From Migration to Momentum: How ALLO Fiber Turned a Platform Move into 27% Order Growth in Three Months

Solution: Full migration from Salesforce Marketing Cloud to HubSpot: CRM data architecture, custom objects powering ALLO's online buy flow, abandoned cart recovery, transactional email, and a rebuilt sending program.

+27% monthly online orders in the first three months

29% email open rate, up from 11%

7x growth in digitally-attributed new contacts

The Challenge

ALLO Fiber is a rapidly expanding fiber internet provider serving residential and business customers across multiple states. By late 2025, its marketing setup was holding that growth back. The platform had been built for the team rather than with them: undocumented, difficult to change, and dependent on outside help for even routine work. As one team member put it, "we didn't know what we didn't know until we got into it."

The data told the same story. Duplicate records had piled up by the thousands, tens of thousands of address records carried no unique ID, and only a fraction of ALLO's customers were visible to marketing at all. Attribution barely existed: 96 of every 100 contacts entered the database with no digital trail. Email had deteriorated to the point that in March 2026, opens hit a low of 11% with a 0.13% click rate. And while the old platform ran an abandoned cart nurture, there was no reliable way to see what it actually won back: no deal records, no conversion tracking, no answer to "is this working?"

ALLO wanted a system its own team could run, data it could trust, and a buying experience that didn't leak orders. That meant a full move to HubSpot, done properly.

The Solution

Second Mile positioned HubSpot as the central nervous system for ALLO's buying experience, then rebuilt the data underneath it so the system could be trusted.

The buy flow foundation

• ALLO's own development team built the new online buy flow; Second Mile architected the HubSpot foundation it runs on and consulted throughout the build: custom objects for addresses and product bundles, live serviceability lookup, and every order, self-serve or agent-assisted, landing in the CRM in near real time
• Abandoned cart recovery rebuilt natively in HubSpot: automated deal creation the moment a cart is dropped, a nurture email sequence, and direct mail retargeting behind it, with every recovered order tracked back to the cart it came from

The data foundation

• The full legacy Salesforce database migrated and restructured through Q1, with web tracking attached to everything new
• A unique ID architecture for every address, replacing spreadsheet lookups
• Deduplication automation that cleared a backlog of thousands of duplicate contacts to zero
• Complete transactional email migration, live before Marketing Cloud was decommissioned in May 2026

The sending program

A structured re-warm of the damaged marketing domain, ramping daily volume against ALLO's most engaged contacts while full monthly campaign volume kept shipping

The Results (since the team went live, end of April 2026)

• Monthly online orders climbed 27% between the buy flow's first and third full month
• 59% of orders now complete fully self-serve, with no agent involved
• 13% of abandoned carts now convert into submitted orders, measured deal by deal, a number the team could never see before
• Email open rates climbed from 11% in March to 29% in August, and click rates from 0.13% to 5.1%, while the domain was re-warmed mid-flight
• Digital attribution grew sevenfold: 96 of every 100 contacts used to arrive with no digital trail; since go-live, 28 of every 100 new contacts carry full web attribution
• The data is finally trustworthy: the duplicate backlog was cleared to zero, and address records without a unique ID were all but eliminated

Beyond the Numbers

The bigger shift is who runs the system. ALLO's team now builds campaigns, launches state and language segmented newsletters, and manages the buy flow themselves, with Second Mile alongside rather than in front. The engagement has grown from a replatform into a multi-phase partnership now spanning data warehouse integration, direct mail automation, and churn reduction plays.

Testimonials

"Thank you again for the phenomenal partnership and dedicated work to assisting ALLO migrate from Salesforce Marketing Cloud to HubSpot. We are very happy with the current status and look forward to our continued partnership."

Ryan Gearhart, Executive Project Manager, ALLO Fiber

"Second Mile has a five-star review for me, just because you taught us along the way. You made sure that we understood what our day-to-day goals were, and you're still doing that."

Kari Walters, Email Marketing Specialist, ALLO Fiber

"I feel much, much better about what we have in HubSpot and how usable it is versus what was in Marketing Cloud."

Dane Jacobi, Senior Marketing Technology Manager, ALLO Fiber

Don't just take our word for it. If your marketing system feels like it belongs to someone else, or orders are leaking out of a funnel you can't see, let's talk about what a realistic path forward looks like. Contact Us