Marketing Operations Manager · case study
Your webinar registration form captures one field: email. So does the whitepaper gate. Only the contact-sales and Starter application forms capture country, charge points and business type.
Two of the seven sample leads in this brief came in through a webinar. Against the live forms, neither of them can be routed.
So the build has an order to it. Fix what gets captured, then automate the routing, then report on it. Everything after this slide is that, in sequence.
6 live forms found on monta.com · portal 20114015
| Form | Location | Fields captured | Routable? | What it means |
|---|---|---|---|---|
| Contact sales 8a468049… | /contact-sales/ | 9 + 5 UTM | Yes | Country, charge points, business type, free-text use case, self-reported source. |
| Starter application 14f1a09c… | /starter-plan/ · /pricing/ | 8 + 5 UTM | Yes | Same as above minus business type — so a site owner and an operator look identical here. |
| Newsletter db09220e… | /stay-in-charge-newsletter/ | 4 | N/A | Subscriber, not a lead. Correct as is. |
| Webinar registration 984f476c… | /events/* (13 pages) | 1 — email | No | GreenFleet GmbH and ChargeUp Nord both arrive here. Nothing to route on. |
| Whitepaper gate a8b01ad5… | /downloadables/* (11 assets) | 1 — email | No | Volt Partners and Jonas M. arrive here. A 1,100-charge-point CPO and a private driver look the same. |
| Product interest 7f5d4f54… · 3a1e1369… | Session Analyser · AI driver support | 1 — email | No | Highest-intent pages on the site, lowest-information forms. |
number_of_cps_v3 offers 0 / 1-10 / 11-30 / 31-50 / 51-100 / 101-500 / 501-1000 / 1001+. Your pricing page puts Starter at up to 200 charge points and Advanced at 200+. The 101-500 band sits across the single most important commercial threshold you have, so the form can't answer the question the routing needs to ask. Rebuild the band at 51-200 and 201-500.
Live names are number_of_cps_v3 and inbound_form_monta_customer_type_v4. Every earlier version is still holding historical values, which is why year-on-year channel reporting doesn't reconcile. Fix forward with a naming convention and a one-off backfill, not a v5.
Don't add eight fields to the webinar form. Registration conversion is the thing that pays for the whole content programme.
| Touch | Asked for |
|---|---|
| 1 — webinar or whitepaper | Email only. Unchanged. |
| 2 — any second gated asset | First name, last name, company, country |
| 3 — any third | Business type, charge points |
| Thank-you page, every time | Optional "Book a demo" with the fields pre-filled from what's known |
Queued fields in HubSpot forms, so no one is ever asked the same question twice. Anyone still email-only after three touches goes to the nurture track, not to an SDR.
Contact · created 2 minutes ago from Marketing form (website)
Head of Property · Nordisk Ejendomme A/S
Copenhagen, Denmark
240 charge points would normally clear the enterprise threshold. It doesn't route to an SDR, because business model is evaluated before size.
Nordisk owns sites, it doesn't operate a charging business, so on Monta's model it can't be a direct customer. But 240 points across 30 residential sites is far too large to drop into the public operator directory and forget. It goes to Forward to Operator on the Enterprise assist path: a named Danish operator, a warm introduction from partnerships, a partner-attributed deal, and an SDR notified for the co-sell.
Contact-based · re-enrolment on qualification change · 6 exit paths
The seven sample leads, run through WF-03
| Lead | Channel | Model | CPs | Bucket | Deciding rule |
|---|
Any rule that reads charge points first sends this to an SDR, who then spends a week discovering there's no operator business to sell to. Business model is the first branch; size only decides who inside the bucket handles it.
A municipality with a tender expected next year fits none of your four buckets. Disqualifying it deletes a public-sector deal with 12 months' notice on it. It needs a fifth path: Watchlist, with a re-qualification date, quarterly public-tender monitoring and automatic promotion to SDR when the tender publishes.
A private driver with one home charger is not a CRM lead. He is an app user. Disqualified as a sales lead, redirected to Monta Charge and Home+, suppressed from B2B nurture, kept for consumer lifecycle. Roughly a third of your 280 are probably this, and they're currently costing someone reading time every day.
Two webinars and eight email opens, and today it arrives as an email address with no company on it. The engagement is real and completely invisible to routing. This lead is the argument for progressive profiling in one record.
Custom code action inside WF-03 · runs on lead_info_long before the routing branch
This is the real lead_info_long field from your contact-sales form. Nobody fills it in the shape a workflow wants.
Engine: not run ·
| Confidence | What happens |
|---|---|
| ≥ 80 | Routed automatically. Sampled at 10% for weekly review. |
| 60–79 | Routed, but flagged. Task to marketing ops with a 24-hour SLA to confirm or override. |
| < 60 | Not routed. Held in a manual triage list. Never guessed. |
| Any, if disqualifying | Disqualification is never fully automatic above a charge-point threshold. The cost of a wrong "no" is a lost enterprise deal. |
Every override is written back to a property. That's the training set for whether the thresholds are right, and the honest measure of whether this works.
Last 30 days · all sources · figures below the MQL line are assumptions, stated as such
Two stages don't exist in your instance today. Engaged Lead catches the account that's been to two webinars and hasn't asked for anything yet. Sales Accepted is the only place you can measure whether marketing and sales agree on what an MQL is. Without it, MQL-to-SQL is a number nobody trusts.
| Touchpoint | Captured by | Points |
|---|---|---|
| Industry events | Badge-scan CSV → custom object | 25 / event |
| Website visits | HubSpot tracking code | 2 / session · 10 for pricing |
| LinkedIn paid | Ads integration + conversions API | 8 lead form · 3 click |
| LinkedIn organic | Not natively capturable | 5 — manual |
| Whitepaper downloads | Form submission | 15 |
| Webinar | Registration form / attendance | 10 reg · 20 attend |
| Newsletter | Email engagement | 5 click · 1 open |
Score decays 20% for every 30 days without a touch, because a download from March shouldn't make an account look warm in September. HubSpot's manual scoring can't do that natively — it needs a recalculation workflow on a rolling activity date, or a calculated property in Operations Hub.
Six things HubSpot alone will not do for you, and what I'd put next to it
Registration is captured. Attendance isn't, anywhere. The single strongest engagement signal you have is currently unrecorded. Either move to a webinar platform with a native HubSpot integration, or gate the replay and treat replay views as attendance. Until then, "attended 2 webinars" is something a human wrote down.
Contact-level de-anonymisation matches roughly 10% of US traffic, about 30% with the company-level fallback. Monta's traffic is overwhelmingly European, so on your site it is close to inert. For EU traffic the honest option is company-level identification and treating it as an account signal, not a contact.
There's no contact-level API for post engagement. Options are a third-party engagement tool with the compliance risk that carries, or accepting it as a channel you measure in aggregate against pipeline rather than per lead. I'd take the second and be clear about it in the report.
Today it's a country-filtered directory and a "contact them" link. Once the lead leaves that page, Monta knows nothing. Unique tracked links per operator, a partner referral object, an outcome field the operator can update, and a quarterly reconciliation. Otherwise a whole bucket generates revenue nobody can attribute.
A custom Event Touchpoint object associated to contacts and companies, one CSV import per event with a fixed schema, and cost on the event record. Without it you can't answer whether a €40k stand produced pipeline, which is the only question anyone asks about events.
First touch credits a whitepaper from last year. Last touch credits the demo form. I'd run W-shaped as the reported model, keep first and last as diagnostics, and accept that with cycles this long, cohort reporting by first-touch month is more honest than any weighting. Multi-touch reporting needs Marketing Hub Enterprise — if you're on Professional, this lives in the warehouse, not in HubSpot.