle programs in HubSpot Marketing Hub.
  • New business units and websites can be onboarded without disrupting the architecture.

Strategic Impact

This engagement positioned HubSpot as the single system of record for ScribeAmerica’s sales, PMO, and operational workflows. With structured pipelines, governed project data, and automated Workday syncs, the organization can now:

  • Move deals to delivery faster with consistent workflows and approvals
  • Maintain accurate project and location data for Workday Financials
  • Reduce manual entry and operational rework through automation
  • Provide leadership with real-time visibility into pipelines and project readiness
40+

Standardized CRM Properties

Unified data model enabling scalable automation and governance.

 

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Operational Behavioral Events

Event-driven audiences fueling HubSpot Marketing Hub.

3

Integrated Core Systems

HubSpot, Segment, and Snowflake aligned to a single architecture.

 

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Automated Routing Engine

Google Maps–powered workflows assigning contacts to the nearest branch.

 

The Tools

New Tech Stack

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HOW WE SET YOU UP FOR SUCCESS

Next Steps

Aptitude 8 delivered a fully documented, scalable HubSpot Operations Hub implementation supported by Segment and Snowflake. The routing engine, data model, and company hierarchy are built to support long-term growth, allowing the organization to introduce new brands, refine routing logic, and expand behavioral personalization without rework. With training, governance patterns, and extensible automation in place, the team is equipped to maintain and evolve the system as the business expands.





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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