Working session with Citrus America finalizing the HubSpot sales lifecycle automation and approving a multi-phase contact database cleanup. The sales workflow is nearly complete; the primary remaining work is field mapping corrections and the database hygiene initiative, which is expected to significantly reduce CAI's ~$20k/year HubSpot spend.
Attendees:
- Miriam Framson, Brian Framson (Citrus America)
- Mark Hope, Karly Oykhman, Melissa Cusumano, Avokerie Onorimuo (Asymmetric)
| Owner | Action | Notes |
|---|---|---|
| Karly | Fix MQL → SQL automation trigger | Relink from You juicing currently? to Are you already juicing?; map existing data before hiding old field |
| Karly | Consolidate lead source fields | Map all data from Inbound Lead into Lead Source / Lead Source Detail; hide Inbound Lead field; update create-contact form and website form to use correct field |
| Karly | Run bulk email hygiene | Identify undeliverable emails; delete email addresses (not contacts); prepare list of unengaged contacts for Miriam's review |
| Melissa | Remove inactive reps | Remove Total Source reps and William Flannery from HubSpot and the sales portal immediately |
| Melissa | Send blog style guide to Miriam | Was being finalized at time of call |
| Miriam | Provide final content for X-Pro website placeholder | Low urgency; can come after homepage/product page work |
| Miriam | Confirm juicer model for K-12 success story | Likely 8,000 SBTS; needs to verify through dealer records |
| Miriam | Review contact cleanup list from Karly | Provide direction on which contacts to reclassify as non-marketing vs. delete |
| Miriam | Send Fishbowl integration info to Mark | Invoice/API details for the HubSpot–Fishbowl connector |
| Mark | Verify two-way lifecycle/deal sync | Confirm the automation that moved "Jasmine" to Opportunity is working as designed |
Karly cleaned the contact overview card, hiding (not deleting) unused fields to improve usability:
- Hidden: Serial Number, Payment Links, Invoices, Subscriptions
- Kept: Associated Companies, Deals, Contacts, Attachments, Segment Memberships, Playbooks (bottom), Tickets (future use)
- Layout: Personal/contact info at top; marketing fields (lead source, lifecycle stage) toward bottom
Three fields currently exist where two should:
- Keep: Lead Source (high-level: List Upload, Sales Rep, Trade Show, Website, Other) and Lead Source Detail (specific trade show abbreviation + year, specific rep, etc.)
- Hide: Inbound Lead (redundant; data must be mapped to the two fields above first)
- Trade show naming convention standardized to [ABBREVIATION] [YEAR]
The automation triggering the MQL → SQL lifecycle transition was linked to the wrong field (You juicing currently?) instead of the correct one (Are you already juicing?). Fix requires:
1. Relinking the workflow trigger to the correct field
2. Mapping any existing data from the old field to the new one before hiding it
Simplified scoring for initial rollout:
| Dimension | Required Score |
|---|---|
| Budget | 3 |
| Authority | 3 |
| Need | 3 |
| Timing | 3 or 4 |
A weighted point-system may be introduced in a future iteration.
| Metric | Value |
|---|---|
| Total contacts | ~10,700 |
| Marketing contacts | ~8,200 |
| Non-marketing contacts | ~2,500 |
| HubSpot subscription tier | 12,000 marketing contacts |
| Annual cost | ~$20,000 |
Phase 1 — Email Hygiene Run
- Pull all contacts via API
- Run bulk deliverability check on all email addresses
- Delete undeliverable email addresses (leave contact record; remove the email field value)
- Output: list of contacts with no valid email for Miriam's review
Phase 2 — AI-Assisted Segmentation
- Use AI to analyze contact data (engagement history, domain/industry signals)
- Categorize contacts: active pipeline, engaged non-pipeline, unengaged, unknown
- Use Hunter or similar for selective enrichment on high-priority contacts
Phase 3 — Reclassification
- Miriam reviews output and approves reclassification decisions
- Unengaged / no-email contacts → set as non-marketing (reduces subscription cost)
- Truly dead contacts → delete
Target outcome: Reduce marketing contact count significantly; potential to drop to a lower subscription tier and cut annual costs by ~50%.
Mark proposed using AWS SES for bulk outreach to non-pipeline contacts, with activity logged back to HubSpot via API. This would allow CAI to:
- Keep contacts in HubSpot as non-marketing (no per-contact fee)
- Still send nurturing emails and track opens/clicks
- Use HubSpot email only for active pipeline contacts
Miriam is reviewing this approach. No decision made; revisit after database cleanup is complete.
Going forward, newsletters will be sent to engaged contacts only to protect sender reputation and deliverability metrics.
Miriam to provide final copy. Low urgency — can follow homepage and product page work.