Case Study: Workday Adaptive Planning achieves more nimble, efficient marketing and faster lead growth with HubSpot

Adaptive Insights Becomes More Nimble with HubSpot

Adaptive Insights, a Workday company, is a Palo Alto–based SaaS provider of collaborative business planning software with about 500 employees and a 30-person marketing team. The team was hamstrung by a difficult-to-use marketing automation platform (Eloqua) that centralized work among a few specialists, created repetitive bottlenecks, slowed campaign execution, and prevented field marketers from running their own programs.

Switching to HubSpot was quick and supported by HubSpot’s resources, enabling self-service campaigns and freeing marketing operations from repetitive tasks. The team deployed personalization and progressive profiling to grow web leads, accelerated lead handoff to sales, and made field marketers far more agile—allowing ops to focus on analysis and strategic, creative work.

Workday Adaptive Planning

Michael Freeman

Senior Director Demand Generation and Marketing Operation