Leading cybersecurity provider migrates from Marketo to HubSpot

A leading cybersecurity company, Group-IB protects people, businesses, and governments against cyberattacks. Dedicated to detecting and preventing cyber crimes, identifying online fraud, and protecting intellectual property, Group-IB was looking for an enterprise-level marketing platform that was easy to use and could support a growing business across different regions.

Previous platform: Marketo

Hubs: Marketing Hub Enterprise

Services provided: Hubspot Onboarding and Implementation, Hubspot Migration, Hubspot Marketing Analytics, Hubspot CMS Development, HubSpot and Salesforce integration 

About Group-IB:

Founded: 2003

Headquarters: Singapore

Products: Threat Intelligence, Fraud Protection, Managed XDR, Attack Surface Management, Digital Risk Protection, Business Email Protection

Number of employees: 600+

Сountries where Group-IB products are used: 60+

High-profile investigations worldwide: 1300+

Challenge:

At the time, Group-IB was using a marketing automation tool developed by one of HubSpot’s chief competitors - Marketo. It required costly integrations or other tools to help with marketing, sales, and customer success. Therefore, to improve its lead generation, Group-IB needed a better CRM and stronger marketing strategies. 

To ensure Group-IB was set up for success, we had to meet the following requirements: 

• 20 days before the expiration of the Marketo license;
• 100+ Marketo assets to migrate to Hubspot;
• Advanced requirements for marketing analytics: multi-touch attribution for customers with long sales cycles, customer journey analytics, etc;
• Complex requirements for a two-way integration with Salesforce Sales Cloud. 

Solution:

Resonate team consistently moves customers from legacy software like Marketo, to HubSpot, with minimal disruption to their business. To fully benefit from HubSpot’s ecosystem, Resonate and Group-IB set the following objectives to focus on:

• 20 days for the full migration from Marketo to Hubspot Marketing Hub Enterprise including customer data and hundreds of marketing assets;
• Complex data migration;
• Custom reports, dashboards;
• Advanced webinar funnels implementation;
• Team onboarding and training.

Due to an associated plan and timeline, we managed to build a solution architecture and assess data quality in the shortest possible time. When working on a proven phased approach for switching Group-IB to HubSpot, we considered the following key points:

1. HubSpot Marketing Hub Enterprise as a central hub for all marketing activities;
2. Сustom attribution models and better insights on how different channels influence various stages of the customer journey;
3. Tight integration with Salesforce Sales Cloud;
4. Full Migration in less than 20 days;
5. Advanced features implementation: custom objects, advanced marketing analytics;
6. Hundreds of marketing assets migrated with improved features: forms, landing pages, emails, workflows, programs, and campaigns.

With our help, Group-IB has achieved those goals. Also, Resonate specialists provided workshops on inbound best practices and maximizing the value of HubSpot’s tools.