Case Study: Building an Enterprise-Grade ABM Engine

Who Is Tata Communications?

Tata Communications is one of the world’s leading digital ecosystem enablers, operating in over 190 countries and serving more than 300 of the Fortune 500. Their solutions span cloud, connectivity, IoT, media, and cybersecurity industries, which demand complex enterprise-level marketing and deeply consultative sales cycles.

When Tata Communications approached our team, the brief was simple on paper: migrate their global website from WordPress to HubSpot. But during discovery sessions with their CMO and marketing leadership, it became clear that the real opportunity was far larger.

The project evolved from a website deployment into a complete Account-Based Marketing (ABM) enablement initiative, connecting HubSpot with Marketo, 6sense, and Salesforce to create a unified, intelligent revenue engine.

The Challenge: A Modern Stack Without a Unified System

Tata Communications had invested heavily in digital infrastructure, but its systems did not speak the same language.

• The website was static, content-rich but data-poor, and disconnected from their marketing automation workflows.
• Marketo handled outbound and nurture communication but lacked direct visibility into website behavior or real-time visitor intent.
• 6sense, their intent platform, generated valuable insights on surging accounts, but these insights rarely translated into timely sales actions.
• Salesforce served as the single source of truth for opportunity trackin,g but had no context on where leads originated or what signals they displayed prior to engagement.
  
  

In effect, each system did its job in isolation, but no single platform could show the complete buyer journey from anonymous engagement to opportunity creation. The result was long sales cycles, manual lead routing, and inconsistent visibility across marketing and sales teams.

The challenges crystallized around five recurring pain points:

A Disconnected Website Experience

The legacy WordPress site had no native integration with the marketing or sales stack. Engagement data was lost, content personalization was impossible, and high-intent visitors remained anonymous.

Fragmented ABM Infrastructure

HubSpot, 6sense, Marketo, and Salesforce existed as parallel systems rather than a single connected workflow. Intent data, nurture behavior, and sales signals were scattered across silos.

Slow Demand Handoff

High-value visitors and surging accounts were being identified, but without automation, marketing-to-sales handoff relied on spreadsheets and manual updates. Average response time from MQA to SDR outreach exceeded 48 hours.

Lack of Personalization

Campaigns were largely static and generic, failing to reflect the dynamic intent and behavioral data captured by 6sense. This limited engagement, particularly with Tier 1 accounts.

Limited Executive Visibility

Senior leadership had no unified dashboard to see how awareness campaigns, web engagement, and account intent were translating into pipeline or revenue outcomes.

The Solution: Building a Connected ABM Ecosystem

Our approach began with one key principle: HubSpot would act as the orchestration layer, connecting every data point, signal, and system into one operational flow.

The project evolved through four major phases — discovery, architecture, integration, and enablement — each building on the last to create a scalable ABM framework that continues to power Tata Communications’ marketing and sales motion today.

1. Discovery and Redefinition

The first step was a series of deep discovery sessions with Tata Communications’ CMO, marketing operations team, and global demand leaders.

What surfaced during these conversations was a fundamental shift in how the problem was defined. The team did not simply need a new website; they needed a digital GTM engine where the website acted as the front door to their entire ABM ecosystem.

We mapped the full martech landscape, identified duplication points, and visualized where intent data and engagement signals were getting lost between platforms. This clarity allowed us to reposition the engagement as an ABM enablement project rather than a technology migration.

2. Data Architecture and Funnel Design

Once the problem was reframed, we built a data architecture blueprint that detailed every connection, association, and handoff across HubSpot, 6sense, Marketo, and Salesforce.

The architecture outlined:

• Object relationships between Contacts, Companies, and Deals across systems
• Field governance (which system owned which data)
• Data flow logic for both inbound and outbound directions
• Trigger conditions for automation (e.g., when a 6sense surge triggers a HubSpot workflow)
• Ownership rules across marketing, SDR, and AE teams
  
  

At the core of this architecture was HubSpot, acting as the connective tissue that standardized properties, managed integrations, and routed data to the right system at the right time.

This framework became the foundation for every subsequent integration and process improvement.

3. Implementation: Website, AI Concierge, and System Integration

With the architecture finalized, we began the execution phase.

Website Migration to HubSpot CMS

The legacy WordPress site was migrated to HubSpot CMS Enterprise, introducing modular design, dynamic content blocks, and built-in analytics. Every key event from form submissions, downloads, chat interactions was now tracked directly within HubSpot, eliminating data loss between website and CRM.

AI Concierge Deployment

To address the challenge of converting high-intent visitors, we deployed an AI-driven concierge system powered by 6sense intent signals. This concierge could identify anonymous Tier 1 and Tier 2 visitors, greet them with contextual prompts, and route them to the appropriate SDR in real time.

The result was an immediate reduction in response time from 48 hours to under 60 minutes, dramatically increasing conversion rates among enterprise visitors.

Martech Integration

The integration layer connected all four systems with clear logic flows:

This integration network created a continuous, bi-directional data flow that ensured every engagement, click, and deal update was visible in one place.

4. Process Enablement and Change Management

Technology integration meant little without operational change. We conducted a series of enablement workshops with the marketing and sales teams to align processes and behavior around the new system.

• Defined MQL, MQA, and SQL criteria and documented lifecycle transitions across systems
• Built automation workflows for lead routing, task assignment, and follow-up scheduling
• Established re-entry logic for inactive accounts showing renewed intent
• Introduced reporting cadences to track MQA-to-opportunity conversion by region and product line
• Created playbooks for sales teams to interpret 6sense intent data directly inside HubSpot
  
  

This phase transformed the system from a set of integrations into a living process that marketing, SDRs, and sales could rely on daily.

Results

The impact was immediate and measurable across marketing, sales, and operations.

Beyond metrics, the cultural shift inside Tata Communications was equally significant. Marketing and sales now operated with shared definitions, real-time data, and mutual accountability. Campaigns became measurable, follow-ups became timely, and intent signals turned into pipeline — not noise.

Outcome

What began as a website migration evolved into a complete rearchitecture of Tata Communications’ go-to-market system. The company now runs a unified ABM engine where data flows seamlessly across HubSpot, 6sense, Marketo, and Salesforce.

Every engagement from an anonymous visit to a closed deal is traceable. SDRs act within minutes of engagement triggers. Marketing campaigns are optimized in real time based on account-level activity. And leadership has a live dashboard that tracks how awareness translates to revenue, by region and tier.

Today, Tata Communications’ website is not just an online presence — it is an intelligent demand-capture engine powered by automation, data, and cross-system visibility.

The engagement has become a model for how large enterprises can modernize ABM: by connecting what they already have, clarifying ownership, and using HubSpot not just as a marketing tool but as the orchestration layer that brings intelligence, speed, and scalability to the entire revenue process.

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