Allen and Heath, a renowned UK-based manufacturer of professional audio mixing consoles, shifted their marketing operations from MailChimp to HubSpot. This transition aimed to resolve challenges in tracking marketing campaign revenue and to enhance scalability for future growth. With the guidance of Struto, the company adopted HubSpot's Marketing Enterprise package, enabling improved analytics, compliance, and operational efficiency, while positioning them for continued innovation in their marketing strategies.
Allen and Heath is a well-established company specialising in the design and manufacturing of professional audio mixing consoles. Based in the UK, they’ve carved a niche in the global audio equipment industry, providing state-of-the-art solutions to sound engineers and music producers worldwide.
With over two decades of experience, the company is renowned for incorporating cutting-edge technology into its products, earning numerous industry awards and accolades for innovation and quality.
The opportunity to work with Allen and Heath arose from an introduction through HubSpot. Allen and Heath's marketing efforts, primarily conducted via email campaigns through MailChimp, had reached a point where scalability became a pressing issue.
The company struggled with the inability to accurately track the revenue generated by their marketing campaigns, a gap that hindered strategic decision-making. Faced with this challenge, Allen and Heath sought a solution that would not only address their immediate needs but also provide room for future growth by negating multiple platform changes in future.
Struto recommended the adoption of HubSpot's Marketing Enterprise package tailored to Allen and Heath's marketing capabilities. Struto decided against a full-scale implementation and instead focused on providing detailed onboarding and training sessions. This approach was designed to empower the team to independently use HubSpot's features effectively, aligning the solution with their operational capabilities.
Critical elements of the solution included setting up custom events in HubSpot. These events allowed Allen and Heath to track software and driver downloads from their website, an essential metric given that such downloads were previously ungated. Additionally, data migration from MailChimp to HubSpot was facilitated, with Struto providing guidance and oversight throughout the process.
Integration with existing systems was another focal point. Allen and Heath utilised Gravity Forms on their WordPress-powered website, and it was crucial to maintain this element. Struto successfully integrated Gravity Forms with HubSpot, addressing concerns regarding opt-in compliance and ensuring that subscription preferences were managed in accordance with privacy regulations. This was achieved through strategic workflow configurations and the deployment of double opt-in mechanisms.
During the project, Struto addressed specific challenges related to subscription management and the setup of custom events, essential for tracking user engagement and ensuring compliance with data privacy standards. While these issues required careful prioritisation and innovative problem-solving, there were no significant impediments to project delivery. The team's proactive approach and open communication channels facilitated a smooth execution, enabling Allen and Heath to focus on prioritised tasks without significant disruption.
Estee Hall - Head of Production
The project concluded over a two-and-a-half-month period, wrapping up in January 2025. Allen and Heath successfully transitioned to HubSpot’s Marketing Enterprise, equipped with advanced tools for tracking and analysing marketing performance. This setup not only enhanced their ability to measure campaign effectiveness but also improved compliance management in opt-in processes. The comprehensive training provided by Struto ensured that Allen and Heath's team was confident in their ability to leverage HubSpot’s features, resulting in improved operational efficiency.
The implementation of HubSpot has empowered Allen and Heath with precise insights into marketing performance and revenue attribution. This has facilitated more informed decision-making processes and strategic investments in marketing initiatives.
Although Allen and Heath currently manage their HubSpot marketing operations adeptly, there is potential for future collaboration. Struto remains a trusted partner, poised to support Allen and Heath with any bespoke requirements that may arise as they continue to innovate and expand their marketing strategies.