Skip to content
Close
SEARCH
AdobeStock_321467172-1-circle-678feeb40ffee39a8baa9faf6da88215-9m12aopsl8ef

CASE STUDY

How OSG Turned CRM Complexity Into Scalable Marketing Automation.


By connecting Salesforce and HubSpot, we helped OSG activate customer data, automate lifecycle marketing, and drive immediate revenue impact.

How OSG Turned CRM Complexity Into Scalable Marketing Automation.


By connecting Salesforce and HubSpot, we helped OSG activate customer data, automate lifecycle marketing, and drive immediate revenue impact.

About OSG

OSG is a leading provider of training, certification, and workforce development programs. With a large customer base and recurring certification requirements, the organization relies on timely customer communications to support renewals, recertifications, and ongoing learning opportunities.

cropped-OSG_Logo_CMYK_web100x100 (1)

The Challenge

 

OSG had valuable customer, certification, and order data stored within Salesforce.

The challenge wasn’t a lack of data. The challenge was making that data usable for marketing.

The marketing team saw clear opportunities to engage customers with timely and relevant communications, including:

  • Certification renewal reminders
  • Recertification campaigns
  • Related course recommendations
  • Customer re-engagement initiatives

However, the data required to support those campaigns was stored in a way that didn’t make it easy or convenient for the marketing team to leverage for campaigns.

As a result, building audiences required manual effort, analyst support, SQL queries, or spreadsheet work before campaigns could be launched.

Marketing had the ideas.

The business had the data.

But turning that data into scalable, automated marketing programs was difficult.

Manual & Time-Consuming

Manual & Time-Consuming

Each campaign required manual data preparation and support from analysts or IT.

Limited Self-Sufficiency

Limited Self-Sufficiency

Marketing couldn't easily segment or activate data without outside help.

Missed Opportunities

Missed Opportunities

Delays in audience creation meant missed moments to engage customers at the right time.

Complex Data Structure

Complex Data Structure

Certification, order, and customer data were stored in ways that weren't marketing-friendly.

The Opportunity

OSG wanted to create a more efficient way for marketing to access and activate existing customer intelligence.

Rather than rebuilding its entire CRM ecosystem, the goal was to create an environment where marketing could more easily segment audiences, automate communications, and launch campaigns based on customer activity.

The objective was simple:

Make existing business data easier for marketing to use.

 

The Solution

Titan One worked with OSG to implement and configure HubSpot as a marketing activation layer connected to Salesforce.

The project focused on creating a HubSpot environment that could bring together customer, certification, and order information in a way that supported real marketing use cases.

This included:

  • Salesforce and HubSpot integration
  • Configuration of native and custom HubSpot objects
  • Data synchronization and mapping
  • Audience segmentation capabilities
  • Workflow automation foundations

The result was a more accessible and actionable marketing environment where teams could build dynamic audiences based on customer activity, certification status, expiration dates, and order history.

✓

Salesforce & HubSpot Integration

✓

Custom Object Configuration

✓

Data Mapping & Synchronization

✓

Audience Segmentation

✓

Workflow Automation Foundations

The Outcome

Following implementation, OSG’s marketing team gained the ability to activate customer data in ways that were previously difficult or time-consuming.

Key improvements included:

1
Faster Audience Creation

Marketing could build targeted audiences directly within HubSpot rather than relying on manual data preparation for each email sent.
2
More Relevant Customer Communications

Campaigns could now be aligned to real customer milestones, including certification expirations, recertification opportunities, and related training needs.
3
Scalable Lifecycle Marketing

Instead of manually rebuilding lists for every campaign, OSG could create dynamic segments and workflows that updated automatically as customer data changed.
4
Better Marketing Visibility

The team gained improved visibility into campaign performance and the ability to connect marketing activity to certification registrations and customer engagement outcomes.

The Results

OSG's marketing team can now activate customer data in ways that were previously difficult or time-consuming.

The impact has been immediate.

Campaign speed

10 hours per month

Saved in manual list-building effort and launching new campaigns

Revenue growth

900%

Revenue growth in June 2026 vs last year for the email marketing channel

CLIENT PERSPECTIVE


“Before working with Titan One, much of our customer data was difficult for marketing to activate and required support from beyond the Marketing Department. The new HubSpot environment has made it significantly easier for our team to build targeted campaigns and create more relevant customer experiences. We are now self-sufficient and optimized; the impact on revenue has been immediate.”

Spencer Reynolds – Director of Marketing, OSG

p style=line-height1.0; margin0 0 8px 0;Many organizations already possess the customer data needed to support sophisticated marketing programs.p p style=line-height1.0; margin0 0 8px 0;The challe (1)

Key Takeaway


Many organizations already possess the customer data needed to support sophisticated marketing programs.

The challenge is often not collecting more data. It is making existing data easier to access, segment, and activate.

For OSG, the combination of Salesforce and HubSpot created a stronger foundation for lifecycle marketing, helping the team move from manual audience creation toward more scalable, automated customer engagement. The result was not simply a CRM implementation.

It was a more effective way to turn existing business intelligence into marketing action.

Ready to turn your customer data into growth?

Let's build a smarter, more scalable marketing ecosystem.