Fiber Broadband Association

Implementing HubSpot to Connect Systems and Fuel Growth.

When the Fiber Broadband Association needed to unify its siloed teams and systems ahead of a major federal workforce expansion, it turned to Second Mile. Together, they implemented a custom HubSpot solution that centralized 40,000+ contact records and unlocked organization-wide collaboration, clarity, and growth.

Services Used

Operations Hub

Sales Hub

Marketing Hub

Solution

Migration from spreadsheets and disjointed systems to a unified and integrated HubSpot CRM.

Industry

Nonprofit

Powerful Integration

Unified Systems

To connect marketing, membership, and operations in one ecosystem, Second Mile built a custom bi-directional integration between HubSpot and Impexium, FBA’s association management system.

This integration ensures that HubSpot reflects the most accurate, up-to-date membership data while still allowing each team to work independently inside HubSpot without disrupting Impexium as the system of record.

Key Features:

Bi-directional sync for Contacts, Companies, and Products
Custom field mappings for precise data alignment
Selective sync logic to control record flow
Empowers teams to act on data without risking duplication or overwrites

HubSpot Impexium Custom Integration

Challenge

Bridging the gap for the unified voice of fiber broadband deployment.

The Fiber Broadband Association (FBA) serves as the unified voice for fiber broadband deployment across North and Latin America, managing workforce development, membership, events, sponsorships, and training initiatives across multiple departments. However, behind their rapid growth lay an outdated, fragmented system:

40,000+ contact records were siloed across Excel, email inboxes, and disconnected platforms like Impexium, InForms, Formidable, Edgereg, and Cadmium.
Manual, error-prone processes made it difficult to track communications, measure pipeline progress, or build consistent reporting.
FBA’s internal teams were swamped, in part because they were maintaining data manually across various teams such as, marketing, membership, workforce development, sponsorship, and more without a single system of truth.
There was no CRM, which led to limited visibility throughout the organization. There was also significant risk if someone left the organization as institutional knowledge could vanish overnight.

These issues persisted for years, but urgency skyrocketed in 2024 with a major 4-year federal workforce grant incoming in 2025. FBA needed to scale fast, but first, they needed to centralize, clean, and connect their systems.

Goals

Fiber Broadband Association partnered with Second Mile to implement HubSpot with a clear vision: build a centralized, scalable platform that could support the growth of their organization, unify siloed teams, and improve operational efficiency.

Their primary goals were:

Establish a Single Source of Truth
FBA needed one reliable place to house and manage contact, company, and engagement data across departments; replacing spreadsheets and internal email chains that kept their teams siloed. HubSpot would become the central hub for marketing, membership, sponsorship, LATAM, and workforce development teams.
Connect Key Platforms Through Custom Integration
With Impexium as the system of record for membership, a seamless bi-directional integration that included custom field mapping was essential.
Improve Reporting and Visibility
Leadership lacked clarity on key metrics like membership and event sponsorship pipelines, membership status and health, email performance, lead source attribution, and more. FBA wanted real-time dashboards accessible to everyone from the membership team to the CEO.
Prepare for Growth and Scale
With a federally funded 4-year workforce initiative launching in 2025, FBA needed a system that could scale confidently as the organization grows.
Support Change Management Across Departments
Perhaps most importantly, FBA aimed to drive adoption across every team. This meant not just building a powerful platform, but ensuring it was intuitive, accessible, and embraced by marketing, membership, sponsorship, LATAM, and workforce development teams alike.

Solution

A fully integrated, HubSpot-centered approach

Second Mile architected a custom HubSpot solution with integrations, custom data models, and RevOps optimization, built specifically for the scale and complexity of a membership-driven nonprofit operating across multiple regions.

Core Elements:

Custom Bi-Directional API Integration:
Developed on Node.js, hosted via Heroku, syncing data across Contacts, Companies, and Products between HubSpot and Impexium (FBA’s AMS). We implemented custom field mappings and ensured FBA’s AMS remained the system of record for membership while enabling full visibility within HubSpot.
Data Architecture & Transformation:
Over 40,000 records were cleaned using ZoomInfo enrichment and deduplication processes. We created smart segmentation based on membership types, geography, subscription types, and marketing engagement.
HubSpot Platform Configuration:
- Sales Hub: Built pipelines for memberships, sponsorships, and workforce development, including custom objects for OpTIC™ Path, their fiber technician training curriculum.
- Marketing Hub: Migrated email automation from InForms to HubSpot with 15+ workflows, 10+ branded email templates, and multi-touch attribution dashboards.
- Custom Views & Role-Based Permissions: Created distinct experiences for marketing, membership, sponsorship, workforce development, and LATAM teams.
Third-Party Tech Integrated:
WordPress, ZoomInfo, ON24, and most importantly, Impexium, FBA’s system of truth.

Results

With HubSpot now fully implemented, the Fiber Broadband Association has a unified platform that brings clarity, consistency, and coordination across the organization.

What once lived in disconnected spreadsheets, inboxes, and third-party systems is now centralized and accessible across the entire organization. HubSpot serves as the single source of truth for over 40,000 contacts, allowing every department to see the full history of interactions, track engagement, and collaborate more effectively.

Key outcomes of the implementation include:

Unified Team Visibility
Marketing, membership, sponsorship, and workforce development teams now operate from the same system. Whether it’s a sponsor from FiberConnect, a new training contact, or a potential member, all interactions are logged, visible, and trackable.
Stronger Follow-Up Processes
Contacts who once slipped through the cracks now receive timely, coordinated outreach. Team members can assign tasks, build follow-up sequences, and automate handoffs between departments to ensure no lead, sponsor, or member inquiry goes unanswered.
More Consistent Marketing Execution
With branded email templates, automated workflows, and enriched contact data, FBA’s marketing efforts are now more consistent and professional. Campaigns that once took days to coordinate can now be launched in hours with better segmentation and smarter targeting.
Prepared for Growth
With scalable data infrastructure and a connected sales-marketing-service ecosystem, FBA is positioned to support its workforce development expansion with confidence.

Impact

Through this implementation, the Fiber Broadband Association was able to redefine how their organization operates.

By centralizing their core operations in HubSpot, FBA has fundamentally improved the way teams communicate, collaborate, and serve their members.

This transformation has had far-reaching effects including:

Cross-Team Alignment
HubSpot created a shared operational language between departments. Now, marketing knows what membership is promoting. Workforce development knows which contacts have completed onboarding. LATAM teams and North American teams can coordinate across a unified database. No more silos. No more guesswork.
Scalable Member and Partner Engagement
With better segmentation, automation, and reporting, FBA can now follow up more efficiently with potential members, sponsors, and event attendees. From inquiry to onboarding, every touchpoint is tracked to ensure no opportunity is missed and no relationship left unmanaged.
Prepared for the Next Chapter
As FBA expands their workforce development program, the stakes have never been higher. With a modern, scalable CRM infrastructure in place, they are fully equipped to grow their training programs, activate new partnerships, and drive national impact.

Ultimately, HubSpot became more than a tool. It became the operational backbone of an association poised to lead the future of fiber broadband.

Don't Just Take Our Word For It

Hannah, Jess, and Mitch have been thoughtful and purposeful throughout every stage of our implementation. Treating us like teammates rather than a client. Cheers!

The team has been wonderful to work with and we're excited to get everything kicked off with HubSpot.

Todd J. | Fiber Broadband Association

Max H. | Fiber Broadband Association