Background
Helix HR provides human resources software to mid-market and enterprise companies globally. Regional marketing teams had grown independently, creating fragmented technology and customer experiences.
The challenge
Helix operated three separate marketing automation platforms across regions. Journeys were inconsistent, lead scoring differed by market, and reporting required manual consolidation executives couldn't trust.
Our approach
NexisBlue led a global MAP consolidation program:
- Platform selection and migration roadmap with phased regional cutovers
- Rebuilt lifecycle journeys aligned to enterprise sales stages
- Standardized lead scoring model incorporating firmographic and behavioral signals
- Unified nurture streams for product lines with regional localization layers
- Global reporting dashboard connected to Salesforce opportunity data
Migration risk management
Parallel runs in pilot regions validated data integrity before full cutover. Historical engagement data migrated where legally permissible to preserve segmentation.
The results
- Three platforms consolidated into one global system
- 45% faster enterprise sales cycle
- Unified reporting across all regions
- 22% reduction in marketing ops overhead annually
Key learnings
Marketing automation consolidation succeeds when sales lifecycle alignment leads technology decisions—not the reverse. Helix's unified MAP became the backbone for ABM and product marketing expansion.
