HubSpot and Salesforce for Parloa: From Go-Live to a Long-Term MarOps Partnership

We set up the portal with EU data hosting, SSO, two-factor authentication, teams, email authentication and a subscription center, and connected HubSpot tracking through Google Tag Manager. We mapped the inbound lead journey with Parloa's RevOps team and tested the sync step by step: HubSpot connected to a Salesforce sandbox first, then to production, then the full user journey before a go/no-go decision. We mapped country, industry and market values to Salesforce picklists, so industry-based lead routing worked and records no longer failed to sync because of missing or mismatched values. A hidden "Lead Rating" field on every form set the response priority for business development. HubSpot went live in December 2023, about three and a half months after the agreement was signed. One week later we built the forms and workflows for the landing page of Parloa's biggest trade show of the year within a single day.

Together with marketing and RevOps we redesigned the MQL process: a workflow sets the MQL status in HubSpot and syncs it to Salesforce, and Sales Accepted Opportunities flow back to HubSpot. We resolved a sync conflict where Salesforce was overwriting the MQL status on more than 10,000 records. When HubSpot retired its legacy scoring properties in 2025, we rebuilt the criteria in the new lead scoring tool and merged two scores into one combined score for Salesforce.

At launch we delivered the core forms (contact sales, demo request, gated content, partnership, newsletter, webinar) and connected LinkedIn Lead Gen forms. We built universal registration and attendance workflows for Livestorm webinars, with attendee and absentee data synced to Salesforce, and lead handling for trade shows and partner events. For Parloa's partner program (30+ partners) we set up partner lead attribution and a multi-step "Become a partner" form. Gated content such as analyst reports got its own forms and workflows with Salesforce campaign tracking. Later we connected Ticket Tailor through Zapier and added UTM attribution to event registrations. To make reporting by form type possible, we added a hidden "Form Submission Type" field to 250 forms.

Before launch we audited cookie consent and proposed consent-based tag triggers driven by the consent tool, and our developer built a custom opt-in confirmation page and an email preferences page. Later we prepared and launched double opt-in (live in March 2025), with reporting on opt-in status and a process for removing marketing contacts. Regular data hygiene, enrichment fixes and a portal audit in December 2025 kept the database clean.

We replicated the pipeline dashboard from Salesforce in HubSpot, built webinar and event dashboards, fixed paid traffic that was being counted as organic, and set up tracking for LinkedIn leads, Google Ads display, email clicks and the last CTA click. An integration health dashboard turned sync errors into a clear action list for the Salesforce admins.

For Parloa's rebrand we rebuilt the email templates in the design manager with new fonts, colours and custom button modules, and trained the team to use them. From February 2024 we ran ongoing support through a shared Slack channel and twice-weekly syncs with the marketing operations team.