A lead-generation program that outlived an acquisition.
We ran Marketo lead generation for a Postgres database company for eight years, kept it compliant through a Fortune 500 acquisition, and built a signup program for its new online conference from zero. We also moved an automotive electronics company and its sub-brand onto HubSpot, giving them their first CRM.
As of October 2026
We inherited the list. Then we ran it for eight years.
The database company already had a Marketo instance and an active subscriber list when we took it over in 2018. From there, we ran the lead-generation program end to end. Newsletter signups, demo bookings, download registrations and contact-us forms on the website all fed the same instance, and new leads routed into Salesforce for the sales team until 2020.
Every month, we designed, built and sent the customized newsletter to the full list. At its peak, that list held more than 12,000 subscribers.
The company was acquired. The program kept running.
A Fortune 500 technology company acquired the database company in 2019. The program kept running through the transition, but its job changed. In 2020, new leads stopped routing to Salesforce, and the list became a newsletter audience rather than a sales pipeline.
By 2022, the new parent company’s data-compliance requirements reached the subscriber database. We brought the list into line by removing every record with no country data on file. The program never paused, and the list has stayed compliant since.
A new conference needed its own audience. We built it from zero.
At the end of 2022, the team launched a new online conference. We built its signup program on the same Marketo instance: a new form, a dedicated list, and its own segment, kept separate from the newsletter audience.
That list has grown to more than 1,300 subscribers and is still adding them.
In January 2026, the parent company chose to retire the original newsletter. Its forms came down and the newsletter ended. The Marketo instance, and the program we’ve run on it since 2018, carry on through the conference list.
How the Marketo instance is wired
Two websites. One CRM.
The company’s corporate site ran on WordPress, with nothing behind it to capture or track leads. For its newer sub-brand, we built a six-page site directly on HubSpot in mid-2021. That build gave the company its first CRM.
At the end of 2023, we rebuilt the corporate site on HubSpot too, with a light redesign that carried over about 50 of the original pages. Both brands now run on one platform, and every lead from either site lands in the same CRM. The sub-brand’s site now lives on the company’s own domain.
Both builds shipped with their own lead-capture forms and marketing workflows, and both sites are still live today.
How both sites feed one CRM
The work behind both programs.
The same stack across both engagements, in two different shapes: one program administered since 2018, and one pair of builds that shipped and have run on their own since.
The database company, 2018–present
- Marketo instance administration
- Website form builds and integration
- Lead routing into Salesforce
- Monthly newsletter design, build and send
- Data-compliance cleanup
- Conference signup program, built from zero
The automotive company and its sub-brand, 2021–2023
- Two HubSpot CMS site builds
- WordPress-to-HubSpot migration (about 50 pages)
- First CRM setup
- Lead-capture forms
- Marketing workflows
What eight years of program ownership produced.
- A program that outlived an acquisition. An acquisition, a change in purpose, and the retirement of the original newsletter. The Marketo program kept running through all of it, and today it powers the conference’s signup list.
- Compliance without a shutdown. When the parent company’s data rules reached the subscriber database in 2022, we brought the list into line without pausing the program.
- 1,300+ signups, built from zero. The conference list started empty at the end of 2022 and is still growing, on the same instance the company has used since before we arrived.
- One CRM for two brands. The automotive company went from a WordPress site with no CRM to two HubSpot sites feeding one shared CRM.
Need the lead-generation program, not just the forms?
Marketo, HubSpot, or whatever already holds your leads. We wire it in properly and keep it running through whatever changes around it. Bring us in for a fixed-scope build, or as the team that owns the program for years. We’ve done both.