#Japan #Nagoya #HubSpot #Hakuhodo DY ONE #Turbine Interactive

Revamping Marketing Infrastructure: A Success Story

In April 2024, Hakuhodo DY ONE emerged from the merger of two major companies: iREP and the Digital Advertising Consortium (DAC). This significant transformation prompted new challenges, particularly concerning their owned media and marketing infrastructure. Turbine Interactive, based in Nagoya, Japan, played a crucial role in guiding Hakuhodo DY ONE through this complex transition by integrating their marketing foundations and streamlining operational processes using HubSpot.

Background Challenges Faced by Hakuhodo DY ONE

Upon this merger, Hakuhodo DY ONE encountered several challenges that needed immediate attention:

Fragmentation of Owned Media

With information about services and knowledge scattered across existing platforms, it became difficult to form a cohesive representation of the new brand. This fragmentation hindered potential clients and stakeholders from grasping the complete picture of what Hakuhodo DY ONE offered.

Management Burdens of HubSpot Accounts

Initially, each company managed its customer data under separate HubSpot accounts, leading to significant operational burdens in terms of tracking and managing leads. This duplication of effort was not sustainable and created potential inaccuracies in their marketing data.

Limitations of Form Operations

The need to create approximately 300 forms for seminars and downloadable materials became a pressing issue. However, HubSpot's system limitations posed challenges in efficiently producing and maintaining a high volume of forms. Therefore, managing these assets became more cumbersome than anticipated.

Manual Management of Seminar Operations

Given multiple seminars taking place simultaneously, the manual operation of managing form deadlines was a daunting task. Each team member had to oversee deadline management, which not only increased the workload but also heightened the risk of errors. Automating the registration process and standardizing operations emerged as critical needs.

The Path to Integration

To combat these obstacles, Turbine Interactive applied its deep insights into HubSpot, focusing on customer data consolidation and operational design. The initiative wasn't just about merging media; it involved designing a robust marketing infrastructure by assimilating customer attributes, browsing histories, and leads into a centralized database.

The project team worked closely with Hakuhodo DY ONE to ensure the integration provided long-term efficiency. The goal was to leverage HubSpot’s capabilities not only to unify their digital spaces but to radically enhance the marketing performance and operational productivity of Hakuhodo DY ONE.

Client-Centric Solutions

An impressive feature of this integration involved the utilization of workflows and HubDB—a structured database within HubSpot. With these tools, they managed to automate several processes that were previously manual, such as tracking seminar registrations and updating customer data without requiring extensive manual oversight.

Turbine Interactive didn’t just assist in creating a unified web presence but also facilitated a drastic improvement in how Hakuhodo DY ONE handles its marketing operations. The introduction of sophisticated automation allowed for streamlined workflows that reduced operational burdens and minimized human errors.

About Hakuhodo DY ONE

Formed through the strategic merger of iREP and DAC, Hakuhodo DY ONE offers integrated digital marketing solutions emphasizing creativity, strategic planning, and technological development. This new entity combines the strengths of two industry leaders to provide comprehensive digital marketing services.

About Turbine Interactive

Founded in April 1999 and evolving into a HubSpot Solution Partner, Turbine Interactive specializes in B2B marketing and offers a full suite of services, including strategic consulting, implementation of marketing automation, and web systems development. With their extensive experience and partnership with HubSpot, they have solidified their reputation as a leading marketing solutions provider.

The collaboration between Hakuhodo DY ONE and Turbine Interactive not only marked a significant milestone in their operational journey but also highlighted the transformative power of effective marketing infrastructure in the digital marketing landscape.

For further details about this case or inquiries regarding related services, feel free to contact the Turbine Interactive marketing team at 052-957-2455 or via email at [email protected].