About Client
The Client is an AI-powered Human Capital Management (HCM) and HRMS platform built for enterprise organisations. Headquartered in India and operating across Southeast Asia, the UAE, and Africa, Client serves 300+ global clients with over 1 million subscribers across 50+ countries.
The platform — built by client — covers the full employee lifecycle from recruitment and onboarding through performance management, payroll, and exit. Client introduced the world’s first Headless HRMS in 2025, enabling HR operations through a conversational AI layer via WhatsApp and Microsoft Teams, replacing traditional navigation-heavy interfaces.
Clients include Kohler, Yokohama, Accor Hotels, Pfizer, Mitsubishi Electric, Eveready Industries, and Dainik Bhaskar. Client is a G2 Leader in Performance Management across Asia Pacific, India, and Enterprise categories.
The Challenge
CRM — Fragmented Sales Process at Scale
Client operates a multi-country B2B sales motion with a long, consultative sales cycle. With offices across India, Indonesia, Malaysia, Thailand, the UAE, the Philippines, and Africa, the sales team was growing fast but working without a unified system. The problems were significant:
- Lead data was scattered across regional email threads, spreadsheets, and disconnected contact databases
- No standardised deal pipeline — different regional teams tracked opportunities differently
- Demo requests, webinar registrations, and inbound enquiries had no consistent follow-up workflow
- Lifecycle stage logic was absent — no automated way to move a prospect from lead to MQL to SQL
- Sales leadership had no consolidated pipeline view across India, SEA, and Middle East regions
- Marketing attribution across events, webinars, eBooks, and whitepapers was unreliable
CMS — Website Not Performing as a Growth Engine
Client’s marketing website was hosted on a separate CMS platform that was increasingly difficult to manage and did not integrate natively with their marketing and CRM stack. Key problems included:
- No native connection between website forms and the CRM — leads dropped between systems
- Landing pages for events, webinars, eBooks, and demo requests were inconsistently built with no template system
- Blog and resource content had no structured SEO foundation or internal linking architecture
- Smart content personalisation — showing relevant content based on visitor industry or location — was not possible on the old platform
- The marketing team depended on developers for every page change, slowing campaign velocity significantly
- Performance and Core Web Vitals scores were poor, impacting both SEO rankings and user experience
What Was Implemented
Part 1: HubSpot CRM Implementation
1. CRM Architecture & Object Design
Built a clean contact, company, and deal object structure tailored to Client’s B2B enterprise sales model. Custom properties captured key buyer attributes: company size, HRMS platform currently in use, modules of interest (payroll, performance, engagement etc.), decision-maker role, country, and deal source. This enabled precise segmentation across Client’s diverse multi-country buyer base.
2. Multi-Region Pipeline Design
Designed a unified deal pipeline applicable across all regions with clear stage definitions aligned to Client’s actual sales process — from initial demo request through discovery, proposal, procurement review, legal, and closed-won. Optional region-specific views were configured for India, SEA, and MENA teams to give each market the visibility they needed without fragmenting the global pipeline.
3. Lifecycle Stage & Lead Scoring Logic
Implemented lifecycle stage automation covering the full journey from subscriber through MQL, SQL, opportunity, and customer. A lead scoring model was built based on company size, industry, engagement depth (pages visited, content downloaded, emails opened), and fit criteria — surfacing the highest-priority prospects for the sales team automatically.
4. Marketing Attribution & Campaign Tracking
Mapped all inbound entry points to HubSpot campaigns with UTM capture — including demo request forms, webinar registrations, eBook and whitepaper downloads, event landing pages, and blog CTAs. Multi-touch attribution reporting was configured so Client’s marketing team could see which channels, events, and content assets were generating qualified pipeline, not just leads.
5. Workflow Automation
Built a library of automated workflows covering: demo request follow-up sequences, webinar reminder and post-event nurture sequences, lead routing by country and company size, internal sales rep notifications, contact re-engagement workflows, and data hygiene automation to keep the CRM clean as it scaled. All workflows were documented and handed over with clear logic maps.
6. Reporting & Sales Dashboards
Created a consolidated leadership dashboard covering global pipeline value by stage and region, MQL-to-SQL conversion rates, deal velocity by product module, lead source attribution, and weekly sales activity metrics. Regional dashboards were built for India, SEA, and MENA leads. Replaced manual weekly reporting entirely.
Part 2: CMS Migration to HubSpot
1. Pre-Migration Audit & URL Mapping
Conducted a full crawl of the existing website — all pages, blog posts, landing pages, resource downloads, and media assets. Every URL was documented with its current title tag, meta description, inbound link equity, and organic ranking. A complete 301 redirect map was built before any migration work began to ensure zero SEO loss during the transition.
2. HubSpot CMS Architecture & Template System
Designed a scalable template library in HubSpot CMS covering: homepage, solution pages, industry pages, blog index and post templates, landing pages (demo, webinar, eBook), resource hub, case study template, and event pages. Custom modules were built for Client’s recurring content patterns — client logos, testimonial carousels, feature comparison tables, and stat blocks — so the marketing team could assemble new pages without developer involvement.
3. Content Migration
Migrated all existing pages, blog posts, case studies, and resource content into HubSpot CMS. SEO metadata, heading structure, internal links, and canonical tags were set correctly on every page. Image assets were optimised for web performance. The blog taxonomy was restructured with consistent categories and tags to support topic cluster SEO.
4. HubSpot CMS & CRM Integration
All website forms were rebuilt as native HubSpot forms connected directly to the CRM. Form submission data flowed cleanly into contact records with proper field mapping, lifecycle stage updates, and workflow triggers. Smart content was configured on key pages — showing India-specific or SEA-specific content based on visitor geography — enabled by the native connection between CMS and CRM that the previous platform could not provide.
5. Performance & Core Web Vitals
Optimised page speed across the migrated site: lazy loading for images, deferred non-critical scripts, critical CSS inlining, and preloading of LCP elements. Google Tag Manager was configured to load the Client analytics stack — GA4, LinkedIn Insight Tag, Meta Pixel, and HubSpot tracking — without blocking page rendering. Core Web Vitals scores improved significantly post-migration.
6. Post-Migration SEO & Search Console Handoff
Submitted the new XML sitemap to Google Search Console on launch day. Monitored crawl errors, soft 404s, redirect chains, and index coverage daily for the first 30 days post-launch. All redirect chains were collapsed to direct 301s. Organic rankings were tracked against the pre-migration baseline to verify no keyword equity was lost.
Results
| Area | Outcome |
|---|---|
| Global pipeline visibility | Unified view across India, SEA, and MENA regions in a single HubSpot dashboard for the first time |
| Lead follow-up speed | Automated sequences reduced manual follow-up time and improved response consistency across all regions |
| Marketing attribution | Event, webinar, and content downloads tracked to pipeline for the first time — multi-touch reporting live |
| Campaign launch speed | Marketing team moved from developer-dependent page builds to self-serve using HubSpot CMS templates |
| CRM data quality | Contact and company records consolidated from fragmented regional systems into one clean database |
| SEO preservation | Zero keyword ranking loss post-migration — full redirect map and Search Console monitoring ensured continuity |
| Form-to-CRM connection | All website forms connected natively to HubSpot CRM — no leads dropped between systems |
| Smart content | Industry and geography-based personalisation enabled on key pages — not possible on previous CMS |
Technologies Used
HubSpot CRM • HubSpot Sales Hub • HubSpot Marketing Hub • HubSpot CMS Hub • HubSpot Operations Hub • Custom Workflow Automation • Lead Scoring • Multi-Touch Attribution • UTM Tracking • Custom CMS Templates & Modules • HubSpot Smart Content • GA4 • Google Tag Manager • Meta Pixel • LinkedIn Insight Tag • 301 Redirect Mapping • Core Web Vitals Optimisation • Google Search Console
Implemented by Ashish Patel | Certified Full-Stack HubSpot Developer | CRM, CMS & RevOps Engagements