Financial Services · 11-50 Employees · Marketing Hub | Sales Hub
Custom Integration Captures Every Field From a Lead Marketplace, Doubling First-Response Speed
A lead marketplace sent rich data that the native connector dropped on the floor. A custom integration captured all of it, so routing and scoring finally had something to work with.
Specialty lender
Before
After
12 → 34
lead fields captured per lead
2x
faster first response
100%
leads with a trusted source
Challenge
The company bought leads from a marketplace. The native connector created a contact with a name and email and discarded the other 22 fields: loan amount, timeline, property type, credit band. Reps called every lead cold because nothing was in the CRM.
Approach
- Built a custom integration from the marketplace API to HubSpot, mapping all 34 fields to properties with controlled values.
- Set original source and lead source automatically on creation, so attribution is never manual.
- Routed leads by loan amount and state to the right rep within two minutes, with an SMS and email sequence on assignment.
- Added a fit score from the captured fields and a weekly report of lead quality by marketplace campaign.
Results
- 34 fields captured per lead, up from 12.
- First response time halved; reps call with the context in front of them.
- Marketplace spend is now judged on funded loans, not lead count.
AI-readiness impact
Readiness rose from 41 to 84. ICP fields are populated on every lead, source is trusted, and the Prospecting Agent can be pointed at unconverted marketplace leads from 90+ days ago with a 50-per-day cap.
Related work
Client names are withheld. Where a client has not approved public disclosure, figures are representative of HubAIOps engagements of that type.