Multi-Entity HubSpot Configuration
The Challenge
KVC Health Systems operates across five states with multiple regional business units, all sharing a single HubSpot portal. When the organization launched a joint venture with CMC (Children's Mercy Camber), the marketing team needed to run CMC's marketing independently within the same HubSpot instance — without CMC content reaching KVC-only contacts, and without KVC workflows accidentally enrolling CMC contacts.
What We Did
Business Unit Segmentation
Configured HubSpot business units to create clear boundaries between KVC regional entities and the CMC joint venture. Each business unit maintains its own forms, email subscriptions, and workflow triggers.
Contact Classification Architecture
Built two distinct contact classification systems:
- Originating CMC Contacts: A list tracking contacts whose first interaction with HubSpot was through a CMC form — net-new contacts attributable to the joint venture
- CMC-Interested Contacts: A broader list tracking anyone who has interacted with CMC forms regardless of their business unit — used for content targeting without changing their primary classification
This dual-list approach gave the team clean attribution reporting (how many truly new contacts did CMC generate?) while also enabling interest-based targeting (who, regardless of origin, is interested in CMC content?).
Employee Exclusion Logic
Implemented domain-based filtering and a dynamic employee list to exclude KVC and CMC staff from marketing lists. Designed the exclusion as a reusable list reference so that when domains change or new joint ventures are added, only one list needs updating — not every workflow and report that references it.
Campaign Asset Management
Set up a dedicated CMC campaign in HubSpot with associated forms, web pages, and email assets. Configured influence tracking to report on both new contacts and existing contacts who engaged with CMC marketing — providing a complete picture of campaign reach.
Blog and Email Subscription Routing
Configured subscription workflows that automatically route contacts to the correct blog and email lists based on their business unit. Verified that existing workflows (like blog subscription automation) properly branched by business unit so CMC contacts received CMC content, not KVC regional content.
Technologies
Outcome
KVC gained the ability to operate an independent joint venture marketing program within their existing HubSpot portal. The architecture handled the complex reality of overlapping geographies and shared contacts cleanly — providing accurate attribution, proper content routing, and a scalable pattern for future joint ventures. The employee exclusion approach eliminated a recurring manual task and reduced the risk of staff polluting marketing metrics.
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