The Challenge
MatrixPoint and USIM, two collaborative organizations in the advertising and consulting space, were operating with siloed marketing systems that lacked visibility, cohesion and measurable inbound performance. Despite overlapping teams and shared initiatives, there was no centralized platform to support coordinated campaigns or unified reporting.
Before HubSpot, inbound demand was essentially nonexistent. There was no clear lead qualification model, no structured lifecycle tracking and limited visibility into how marketing efforts influenced pipeline. Data lived across disconnected tools including Brevo and spreadsheets, making segmentation inconsistent and reporting unreliable.
With plans to scale and a need for stronger alignment between marketing and sales, both brands required a centralized system that would allow independent execution while maintaining shared visibility across the organization.
The Solution
Kiwi implemented Marketing Hub Enterprise with the Brands add-on, enabling MatrixPoint and USIM to operate as two distinct brands within a single, structured portal.
The engagement began with a large-scale data consolidation initiative. We successfully centralized more than 30,000 records into HubSpot, including:
- 13,000 MatrixPoint contacts and 23 active deals
- ~12,000 Brevo contacts
- An additional 956 new contacts imported in a single file with only 2 duplicates
This created a clean, unified database to support segmentation, automation and reporting across both brands.
To bring structure where none existed before, we built a two-tier lead scoring system with clear qualification thresholds: MQL at 25 points and SQL at 100 points
Lifecycle stages were customized to reflect the joint sales process and automated lead routing ensured qualified leads were sent directly to the appropriate sales team members. This replaced manual handoffs and guesswork with defined criteria and scalable logic.
We also developed a unified data strategy, standardized key fields and built shared dashboards that provided 100% centralized marketing visibility. Both brands now operate independently within the same ecosystem while maintaining cross-team access to campaign performance and pipeline reporting.
The Outcome
Following implementation, USIM began generating inbound leads through a structured, trackable system—something that had never occurred prior to HubSpot. What was once zero measurable inbound demand is now a repeatable engine supported by automation, segmentation and clear qualification logic.
Beyond lead generation, the organization experienced a full operational transformation:
- 30,000+ records consolidated into a single source of truth
- Complete visibility across two brands inside one HubSpot portal
- Automated MQL and SQL qualification with structured lead routing
- Centralized dashboards aligning marketing activity directly to pipeline performance
Marketing and sales now operate with shared data, defined processes and real-time reporting instead of spreadsheets and disconnected tools. What began as a system consolidation project ultimately became the foundation for scalable inbound demand generation, stronger cross-team alignment and measurable revenue impact.
Hear from our happy client…
Having one system with visibility across both brands lets us collaborate, share data and scale our campaigns without confusion. The flexibility and structure that Kiwi provided has already opened new doors for us…it's exactly what we needed!
Blake, Vice President of Marketing
USIM