Renewals visibility and a clean database for a payments FinTech

The engagement

We were the technical arm for everything marketing and CS: reports, external integrations, and HubSpot automations. Two problems defined the engagement: renewals nobody could see, and data nobody could trust.

What we built

A renewal process the CS team can run

Renewal deals got a proper structure in HubSpot: renewal pipeline visibility for every account, an agreed ARR tracking methodology, reseller end-date tracking, and enforced closed-lost reasons so churn analysis has data to work with. Renewals went from tribal knowledge to a pipeline.

Duplicates stopped at the door

Instead of running merge marathons forever, we changed the rules of entry: every AE record upload requires at least one hard identifier (LinkedIn URL, email, or phone), and auto-merge logic fires whenever an identifier matches an existing record. A retroactive enrichment workflow cleaned up existing contacts and companies. New duplicates stopped being created, which is the only dedupe strategy that lasts.

A 50K-company import that didn’t wreck the CRM

The team wanted their full addressable market inside HubSpot. We imported and deduplicated a 50K+ company list from ZoomInfo in a controlled batch, with enrichment overwrite rules verified so imported data can’t clobber better data already in the system.

Customer education on autopilot

A 6-email customer education journey runs as a marketing email workflow with real suppression logic: contacts who don’t open three emails in a row exit the flow automatically. Marketing contact status is managed programmatically to stay under the plan’s monthly cap, so the education program doesn’t eat the email budget.

Outreach reporting across channels

LinkedIn outreach moved to a new tool mid-engagement; we rebuilt the reporting dashboard (messages sent, profiles connected, responses) so channel performance stayed comparable across the switch.

What this looks like day to day

The CS team opens HubSpot and sees exactly which renewals are coming and what they’re worth. The sales team uploads lists without creating duplicates. And when leadership wanted the whole market in the CRM, it went in clean.