Resources "Case Studies"
MarTech Stack Integration and Automation for an IT Services Company
- Industry: IT Services & Consulting
- Location: United States
- Engagement Type: MarTech Integration & Operations Management
Executive Summary
A mid-sized IT Services company engaged Targetorate to unify and optimize its fragmented MarTech ecosystem. The client was operating HubSpot (for marketing automation), ZoomInfo (for intent and contact data), and Outreach (for sales engagement), but in silos. This led to significant inefficiencies such as duplicate outreach, inconsistent data across systems, lack of campaign attribution, and absence of omni-channel visibility. Targetorate integrated and operationalized the MarTech stack, established unified data flow, and continues to run their digital outreach and MarTech operations.
Challenges
- Disconnected MarTech platforms: HubSpot, ZoomInfo, and Outreach were not integrated, leading to siloed operations
- Data inconsistency: Duplicate records, misaligned contact stages, and broken attribution models
- Manual effort duplication: Sales and marketing teams were repeating tasks without automation or synchronization
- No unified engagement view: Outreach activities across email, social, and sales channels lacked coordination and analytics
- Lack of personalization: Messaging was generic, disconnected from buyer journey signals or persona insights
Targetorate’s Solution
Phase 1: MarTech Assessment & Architecture Design
- Conducted MarTech audit across marketing, sales, and CRM functions
- Mapped user journeys, touchpoints, and handoffs between platforms
- Designed an integrated MarTech architecture with HubSpot as the central data orchestrator
Phase 2: Stack Integration & Sync
HubSpot + ZoomInfo Integration
- Enabled automated data enrichment and daily sync
- Mapped contact fields (industry, company size, decision-maker title, etc.)
- Built scoring logic for qualified leads based on ZoomInfo intent signals
HubSpot + Outreach Integration:
- Connected Outreach sequences with HubSpot workflows
- Synced engagement data (opens, replies, meetings booked) back into HubSpot CRM
- Enabled bi-directional task management between SDR and marketing teams
ZoomInfo + Outreach:
- Automated prospect pushing from ZoomInfo → Outreach sequences based on ICP filters
- Enriched outreach messaging dynamically using ZoomInfo firmographic and technographic attributes
Phase 3: Messaging, Automation & Tracking
- Created persona-based messaging framework and standardized sequencing templates for each stage of the buyer journey (Top, Mid, Bottom of Funnel)
- Implemented smart lists and segmentation logic within HubSpot based on engagement, firmographic, and intent criteria
- Set up multi-channel workflows across email, LinkedIn, and sales calls—coordinated through Outreach
- Deployed a centralized reporting dashboard using HubSpot’s custom reports and lifecycle tracking
Technical Stack
- HubSpot Marketing Hub & CRM – Lifecycle automation, segmentation, attribution
- ZoomInfo + Enrich & Intent Module – Target account data sync and enrichment
- Outreach.io – Sales automation, email and call sequencing, task orchestration
- Google Tag Manager + UTM tracking – Engagement tracking across campaigns
- Data Sync Logic – Built-in custom rules using HubSpot workflows and Outreach API-based connectors
Business Impact
- 100% visibility across MarTech stack with synchronized prospect data and lifecycle stages
- 50% reduction in duplicate tasks and manual data entry between SDRs and marketing ops
- 30% uplift in email engagement through better personalization and targeted sequencing
- Real-time attribution visibility between campaign, lead source, and deal pipeline in HubSpot
- Omni-channel engagement flows built, tracked, and iterated through a single dashboard
- Ongoing campaign and MarTech operations managed by Targetorate’s dedicated team