The Background:

ISI Markets is the most comprehensive source of trusted data and actionable insights on emerging and developed markets. They deliver the knowledge and expertise needed to act with confidence in the world’s highest-potential and fastest-growing markets. Their group operated through four brands: CEIC, EMIS, REDD, and EPFR.

ISI Markets managed their brands through four separate HubSpot instances, allowing for tailored management but as the business evolved, they recognised the opportunity to optimise this setup by streamlining operations, improving efficiency, and enhancing cross-brand alignment through a more unified approach.

This case study aims to showcase how BBD Boom successfully guided ISI Markets through this transformation, ensuring a seamless migration, improved operations, and a scalable platform for future growth.

The Challenge:

While ISI Markets’ original setup supported tailored management for each unit, they identified an opportunity to enhance efficiency and streamline operations through a more unified approach. Their goal was to move towards integration of their 4 brands into a single consolidated portal - reducing complexity, aligning systems and processes, and unlocking a unified view of sales and marketing performance. This transition also aligned with their aim to increase cost-efficiency and streamline decision-making across the business.

The Solution:

BBD Boom designed a structured, phased approach to consolidate ISI Markets’ multiple instances into a single HubSpot Enterprise portal, integrated with Salesforce for a seamless alignment. Following a discovery session where processes, challenges, and goals were mapped out, several solutions were implemented:

Portal Audit: Data quality was prioritised, ensuring all data was cleansed, standardised, and prepared for migration. This included deduplication, standardisation, and enrichment to create a clean and consistent dataset.
Business Unit Configuration: Created individual business units within the unified HubSpot portal, each with custom branding and reporting. Data segregation and cross-unit workflows were established to maintain autonomy while enabling centralised management and oversight.
Portal Migration & Integration: Migrated cleansed data and key assets from the four existing HubSpot instances to the new unified portal. This included data and asset migration, workflow reviews, creation of new automations, and thorough testing and validation to ensure all processes functioned as intended.

The Outcome:

The portal consolidation project, led by BBD Boom, has allowed ISI Markets to utilise HubSpot more effectively, adjusting to their growing business needs. The consolidation resulted in:

Cost Savings: Reduced licensing costs and improved management of contact tiers and databases.
Unified Data Management: Enhanced data consistency, deduplication, and segmentation across all business units.
Centralised Reporting: Improved visibility with unified dashboards providing holistic insights into marketing and sales performance.
Streamlined Operations: Enhanced workflow efficiency and collaboration.
Improved Data Quality: Data cleansing and standardisation efforts resulted in more accurate and reliable data.
Scalable Infrastructure: The new setup allows for growth and the adoption of advanced HubSpot features, making the system future-proof.

“We worked with BBD Boom on a complex HubSpot portal consolidation project, merging 4 different portals into 1 and the outcome was really good. The team was incredibly professional, responsive, and flexible throughout the entire engagement. They delivered everything on time and were always quick to adapt to our evolving needs. Their depth of HubSpot expertise , demonstrated experience and ability to communicate clearly made the project run smoothly.”

- Israel Akinfenwa, Global Martech Lead at ISI Markets

The Future:

By partnering with BBD Boom, ISI Markets successfully streamlined their operations and enhanced their HubSpot infrastructure. With a unified platform now in place, ISI Markets is well-positioned to enhance customer engagement, improve marketing and sales performance, and scale their growth more effectively.

Looking ahead, this project has led to further opportunity for ISI Markets and BBD Boom to collaborate on a potential optimisation project for their new portal. These areas may include optimising lead scoring to make it more specific to each brand, creating more effective lifecycle stage tracking processes for each business unit, plus implementing some of HubSpot's latest tools such as the new Form Editor.

If your organisation is facing similar challenges with managing multiple HubSpot instances, reach out to BBD Boom. We can help you create a streamlined, scalable HubSpot system that drives growth and efficiency.