Pulmonx HubSpot Salesforce Integration Success

Overview

SmartAcre partnered with Pulmonx Corporation to elevate their marketing operations and technology stack. Together, we assessed the existing systems, implemented new tools, and streamlined internal processes to drive efficiency. Our work included onboarding HubSpot, completing a HubSpot–Salesforce integration, and refining both CRM and marketing automation platforms. By improving campaign execution workflows and putting scalable systems in place, Pulmonx gained a stronger foundation to support growth and deepen audience engagement.

Challenge

Pulmonx, the innovator behind the Zephyr® Valve, a minimally invasive treatment for severe COPD/emphysema, partnered with SmartAcre to optimize their marketing technology stack and better support global operations. Their existing setup included multiple tools with overlapping functionality, which had created inefficiencies across teams and limited insight into performance.

Goals of the project included:

• Improve internal operations by eliminating platform redundancies
• Establish a process that effectively leverages marketing technology for accelerated growth.
• Improve data visibility with the implementation of clear and scalable reporting systems.

Approach

Audit & Strategy Development

SmartAcre started the project with a full audit of Pulmonx’s marketing tech stack to identify inefficiencies and overlapping tools. Platforms like Salesforce Marketing Cloud and Marketo were evaluated, with HubSpot ultimately recommended for its usability, scalability, and integrations.

• Assessed existing tools and workflows
• Compared platforms based on long-term fit
• Created a roadmap for consolidation and optimization

HubSpot Onboarding

Once HubSpot was selected, SmartAcre led the onboarding process to ensure a smooth transition and a strong foundation for growth. SmartAcre took an objectives based approach to onboarding. Key parts of this complex HubSpot integration included:

• Setting up the HubSpot instance and user access
• Auditing and migrating key forms, emails, and workflows with compliance in mind
• Integrating current tech stack connections
• Enabling SMS functionality
• Building a three-tier nurture system for patient engagement
• Implementing campaign tracking via Marketing Events
• Delivering a custom HubSpot playbook for internal use

HubSpot Salesforce Integration

To ensure alignment between marketing and sales, SmartAcre developed a custom HubSpot-Salesforce integration. This integration:

• Enabled secure data sync between platforms
• Supported custom objects
• Improved visibility and reporting across teams

Outcomes

As a result of SmartAcre’s efforts thus far, Pulmonx has:

• Enhanced Platform Adoption: Core marketing team members are now actively using HubSpot for reporting.
• Improved Email Deliverability: Real-time visibility into email performance via HubSpot’s email health dashboard has streamlined monitoring and optimization efforts.
• Consolidated Tech Stack: Reduction in overlapping tools has led to increased efficiency.
• Empowered Internal Teams: The HubSpot playbook and training initiative will equip the team to manage campaigns independently.
• Robust Data Integration: The custom Salesforce integration ensures seamless data flow and enhanced reporting capabilities.

Pulmonx continues to optimize its marketing operations, with ongoing training and support from SmartAcre. Efforts are underway to further align global teams and enhance collaboration across regions.