Multi-Channel Campaign Architecture – HubSpot, Dynamics & Lead Scoring Automation

Overview:
I designed a multi-channel lead nurture campaign that aligned marketing automation, lifecycle stage progression, and CRM synchronization between HubSpot and Microsoft Dynamics. This system was built to convert inbound leads into qualified opportunities through structured nurturing and data-driven lead scoring.

Objectives:

• Automate the buyer’s journey from awareness to conversion.

• Establish consistent lead scoring and lifecycle stage updates.

• Improve campaign attribution and data flow between marketing and sales systems.

• Ensure seamless sync of leads and opportunities between HubSpot and Dynamics.

Campaign Highlights:

• Omnichannel Acquisition: Campaign sources included paid search (Google, Bing), paid social (LinkedIn), organic social, and email nurture—all funneled into HubSpot.

• Automated Nurture Sequence: After initial form submission, contacts entered a 61-day nurture flow, receiving scheduled email sequences based on engagement behavior.

• Dynamic Lead Scoring Model: Points assigned for key engagement actions — ad interactions, page views, form submissions, and email activity. Lifecycle stages automatically updated as leads reached scoring thresholds (MQL → SQL → Opportunity → Customer).

• CRM Integration: HubSpot synced with Microsoft Dynamics to ensure opportunities, SQLs, and customers were exported weekly. Lifecycle data flowed bidirectionally, maintaining alignment between marketing and sales.

• Visibility & Reporting: Lifecycle progression lists, lead scoring reports, and conversion data were refreshed weekly for ongoing optimization and performance tracking.

Impact:
This campaign architecture automated the entire lead nurturing process, ensured accurate CRM data synchronization, and enabled sales teams to prioritize high-intent leads. It also provided real-time reporting visibility across both HubSpot and Dynamics, strengthening collaboration between marketing and sales.