Ariad Partners rebuilt the marketing data foundation for Federal News Network, part of Hubbard Broadcasting, recovering tens of thousands of valuable contacts hidden across siloed databases and closing martech gaps with custom fields, workflows, and integrations. The work significantly reduced marketing costs by bringing outsourced processes in-house.
The challenge
Federal News Network was managing large datasets across multiple databases, and the data was outdated and inconsistent, blocking effective segmentation and targeting. The team was active and agile, but lacked the internal resources to optimize its marketing automation and email platforms, so valuable audience data sat unusable.
The solution
- Built a data management and conversion strategy covering cleanup, analysis, integration, and activation.
- Closed martech gaps with custom fields, workflows, and integrations, and rebuilt segmentation on the cleaned data.
- Conducted email and landing page audits to improve conversion rates across active campaigns.
The results
The cleanup surfaced tens of thousands of valuable contacts that had been hidden in the datasets, audience the organization already owned but could not use. Bringing previously outsourced processes in-house through the new integrations significantly reduced marketing costs, and the team hit its annual targets on the rebuilt foundation.
"Ariad Partners understands the challenges faced by a company with multiple silos of data and an active, agile marketing team. Their expertise helped us hit our annual targets."
What this means for your business
Most established organizations are sitting on audience data they cannot use, and the fastest marketing win is often recovering what you already own. If your CRM and databases have stopped talking to each other, our HubSpot Partner services include exactly this kind of data foundation work.
