Cleaning Up and Scaling Cooper Standard’s HubSpot Engine

Cooper Standard runs on complexity. With more than 22,000 employees across 21 countries, the company designs and manufactures the sealing, fuel delivery, and fluid transfer systems that keep vehicles running for nearly every major automaker. Its sales organization spans multiple business units at once, Seals, Trim, Custom Extrusions, and Fluid Handling and Sealing Systems among them, each with its own contacts, deals, and campaigns running through the same CRM.

Media Genesis has been part of Cooper Standard’s digital operation since 2012, starting with website development and expanding in 2019 into full digital marketing support. As that partnership has grown, so has the scope of the platform underneath it: HubSpot, the system Cooper Standard’s marketing and sales teams rely on every day to manage leads, run campaigns, and report results to leadership.

More Business Units, More Data, More to Keep Straight

Years of growth had left Cooper Standard’s HubSpot instance carrying more than any one team could easily manage day to day. More than a hundred marketing emails had piled up over time, workflows hadn’t had a full review in a while, sales contact ownership needed reconciling as roles and territories shifted, and there wasn’t yet a single dashboard where leadership could see lead quality and campaign performance at a glance. None of that is unusual for a company operating at Cooper Standard’s scale. It’s what happens when a CRM keeps pace with a growing business for years without a dedicated reset. Cooper Standard brought Media Genesis in to give the platform that reset, and to build the reporting and automation to keep it that way going forward.

Rebuilding the Platform From the Data Up

CRM Audit and Data Cleanup

The work started underneath the surface, with a full audit of Cooper Standard’s HubSpot data across contacts, companies, and deals. The audit did more than tidy up the account. It gave Media Genesis a clear view of where automation could take over manual work next, forming the recommendations Cooper Standard is now using to plan what comes after this phase.

• Comprehensive CRM audit across contacts, companies, and deals
• Reviewed data mapping and field consistency
• Archived outdated assets
• Standardized CRM organization
• Built recommendations for future automation

Marketing Automation Optimization

With the data cleaned up, Media Genesis turned to the workflows running on top of it, auditing every active workflow and tightening the ones tied to specific sales contacts.

• Full workflow audit and optimization
• Sales contact workflow improvements
• User and account ownership cleanup
• Sales account transitions handled as territories shifted
• New employee onboarding workflows built to run automatically

Email Marketing Modernization

Cooper Standard’s email program had grown the way most long-running programs do, one template at a time, until managing it took nearly as much effort as running it.

• Audited more than 100 marketing emails
• Reduced active templates from 100+ down to 28
• Standardized send timing: 7 to 10 business days after the initial email, 12 to 15 days for the second follow-up, 15 to 20 days for the final touch
• Extended active nurture campaigns to run 70 to 80 days where it made sense
• Refreshed tradeshow email templates, header and body imagery included
• Cleaner scheduling and contact import process for event-driven sends

Lead Quality Improvements

A CRM is only as useful as the leads flowing into it, so Media Genesis focused on what was reaching the sales team’s queue in the first place.

• Spam reduction initiatives
  • Clearout tool integration
  • Friendly Captcha tool integration
• Junk lead reporting
• Ongoing lead quality monitoring
• Session and UTM tracking improvements to trace lead sources

Reporting and KPI Dashboard

Cooper Standard’s leadership needed a way to see all of this in one place, without waiting on a manual report.

• KPI dashboard for executive visibility
• Dedicated email performance dashboard
• Ongoing executive reporting
• Lead quality reporting built into the dashboard

ZoomInfo Integration

To strengthen the data feeding into all of this, Media Genesis connected ZoomInfo’s enrichment tools directly into HubSpot.

• ZoomInfo Scheduled Enrich setup
• Tracking script implementation on key sales pages
• Export issue resolved
• Sales contact tracking improvements

AI Bot Assistance

With the foundation in place, Media Genesis began preparing Cooper Standard’s HubSpot environment for AI-assisted engagement.

• AI bot testing
• Sandbox environment setup
• Technical coordination across teams
• Deployment planning underway

A CRM the Sales and Marketing Teams Can Actually Trust

Cooper Standard’s HubSpot environment looks and runs differently than it did before this project started:

• A leaner, easier-to-manage email program (100+ templates down to 28)
• Cleaner contact and deal data across the CRM
• Spam and bot submissions filtered out before they reach a rep’s inbox
• A shared dashboard giving marketing and sales leadership real-time lead quality and campaign visibility
• A live roadmap for what to automate next

Why It Matters

For a manufacturer running multiple business units through one CRM, this kind of work rarely gets the spotlight the way a new website or ad campaign does. But it’s often what decides whether the rest of a marketing program can actually perform. A workflow nobody has audited in years, an inbox full of low-quality leads, a dashboard that doesn’t exist yet, these are the things that quietly slow a sales team down long before anyone can point to why. Getting the platform right first is what makes everything built on top of it worth the investment.

Let’s Talk

This work isn’t finished. Media Genesis and Cooper Standard are already scoping the next phase: deeper lead qualification and data enrichment, expanded sales and marketing automation, account-based marketing, and full deployment of the AI bot now in testing. If your own CRM has grown faster than your team’s ability to manage it, let’s talk about what a reset like this could look like for your business.