The Challenge
As Edgewater Markets continued to grow, the firm needed a more scalable approach to managing marketing and business development efforts. Marketing activities, prospect engagement and sales outreach were taking place across multiple systems and processes, making it difficult to maintain consistency, track performance and gain insight into the full buyer journey. The team needed a centralized platform to improve visibility, streamline workflows and create stronger alignment between marketing and sales.
The Strategy
Edgewater Markets engaged Forefront to implement both HubSpot Marketing Hub and Sales Hub as the foundation for a more connected go-to-market strategy. Our goal was to create a unified system that would support marketing execution, sales outreach, lead management and reporting while providing teams with the tools and processes needed to drive growth. We focused on establishing clean data, standardized workflows and clear visibility into how prospects engaged with the brand throughout the sales cycle.
The Execution
Forefront led the onboarding and implementation of HubSpot, including database migration, CRM configuration, user setup and platform training. We established contact segmentation and lifecycle stages, built automated lead routing and notification workflows and developed lead scoring models to help prioritize sales activity. On the marketing side, we launched email marketing and nurturing programs, integrated HubSpot into the Edgewater website and created dashboards to measure campaign performance and engagement. We also worked closely with sales leadership to configure pipelines, reporting and sales enablement tools that led to a better understanding of prospect activity and pipeline progression.
The Impact
With HubSpot serving as a centralized platform for both marketing and sales, Edgewater Markets gained greater visibility into prospect engagement and business development. Marketing campaigns became easier to execute, measure and optimize, while the sales team gained real-time insight into prospect behavior and intent. The result was stronger alignment among teams, more efficient lead management and a scalable infrastructure capable of supporting future growth and ongoing demand generation efforts.
