Implementing HubSpot Across Marketing and Sales for MET – Case Study

Focusing on both B2B and B2C health plans, MET partnered with Digifianz to migrate its marketing and sales operations into HubSpot—centralizing lead sources, defining scalable sales pipelines, and enabling data-driven decision-making through a fully structured CRM environment.

About MET:

MET is a healthcare insurer based in Córdoba, Argentina, offering a variety of medical coverage plans for both businesses and individuals. Their sales strategy spans B2B partnerships as well as a high-volume B2C acquisition engine driven primarily by digital campaigns.
With multiple lead sources, referral programs, and a growing operational structure, MET needed a unified CRM that could support segmentation, automation, and reporting across teams.

Project and Goal:

The objective of the project was to help MET fully migrate its marketing and sales processes into HubSpot.

The engagement began with an in-depth understanding of their lead sources—primarily paid media forms and their referral program. Based on this, Digifianz designed two structured sales funnels: one for B2B and another for B2C (the latter representing roughly 90% of incoming inquiries).

A significant focus was placed on CRM architecture. Through strategic sessions and a dedicated Sales Bootcamp, we defined all necessary properties, fields, and workflows required for accurate lead management and pipeline automation.

Once the framework was designed and implemented in HubSpot, the team underwent comprehensive training. Lead sources—including Ads accounts and website forms—were connected to ensure new prospects began flowing seamlessly into the CRM.

In parallel, after go-live, we created marketing dashboards and commercial reporting panels, enabling management to track team performance and key metrics in real time.

Main Challenges:

MET faced several obstacles prior to adopting HubSpot:

• Their entire infrastructure had been built within another CRM provider that offered limited support.
  
  
• This made essential tasks—such as embedding lead forms—difficult and slow to resolve.
  
  
• Data organization and property structure lacked alignment with the needs of their teams.
  
  
• B2B and B2C processes were mixed, requiring clear separation and redesign within HubSpot.
  
  

By implementing a structured architecture and aligning the platform with MET’s acquisition model, Digifianz provided the clarity and scalability they previously lacked.

Guidance and Continuity:

In the days following the project’s completion, Digifianz continued offering email support to address initial questions on reporting, property adjustments, and configuration refinements. This ensured a smooth transition and empowered MET’s team to adopt HubSpot confidently from day one.

Conclusion:

Through this implementation, MET transitioned from fragmented processes and limited CRM support to a centralized HubSpot ecosystem tailored to both B2B and B2C sales operations. The new structure enabled organized lead management, clearer reporting, and long-term scalability across departments.

If you’re looking to migrate your marketing and sales processes to HubSpot and build a scalable, data-driven CRM foundation, we would love to talk!