Client: Mapon (B2B SaaS – Fleet Management & GPS Solutions)
Role: Eduardo Flores, Sales Manager Spain
Quick Intro:
Mapon is a leading provider of fleet management software and GPS tracking solutions, offering a combination of SaaS and hardware to logistics and transportation companies. With an increasing focus on digital lead generation, Mapon needed better visibility into which marketing efforts were actually driving high-value customers — and how to use that insight to fuel smarter ad spend.
The Problem:
Mapon was running multiple paid campaigns across Google Ads, Meta Ads, and programmatic channels, but lacked end-to-end visibility on lead quality. UTM tags were inconsistently tracked, and CRM data couldn’t be reliably tied back to ad campaigns. As a result, the team couldn’t answer critical questions like: Which channels were producing leads that converted? Which campaigns led to higher contract values or hardware orders? Without this data, the performance marketing budget was optimized for volume, not value.
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The Solution:
HUB.OCTO360 partnered with Mapon to implement a full-funnel reporting and attribution framework within HubSpot. Over a 3-week engagement, we:
- Cleaned and standardized UTM tagging across all inbound campaigns
- Built a custom set of reports and dashboards in HubSpot to track lead source, deal value, and lifecycle stage progression
- Integrated lead and deal data back into Google Ads and Meta Ads via offline conversion syncing
- Implemented custom properties and workflows to track campaign ROI, average deal size by source, and hardware/software split
- Enabled real-time dashboards for sales and marketing to jointly monitor performance, segmented by geography and channel
- Set up alerts for campaigns underperforming on value-based KPIs despite high lead volumes
The Results:
The impact was immediate. Mapon identified that while Meta Ads brought in more top-of-funnel leads, Google Ads consistently drove higher-value deals with larger fleet sizes. By syncing closed-won data back to the ad platforms, both Google and Meta began optimizing for actual conversions — not just form fills. Lead-to-close rates improved by 41%, and average deal value from paid channels rose by 26% within the first quarter.
Marketing and sales now work from a shared source of truth, and Mapon’s ad budget is fully aligned with business outcomes — not vanity metrics.
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