How we reduced BetterLesson’s Salesforce and HubSpot sync errors by 50% in one week
BetterLesson is a learning management system providing professional development. It was founded in 2008 by teachers and for teachers. Since then, they’ve empowered hundreds of thousands of teachers with the skills they need to lead learner-centered classrooms and ensure the success of all students.
After pioneering a simple way for educators to connect and share their most engaging and effective lesson plans, BetterLesson has grown into the leading provider of personalized professional development for k-12 educators of all kinds thanks to one-on-one virtual coaching, Design Workshops, and distributing lesson plans and instructional strategies authored by Master Teachers.
In the summer of 2020, Jess Cameron left Bang the Table and became VP of Marketing at BetterLesson. Once there, she realized she wanted to achieve the same system synchronicity we had created for Bang the Table, so she knew that the Coastal Consulting team was the right team for the job.
The Brief
Achieve HubSpot Salesforce Synchronicity.
BetterLesson implemented the HubSpot Salesforce integration before Jess joined the organization.
As she dug in, she discovered a significant amount of sync errors that prevented data from moving properly between systems.
Furthermore, there was no automation in place for lead and contact management and they were working with low-quality data. This mismanagement of lifecycle stages also meant that funnel reporting was inaccurate and misrepresented marketing and sales attribution.
So our team swooped in. Coastal Consulting devised a plan to optimize BetterLesson’s HubSpot Salesforce integration.
The Challenges
Abundant sync errors
Poor data quality
No marketing attribution
Inadequate lifecycle management
The Goals
Defining success for this partnership.
HubSpot Salesforce Integration audit
First, we needed to implement Sales Hub Enterprise and rid the HubSpot Salesforce integration of the abundant errors that prevented the system from seamlessly transferring data.
Inbound marketing enablement
Scaleable lead management processes needed to be created to optimize the marketing and sales teams' efforts, better track conversions, and forecast revenue.
Advanced reporting
The BetterLesson team needed a better way to measure the impact of their marketing and sales operations in order to drive strategic decisions.
The Partnership
How we teamed up with BetterLesson for a successful implementation.
HubSpot Sales Hub Enterprise Implementation
Implemented Sales Hub Enterprise to leverage the simplicity of the CRM with robust custom features and advanced business intelligence.
Optimize the HubSpot Salesforce integration with Marketing Hub Enterprise
Next, we audited the existing HubSpot Salesforce integration and fixed existing issues to ensure the correct flow of data between systems and reduce sync errors.
The Results
Success beyond expectations.
increase in email opens from Q1+Q2 2021 to Q3+Q4 of the same year
reduction in HubSpot + Salesforce sync errors within the first week of the partnership
increase in email engagement from 2020 to 2021 (measured by the volume of email link clicks)
new customers and 45 new opportunities directly attributed to marketing activities
Our Impact
Within the first week of implementing BetterLesson’s action plan, we achieved a 50% reduction in sync errors between Salesforce and HubSpot.
Additionally, we created custom automation to enable BetterLesson’s inbound marketing as well as the reporting infrastructure to properly attribute revenue to marketing and sales activities.
And finally, the BetterLesson team has access to Sales Hub onboarding and training videos for their 20+ person sales team, empowering them to take initiative with the confidence of working with a well-oiled machine.
Looking Forward
The team received the implemented systems as well as onboarding resources & training videos to ensure their team -- new and existing -- feels empowered to make smart, data-based decisions in marketing and sales.
And we're grateful to have had the opportunity to collaborate with Jess to create seamless, easily-scaleable marketing solutions for BetterLesson.
If you feel like you're sailing through uncharted waters with HubSpot and Salesforce, it's time to talk. Connect with Coastal.
My Second Brain
"The team at Coastal Consulting has been integral to my success in building a marketing tech stack in the last two organizations I’ve run as Head of Marketing.
Their approach has helped me to not only clean up and rebuild our HubSpot and Salesforce instances, I’ve also expanded my system expertise along the way. Their insight and experience have been invaluable for the architecture and management of our systems, giving me more accurate data to measure and scale the impact of our marketing programs.
We wouldn’t be anywhere close to where we are without you.
It’s not just that your team fixes the problem, you’ve taught me how to use this long term."
— Jess Cameron, Vice President of Marketing at BetterLesson
About BetterLesson
BetterLesson is a professional development platform developed by teachers in 2008. It pioneered a simple way for educators to connect and share their most engaging and effective lesson plans and has become the leading provider of personalized professional development for k-12 educators of all kinds thanks to one-on-one virtual coaching, Design Workshops, and the distribution of lesson plans and instructional strategies authored by Master Teachers.