OSI Global · HubSpot Optimization

What was built

OSI's HubSpot Optimization project is a large-scale initiative delivering a complete lead enrichment and order processing platform. The system combines multiple data sources (Apollo, Zerobounce, Sales Navigator) to enrich contact and company records in real time, implements sophisticated lead lifecycle workflows with disqualification logic and intent routing, and automates complex order processing with dynamic cost calculation.

The contact enrichment engine validates email addresses via Zerobounce, enriches companies with intent signals from Apollo and Sales Navigator, and discovers recommended contacts for high-value accounts. A companion company enrichment workflow triggers automatically on fresh company creation, pulling in comprehensive business data and linking relevant contacts. The system tracks Last Enriched timestamps to prevent redundant API calls and manage enrichment cycles efficiently.

Lead lifecycle automation handles the complete journey: disqualification logic closes unqualified leads based on outcome codes and engagement signals, contact disqualification workflows prevent orphaned records, and intent-based routing funnels warm leads into deal creation workflows. The team built a structured contact discovery system that identifies key decision makers and stakeholders within target accounts.

Order processing is highly specialized: the system parses purchase orders, validates order types (drop-ship vs direct), performs landing cost calculations using dynamic pricing rules and inventory lookups, and handles vendor account mapping and recurring shipment logic. Integration with landing pages captures inbound lead form submissions and routes them through enrichment before qualification.

The project includes extensive monitoring and alerting: weekly scenario health checks, break notifications for order processing failures, contact enrichment alerts, and system analytics dashboards. Weekly work sessions with Nik, Emily McPherson, and other stakeholders drive continuous refinement of enrichment logic, order processing rules, and feature prioritization.