CASE STUDY:  WHAT’S LURKING  IN YOUR HUBSPOT?  HOW TO REVEAL  THE GAPS

If your HubSpot instance has grown over time, running automation, member engagement, sponsorships, marketing, and sales, it’s likely carrying more weight (and complexity) than you realize.

Many associations and B2B teams operate within mature HubSpot portals that have evolved piecemeal: different departments layering tools and workflows to meet immediate needs. Over time, complexity creeps in. Visibility fades. And eventually, you’re not sure what’s working, what’s not, or how to get more out of what you already have.

That’s exactly where the International Carwash Association (ICA) found themselves. They found themselves looking to strengthen their use of HubSpot—but first they needed to understand it better.

Why ICA Started With An Audit 

ICA wasn’t struggling with a broken system—they were dealing with a complex one. As a nonprofit supporting the global car wash industry, they rely on HubSpot Enterprise to manage everything from member services to events and training. Over the years, their use of the platform had grown organically across departments, without a centralized strategy to tie it all together.

They knew there were areas for improvement—but before making changes, they needed to fully understand how the system was being used. The audit was a starting point: a way to get visibility into workflows, tools, and data across the organization so they could make smarter decisions moving forward.

ICA selected HubSpot Diamond Partner Orange Marketing to carry out their audit. Through their highly experienced and capable hands, ICA gained:

• A clearer picture of how different teams were using (or underusing) key tools
• Insight into disconnected workflows, redundant processes, and missed opportunities
• A prioritized list of action items for future optimization
• Ideas for better leveraging existing features they already had access to

ICA went from “where do we start?” to “we know exactly what to do next.”

What’s a Platform Audit, Really? 

A HubSpot Platform Audit isn’t just a tool inventory. It’s a structured discovery process that brings your current system into focus—so you can improve it intentionally.

A well-executed audit will:

• Provide a snapshot of real-world usage across tools and teams
• Uncover areas where workflows, data, or automation could be better aligned
• Highlight valuable features you may be underutilizing
• Offer clear guidance on what to address now vs. what to plan for later

Whether you’re a B2B marketing team or a resource-strapped nonprofit, an audit gives you the clarity to make informed decisions—not just gut calls.

Why You Might Need One (Even If Everything Seems Fine)

HubSpot isn’t a “set-it-and-forget-it” platform. It evolves fast—really fast. Every single week, HubSpot quietly rolls out new features, integrations, and performance enhancements that can unlock meaningful time savings, deeper insights, and smarter automation. (And during their annual INBOUND conference, they really let loose with releases!!)

At Orange Marketing, we’re so committed to keeping up with changes, we publish a Top HubSpot Updates blog series every Monday, highlighting new capabilities we think matter most. And even then, it’s a challenge to stay on top of everything.

For most businesses—especially lean nonprofit teams and overextended B2B marketing departments—this firehose of innovation goes unnoticed. Not because they don’t care, but because no one has the time to sift through changelogs and test beta features while juggling campaign deadlines.

The result? You’re paying for powerful tools you’re not using. You’re missing out on ways to simplify processes, unify reporting, and drive growth—because no one’s looked under the hood in a year (or five).

Platform Consulting: Your Strategic Advantage

Auditing your HubSpot platform is more than just good hygiene. It’s your competitive edge.

As HubSpot evolves with new features, integrations, and automation capabilities, staying current requires more than skimming release notes. You need a partner who can translate complexity into clarity—connecting your goals with the tools that power them.

This is where Orange Marketing excels.

We’ve helped organizations like the International Carwash Association turn tangled systems into streamlined engines. The result? Clear direction, optimized tools, and marketing teams that can finally stop duct-taping processes and start scaling their impact.

Want to see how this works in practice?

Check out the full ICA case study to see how a comprehensive HubSpot audit uncovered hidden ROI, streamlined systems, and helped a nonprofit client fall back in love with their tech stack.