Challenges
- Inherited a complex system of 132 lead nurturing workflows that required meticulous property tracking
- Our client’s marketing team was struggling with inaccurate lead status tracking due to workflow exits
- Each workflow required redundant setup steps, consuming valuable time and resources
- The branching complexity was making it increasingly difficult for the InMobi team to maintain and troubleshoot their systems
Strategy
- Designed and implemented a centralized workflow management system to replace the distributed approach
- Created two master workflows for enrollment and unenrollment management
- Strategically utilized HubSpot’s native “Contact is currently active/inactive” filter conditions
- Led a careful, phased implementation to ensure zero disruption to ongoing campaigns
- Personally oversaw the creation of detailed documentation for InMobi’s operations team
Outcomes
- 100% Accuracy — Lead Status Tracking
- 132 — Workflows Simplified
- 40% — Troubleshooting Time Decrease
