Unifying Global Education Marketing Through an Enterprise Migration to HubSpot
Client Overview
ACT is a global leader in college and career readiness, specializing in assessments and learning solutions. The organization serves millions of students, job seekers, schools, and government agencies worldwide, providing critical tools and insights that help people achieve education and workplace success. With a mission to open doors of opportunity, ACT is a trusted authority in the educational landscape.
- Client: ACT, Inc.
- Industry: Higher Education & Educational Testing
- Solution Delivered: Complex Data Migration, Full Stack Integrations, Customized HubSpot Solutions, & Ongoing Strategic Consulting
- HubSpot Products Used: Marketing Hub Enterprise, Operations Hub Professional
- Timeline: May 2023 – Present
Key Outcomes
A Unified Marketing Operation
All marketing activity now runs through one connected system, giving the team full visibility and alignment.
A Clean, Reliable Data Foundation
Three million contacts were centralized into HubSpot, creating accurate, accessible data for every program.
A Seamless, Connected Tech Ecosystem
Key platforms now work together, enabling consistent data flow and more cohesive customer experiences.
Faster, More Efficient Execution
Automated processes across both portals reduced manual work and improved campaign speed and consistency.
A Scalable Growth Framework
Ongoing strategic guidance supports continuous improvement and positions the team for long-term expansion.
Kristin Mehler Mulloy
Principal HubSpot Consultant
The Challenge
ACT's marketing operations were hampered by a disconnected and inefficient technology stack. The team relied on a combination of Marketo, Salesforce, On24, and Cvent, which created data silos, limited visibility, and made it difficult to execute and measure campaigns effectively. To achieve a more streamlined and powerful marketing engine, ACT needed to centralize its operations and unify its data.
Fragmented Systems and Disconnected Data
Marketing activity lived across several platforms, creating silos and limiting visibility into the customer journey. Teams lacked a reliable, unified view of performance, making decision-making slower and less accurate.
Complex Multi-Portal Environment
Separate B2B and Direct-to-Learner programs required two HubSpot portals with distinct workflows and data structures. Maintaining accuracy and alignment across both environments created operational complexity.
Manual Processes and Inefficient Workflows
Disconnected systems forced teams to rely on manual data entry and repetitive workarounds. These processes slowed execution, increased errors, and reduced overall efficiency.
Limited Scalability and Strategic Agility
The existing tech stack could not keep pace with evolving marketing needs and new campaign demands. Rigid systems and outdated processes limited the team’s ability to move quickly and innovate.
The Solution
Mole Street partnered with ACT to architect and execute a comprehensive migration and integration strategy, transitioning their complex marketing operations to HubSpot. The goal was to build a unified, scalable, and efficient ecosystem that would empower the ACT team to drive growth.
This transformation was anchored in five strategic pillars, guiding the journey from initial migration through to continuous optimization and strategic support.
Seamless CRM Consolidation and Data Migration
A full migration from Salesforce Marketing Cloud to HubSpot created a single source of truth for all marketing operations. All core assets, historical data, and campaign journeys were rebuilt in HubSpot through a structured, large-scale migration approach.
Advanced Integrations and Ecosystem Unification
Critical systems were connected to unify marketing and sales data across the entire stack. This integration work created a seamless ecosystem with reliable syncing and consistent data flow across both HubSpot portals.
Workflow and Process Automation
Key processes were automated to eliminate manual work and accelerate execution. Streamlined workflows improved data capture, enhanced routing, and ensured consistent synchronization across all programs.
Data Governance and Optimization
A governance framework was established to keep the HubSpot environment clean, organized, and high-performing. Legacy fields and forms were consolidated, sync issues were resolved, and clear rules were set for long-term data integrity.
Strategic Enablement and Ongoing Partnership
A structured enablement program ensured long-term adoption and continued platform growth. Training, documentation, planning, and ongoing advisory support positioned the team to scale with confidence.
Before and After Mole Street
Marketing Platform
Before
Disparate Systems
After
Centralized in HubSpot
Impact
One Platform, simpler ops
Data Visibility
Before
Siloed across tools
After
Single source of truth
Impact
Clear, trusted reporting
Lead Management
Before
Inconsistent + manual
After
streamlined + automated
Impact
Faster, higher-quality leads
Integrations
Before
Disconnected (Salesforce, Cvent, On24)
After
Fully integrated ecosystem
Impact
Seamless cross-system workflows
Team Agility
Before
Slow, workaround-heavy
After
Fast, empowered, autonomous
Impact
Marketing moves independently
File Management
Before
Difficult and time-consuming
After
Comprehensive, real-time
Impact
Better, faster decisions
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