Allucent Recognizes Marketing ROI by Integrating Sales

About Allucent

Allucent is a global provider of comprehensive drug development solutions, including consulting, clinical operations, biometrics and clinical pharmacology across a variety of therapeutic areas. With more than 30 years of experience in over 60 countries, Allucent’s individualized partnership approach provides experience-driven insights and expertise to assist its clients in successfully navigating the complexities of delivering novel treatments to patients.

Business Challenges

Disconnected Marketing and Sales Systems

Allucent, a life sciences and research company, relied on separate systems for marketing (HubSpot) and sales (Salesforce). This siloed approach created a significant challenge for their marketing team: measuring the Return on Investment (ROI) of their marketing efforts.

HubSpot managed landing pages, inquiries from vendors and customers, and lead nurturing for Allucent’s various services, including clinical trials, pharmaceutical research, and government grants. However, this data wasn’t seamlessly transferred to Salesforce, where the sales team tracked opportunities, contracts, and revenue generation.

This lack of integration created a blind spot for the marketing team. They couldn’t track leads all the way through the sales funnel and measure the effectiveness of their campaigns.

Solution: Bi-Directional Integration between HubSpot and Salesforce

Moblize.it partnered with Allucent to bridge the gap between their marketing and sales systems. The project involved a comprehensive approach:

• Discovery: Moblize.it conducted a detailed analysis of both HubSpot and Salesforce to identify key data points, workflows, and user needs.
• Technical Architecture: Based on the findings, Moblize.it designed a technical flow to establish a bi-directional data connection between HubSpot and Salesforce. This allowed for seamless transfer of information in both directions.

Benefits:

• Lead Tracking and ROI Measurement: With the integration, the marketing team at Allucent gained the ability to track leads all the way through the sales funnel. This transparency allowed them to see how leads generated from various marketing activities (conferences, webinars, landing pages, organic traffic) progressed into paying customers. This provided valuable data for measuring ROI and optimizing marketing campaigns.
• KPIs and Dashboards: Moblize.it developed custom dashboards within HubSpot that displayed key performance indicators (KPIs) for the marketing team. These dashboards provided real-time insights into the performance of various marketing initiatives, enabling data-driven decision-making.

Project Outcome:

The six-month project with Moblize.it empowered Allucent’s marketing team with the tools and data they needed to measure the true impact of their marketing efforts. With clear lead tracking and insightful dashboards, they were now able to optimize campaigns, demonstrate ROI, and ultimately contribute significantly to Allucent’s sales success.