Connecting the Dots: How AI-Powered Address Matching Solved HubSpot’s Deal Attribution Challenge

By implementing an AI-powered address matching solution within HubSpot, Hypha helped a dental technology client overcome significant deal attribution hurdles.

Overview

A forward-thinking client in the dental technology sector, leveraging the full power of HubSpot’s Marketing, Sales, and Service Hubs, faced a common yet critical challenge: accurately attributing new customer signups to prior sales engagement.

While marketing efforts generated valuable leads, many conversions occurred after initial sales interactions, with customers ultimately signing up independently. This created an attribution challenge, leaving deals languishing in “open” status despite successful conversions.

The Problem

Inconsistent Data Obscuring True ROI

As a full HubSpot suite user, the client relied heavily on accurate data flow across their operations. A key issue was that conversions often occurred after initial sales interactions, meaning sales representatives weren’t always directly involved when prospects signed up. This created a disconnect, as the system didn’t automatically link sales efforts to eventual conversions. The conventional method of matching via email or phone number proved unreliable due to frequent discrepancies—prospects often used personal email addresses or different phone numbers during the sales process. Even seemingly reliable data like physical addresses presented hurdles, with variations such as “Street” vs “St.” and inconsistent suite information, further complicating accurate attribution.

The Solution

AI Steps In with Intelligent Fuzzy Matching

To overcome this, Hypha implemented an intelligent solution powered by HubSpot’s innovative ChatGPT Workflow Action. The AI-powered solution was designed to trigger automatically upon the creation of a new account within their application environment.

Upon the creation of a new account, the system initiated a targeted search for open deals within the same postal code. Then, using fuzzy matching—something AI excels at—it looked for almost exact match addresses, followed by reasonably matching office names. This advanced matching logic allowed the AI to discern subtle similarities that traditional exact-match methods would miss.

With this information, AI evaluated the likelihood of a match between the new account and open deals. When a high-confidence match was established, the system automatically associated the account with the deal and marked the corresponding deal as “Closed Won,” providing a clear and accurate reflection of the customer journey.

Why AI Was Essential: Human-Like Discretion at Scale

Simple data matching failed due to frequent inconsistencies. AI provided human-like discretion—for example:

• Correctly linked “Dr. Steven Smith” to “Smith’s Orthodontics” at the same address.
• Avoided incorrect matches in shared locations like “XYZ of Beverly Hills,” where name similarities were superficial.
  
  

The Results

Drastic Improvement in Attribution Accuracy

The AI-powered workflow drastically improved association accuracy with minimal manual oversight. It made reliable, nuanced associations that mirrored a human operator’s judgment—boosting operational efficiency and data quality inside HubSpot, and giving the client better understanding of ROI on specific marketing and sales campaigns.

The Power of AI in HubSpot Workflows

This successful implementation underscores the transformative potential of integrating AI into HubSpot workflows to solve complex, real-world business challenges. By bringing automation and intelligent decision-making into harmony, Hypha helped this dental technology leader gain valuable insights into their customer acquisition process. It’s important to note that Custom Coded Actions, a necessary feature for this type of advanced implementation, are available with HubSpot Operations Hub Professional and Enterprise.

Ready to Solve Your Deal Attribution Challenges? Talk to Hypha

If you’re experiencing similar frustrations with inaccurate deal attribution in HubSpot, our team of experts is here to help. We’ll work with you to understand your unique challenges and develop a tailored solution leveraging the latest HubSpot features and the power of AI.

Contact us today to discuss how Hypha can transform your HubSpot data.