HubSpot Workflow & Marketing Automation

As a HubSpot-certified marketing automation specialist, I've designed and executed complex workflow architectures across CRM pipeline automation, triggered email sequences, and behavior-based lead nurturing. This case study highlights the Beacon Lighthouse Rewards campaign — a COVID-era pivot from group travel incentives to an individual rewards fulfillment program powered entirely by regional HubSpot workflows.

When the pandemic cancelled Beacon Building Products' annual group travel incentive trip, the company needed to pivot fast. 147 top performers across 4 U.S. divisions and Canada expected recognition. The challenge: rapidly convert a high-touch travel experience into a personalized digital rewards program that still felt special — all while managing regional segmentation, personalized video content, and reward fulfillment across two countries with different offerings.

We designed and implemented a fully automated HubSpot workflow system that replaced the travel program with Beacon Lighthouse Rewards — an individual reward bundle selection experience segmented by region and country.

Each division received its own HubSpot workflow with list-based enrollment criteria (e.g., Beacon_Lighthouse_NorthDivision_US), conditional branching based on enrollment date, and automated 2-day delay sequences between touchpoints. The email cadence included personalized 'thank you' videos from division managers filmed casually on cell phones, creating an authentic emotional connection despite the digital format.

The USA workflow triggered region-specific reward selection emails, followed by reminder sequences and a countdown clock for the redemption deadline. The Canada workflow mirrored the structure with localized reward bundles and bilingual considerations. Every workflow concluded with a wrap-up email linking to a satisfaction survey.

The result was a seamless, fully automated experience that delivered 100% redemption and extraordinary engagement metrics — 71% open rates (USA) and 96% open rates (Canada) — far exceeding industry benchmarks.