Case Study

Enhanced attribution and CRM alignment for Bridgeman Images

Refined revenue attribution, lead scoring and campaign reporting in HubSpot to bring marketing, sales and operations together around a single source of truth.

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Background

Bridgeman Images is a global leader in licensing fine art, cultural and historical imagery, providing access to an archive of more than four million images and videos. With headquarters in London and offices in New York, Paris, Berlin and Milan, Bridgeman serves publishers, advertisers, media companies and cultural institutions worldwide.

Despite using HubSpot across marketing and sales, the team struggled to gain a clear picture of revenue attribution and marketing ROI. Their attribution model lacked nuance, reporting was fragmented across regions, and it was difficult to measure how marketing activity influenced sales outcomes. Leadership sought a unified, data-driven framework to align teams and demonstrate marketing’s commercial impact.

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Engagement Overview

Growth London partnered with Bridgeman’s marketing and operations teams to transform their approach to attribution and reporting in HubSpot. Following an in-depth discovery phase and KPI alignment workshops, we developed a structured plan to improve HubSpot’s data model, reporting accuracy and stakeholder visibility.

Our phased approach included:

  • Attribution Model Optimisation: Implemented refined multi-touch attribution within HubSpot Marketing Hub Enterprise, enabling accurate tracking of marketing and sales contributions across the customer journey.

  • Lead Source Standardisation: Introduced custom Lead Source properties and automation workflows to ensure all new leads and deals were correctly attributed to their originating source.

  • Campaign Framework and Regional Tracking: Rebuilt the HubSpot Campaign structure to capture ROI across regions, channels and event activity.

  • Lead Scoring and Lifecycle Alignment: Created a clear lead scoring model to prioritise high-value prospects and standardised lifecycle stages across teams.

  • Technical Optimisation: Audited tracking scripts, consent management and data capture to resolve inconsistencies impacting attribution accuracy.

  • Cross-Team Training and Enablement: Delivered enablement sessions to marketing, sales and operations teams to ensure consistency in data handling, reporting and campaign execution.

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A unified CRM and marketing engine

Bridgeman Images now has full visibility into revenue performance and marketing ROI, supported by a unified HubSpot setup that aligns departments and regions.

Refined attribution reporting across marketing and sales touchpoints

Consistent lead source tracking and campaign-level ROI visibility

Structured lead scoring model for improved prioritisation and conversion

Enhanced lifecycle reporting with alignment between marketing, sales and operations

Reliable, automated data capture ensuring accuracy and transparency

Improved Campaign reporting framework utilising Marketing Hub Enterprise

5-stars

Excellent, Professional Partners

Growth London approached a set of complex challenges around CRM integration, revenue attribution and lead scoring with fantastic clarity. They worked well with our team to understand and solve our challenges and it was great to see the project completed on time, on budget and to a high standard. They were also great at stakeholder alignment, helping us to have alignment and enthusiasm between the different departments affected by the work. Thanks Growth London!

Services provided: HubSpot CRM Attribution and Reporting Optimisation; Multi-Touch Attribution Setup in Marketing Hub Enterprise; Lead Source and Lifecycle Alignment; Lead Scoring Implementation; Campaign and ROI Reporting Framework

Max Stiegler

Max Stiegler, Global Head of Marketing

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Bridgeman Images