How Bench Rebuilt Its Revenue Engine on HubSpot, Migrating 200+ Workflows off Marketo and Fixing Attribution at the Source
200+
Workflows rebuilt
75,661
Deals synced from Salesforce
200K
Contact database consolidated
About Bench
Bench is one of North America's largest online bookkeeping providers for small businesses. It pairs dedicated bookkeepers with proprietary software so founders, shop owners, agencies, and professionals can hand off their books, stay tax-ready, and see their financials without hiring in-house finance staff.
Bench runs a high-velocity inbound and partner-referral motion. Thousands of small businesses arrive each month through the website, partner directories like Gusto, paid channels, and referral campaigns, then move through a book-a-call and consultation funnel into paid plans. That volume only works if the CRM, the marketing automation, and the attribution underneath it are clean and connected.
When Bench decided to move off Marketo, they brought in TripleDart to own the migration and the RevOps rebuild end to end.
The Challenge: A Platform Migration With No Room for Data Loss
Bench was moving its entire marketing operation off Marketo and into HubSpot, alongside a two-way Salesforce sync the business runs on every day. Migrating without dropping a single form, nurture, or attribution signal, while the funnel stayed live, was the hard part. Three problems sat underneath it.
A Full Stack to Carry Across
Marketo held the forms, the nurture logic, suppression lists, UTM capture, and the drip campaigns. All of it had to land in HubSpot with the same behavior, mapped correctly to Salesforce, before Marketo was switched off. A partial migration would have silently broken lead flow into sales.
Attribution Leaking at the Edges
Source and UTM data was not persisting reliably. Partner-origin leads, for example visitors arriving from the Gusto directory with partner and UTM parameters, lost that context when they hit the Calendly booking embed on the homepage. Zapier could not read the referrer, Salesforce never received the attribution, and partner-driven pipeline looked like it came from nowhere.
No Clean View of Where Leads Fell Off
The team could see leads arriving but not where they abandoned the funnel, which forms leaked, or which pages carried the highest intent. Reporting lived across Marketo, Salesforce, and spreadsheets, so no one had a single trustworthy source for lead source and conversion.
Bench needed the migration done cleanly, the attribution fixed at the source, and the funnel made visible.
What We Did: TripleDart's Playbook
Timeframe: ~13 months (June 2025 to present, ongoing). Services: RevOps and Marketing Operations (CRM Migration, Marketing Automation, Attribution, Reporting).
Marketo to HubSpot Migration
Most of the risk in a migration is invisible: a form that looks migrated but stops syncing to Salesforce, a suppression list left behind, a nurture that double-enrolls. We treated the migration as a data-integrity project first.
- Mapped every Marketo asset to its HubSpot equivalent and validated it before cutover
- Rebuilt and confirmed every form carrying a legacy Marketo form ID in HubSpot
- Defined field mapping between HubSpot and Salesforce from the Marketo export, so sync type, triggers, and logic matched the old behavior
- Carried over suppression lists so Bench did not email contacts it had promised not to
By the end, more than 200 workflows lived in the portal, roughly 40 running the active business: nurtures, lifecycle stages, Salesforce sync, lead routing, partner referrals, renewal campaigns, and NPS. Marketo could be switched off without lead flow skipping a beat.
Attribution and UTM Persistence
Attribution problems almost always start upstream of the dashboard. For Bench, source data was not being captured consistently, so no report downstream could recover it.
- Built UTM handling that sets initial source values when blank, then holds them, so first-touch attribution isn't overwritten by later internal traffic
- Extracted partner and UTM parameters arriving in the URL on page load and passed them into the Calendly booking embed, so context survives to Salesforce instead of dying at the iframe
- Standardized UTM tagging for campaign links and SMS, captured through hidden form fields
Partner-origin and campaign-origin leads now carry their source from first click through to the deal, the foundation everything else in reporting depends on.
Salesforce Sync Architecture
Bench operates HubSpot and Salesforce together, with Salesforce as the system of record for deals.
- Configured two-way sync with custom field mappings, content-source change logic, and lead-to-Salesforce routing on each key form
- Built roughly ten operations workflows to standardize first name, last name, company, and phone on the way through, so records land clean on both sides
Today, 75,661 deals sit in HubSpot sourced from Salesforce, visible alongside the marketing activity that created them.
Lifecycle and Nurture Rebuild
We reconstructed the lifecycle model in HubSpot, from engaged through consideration to disqualified, with standardized entry and exit rules. On top of it we rebuilt purpose-specific nurtures rather than one catch-all flow:
- A book-a-demo drop-off sequence
- A missed-discovery-call sequence
- A consultation follow-up track that branches on whether a call was booked
Each has a defined trigger, audience, and exit, so a lead that books stops receiving chase emails.
Multi-Brand Architecture
When Bench needed to bring its Mainstreet brand into the same CRM, we used HubSpot's native Brands add-on to run both in one tenant with clean separation.
- Excluded existing Bench workflows from Mainstreet records so they would not cross-trigger
- Scoped the Salesforce sync to Bench only
- Tested imports on a small batch before any bulk load
- Documented a repeatable import SOP so Bench's team can add Mainstreet contacts later without wiping Bench brand values, since HubSpot overwrites multi-checkbox properties on import
Funnel Visibility and Reporting
With clean data flowing, we made the funnel legible.
- Built self-serve HubSpot dashboards for lead source, pipeline, and conversion, including the roughly 9,300 contacts that reached Closed Won
- Simplified the website forms
- Set up A/B testing: one streamlined required-field version against a progressive version that reveals optional questions after the essentials, to find and close drop-off points
Results
Over the engagement, the RevOps foundation was rebuilt and the attribution gaps closed.
- Full migration from Marketo to HubSpot completed, with forms, properties, nurture flows, and suppression lists carried across intact
- 200+ workflows rebuilt in HubSpot, roughly 40 actively running nurtures, lifecycle, Salesforce sync, routing, referrals, and NPS
- 75,661 deals synced from Salesforce with two-way custom field mapping, giving one connected view of marketing and sales
- 200K-contact database consolidated into a single governed platform
- UTM and partner attribution fixed at the source, so partner and campaign leads carry their origin through to the deal
- Two brands, Bench and Mainstreet, running in one HubSpot tenant with clean segmentation and a repeatable import SOP
- Self-serve dashboards live for lead source, pipeline, and conversion across roughly 9,300 Closed Won contacts
The TripleDart Team
- RevOps and Project Lead: Jayakumar Muthusamy (JK)
- RevOps and HubSpot: Abinavkarthick Varadharasan
- RevOps and Salesforce Sync: Ritesh Srivastava (Ritz)
- Web and Creative: Pravin Dhamodharan
Conclusion
Bench came to TripleDart with a migration and left with a rebuilt revenue engine. A lift-and-shift would have carried the old attribution gaps straight into the new tool. We used the move to rebuild the foundation instead: capture source at first touch and hold it, connect HubSpot and Salesforce so marketing and sales see the same pipeline, and rebuild lifecycle and nurture logic so leads get worked instead of dropped.
That foundation now supports what comes next: cleaner reporting, funnel drop-off work, a reusable campaign microsite system, and a second brand running alongside the first, all on one platform Bench's team can see into.
Deliverability, Data Quality, and Demo Scheduling
The Problem
Sales and renewal emails suffered from poor deliverability on Instantly.ai and Marketo, with a high bounce count and low conversion from existing Apollo sequences. Data inconsistencies across Salesforce and HubSpot further slowed down outbound efforts.
The Solution
We rebuilt deliverability, data, and demo-scheduling infrastructure across the stack:
- Configured Instantly.ai and warmed up inboxes for higher deliverability
- Reduced bounce rates on Marketo and rebuilt renewal workflows
- Scraped the SBA database to expand prospecting lists
- Rewrote Apollo email conversations and sequences for better conversion
- Synced Calendly through Zapier into Salesforce to automate demo scheduling
- Debugged Salesforce and supported the migration to HubSpot, while improving website demo flows
The Outcome
- Boosted deliverability and reply rates across sales and renewal emails
- Built reliable systems for recurring revenue follow-up
- Delivered clean CRM data
- Generated stronger pipeline