Industry
Security Workforce Management
Challenge
After rapid acquisitions, a North American security workforce management provider was left with a fragmented marketing setup. A customized Marketo environment supported a multilingual WordPress resource center alongside HubSpot at the parent level, with an aging Salesforce integration and limited visibility across regions.
Results
Orange Marketing migrated the acquired division from Marketo to HubSpot, consolidating a complex, multilingual marketing operation into a single, scalable system. The new architecture unified marketing and sales data, stabilized Salesforce integration, and now supports more than 30,000 client sites across 45 countries.
HubSpot Hubs Deployed
Marketing Hub Enterprise, Data Hub
The Challenge: When Growth Outpaces Systems
For the company, the issue wasn’t just the individual platforms, but the way they interacted across the marketing stack. Marketing teams were operating across two automation environments with different assumptions, processes, and dependencies. Core assets lived in Marketo, while reporting and coordination increasingly relied on HubSpot. Salesforce sat in between, carrying years of undocumented logic that made changes risky and troubleshooting slow.
Day-to-day work reflected that friction. Launching campaigns required extra coordination. Reporting meant reconciling data across systems. Even minor updates like adjusting a field, updating a workflow, testing a regional variation could cascade into hours of manual effort. And multilingual testing was particularly cumbersome.
All of these issues compounded operational risk. As acquisitions continued, it was clear the existing model couldn’t scale without increasing overhead and dependence on specialized expertise.
The company needed a way to consolidate marketing operations into a single system, without disrupting active campaigns or breaking what already worked.
The Approach: Design for Simplicity First
Orange Marketing was brought in to lead a full Marketo migration to HubSpot for the acquired division. Rather than rushing into execution, the team began with a detailed discovery process to understand how the marketing function operated day to day.
What emerged was a picture of complexity built up over time:
- Interdependent forms tied to language and region
- Workflows that assumed Marketo-specific logic
- Subscription systems fragmented by geography
- A WordPress content hub that depended on everything working seamlessly behind the scenes
The goal wasn’t to recreate this structure in HubSpot. It was to rethink it.
Together with the client, Orange Marketing defined clear priorities:
- Eliminate redundant systems and consolidate marketing operations in HubSpot
- Simplify form and subscription architecture without sacrificing multilingual support
- Preserve Salesforce lead flow and reporting integrity
Reduce operational friction so future updates didn’t require specialized expertise
Implementation
Re-architecting Forms and Workflows
The migration centered on re-engineering how forms and workflows were structured. Instead of maintaining separate assets for every language and use case, Orange Marketing designed a consolidated model organized by language group and shared logic.
This approach dramatically reduced maintenance effort. Updates that once required touching dozens of assets could now be handled centrally through a small set of master forms and workflows.
As Orange Marketing project lead Ed Cervera explains:
“We took more than 150 forms and consolidated them by half, streamlining lead flow and cutting maintenance from hours to minutes.”
Making Multilingual Marketing Sustainable
HubSpot properties were configured to support regional and language variation without duplication. Subscription preferences were unified into a single framework, allowing contacts to manage communication preferences across English, French, and Spanish without fragmenting the database.
Clear naming conventions and documentation ensured the internal team could extend the system confidently as new regions or brands were added.
Restoring Trust in the Data
While the client’s Salesforce consultant handled the integration directly, Orange Marketing worked closely alongside them to validate every critical path. Forms embedded in WordPress were tested across regions and languages. Lead routing, ownership assignment, and opportunity tracking were verified end to end.
With clean data flowing consistently between systems, the broader impact became evident. Ed notes:
“Consolidating systems wasn’t just about data. It was about eliminating inefficiency. Reporting, testing, and lead routing all became faster and cleaner.”
Results: A Platform Built to Grow
Once live, the difference was immediate.
Marketing teams no longer juggled platforms or worked around brittle processes. Campaigns could be launched, tested, and reported on from a single system. Updates that once felt risky became routine.
More importantly, the company now had a repeatable framework for growth. New acquisitions could be onboarded without rebuilding the marketing engine from scratch. Multilingual expansion no longer meant exponential complexity.
As the client’s marketing leader noted:
“We can now manage campaigns, test effectively, and report accurately, all in one place. The team no longer needs specialized platform expertise, and we’ve built a foundation that supports our acquisition strategy going forward.”
From the implementation side, the contrast between maintaining legacy systems and building for scale was just as clear. Ed shared his perspective:
“I’ve implemented Marketo before, but after six years in HubSpot, I’d never go back. This project showed just how much simpler and more scalable HubSpot can be for global teams.”
Strategic Impact
This migration project didn’t just replace a platform. It changed how marketing operated, reducing risk, improving visibility, and creating the flexibility needed to support continued global growth.
For Orange Marketing, the engagement reinforced a core belief: even the most complex migrations succeed when they’re guided by operational empathy, thoughtful architecture, and a clear view of what the business needs next.
