CASE STUDY
McKonly & Asbury Boosts Sales & Marketing with HubSpot
Headquartered in Camp Hill, Pennsylvania, with offices in Lancaster and Bloomsburg, McKonly & Asbury is a 50-year-old accounting and advisory firm providing various services — including tax, audit, assurance, SOC, and business consulting. The firm is known for the depth and breadth of its accounting experience, unique approach to highly engaged client service, and culture of teamwork and innovation.
At-A-Glance Results
Client Snapshot
The Challenge
Manual systems left sales and marketing disconnected, inefficient, and without the actionable data needed to guide smarter decisions.
Manual, Disconnected Processes
Sales was managed in spreadsheets and marketing relied on manual email lists, creating inefficiencies and bottlenecks.
Limited Visibility Into Prospects & Engagement
No way to track website visitors, engagement activity, or meaningful sales insights to guide decision-making.
Rudimentary Forecasting & Reporting
Lack of centralized data made sales forecasting and performance measurement unreliable.
No Segmentation or Personalization
Email marketing lacked tagging and automation, forcing mass sends to 4,000+ contacts and time-consuming list maintenance.
The Solution
HubSpot unified manual processes into a connected, data-driven system that improved efficiency and performance.
Implemented HubSpot Sales & Marketing Hub
Centralized sales, marketing, and CRM into one scalable platform.
Improved Data Visibility & Insights
Enabled tracking of website activity, engagement metrics, and pipeline performance.
Automated & Segmented Marketing Campaigns
Replaced manual list management with targeted outreach and smarter audience segmentation.
Integrated Event & Webinar Platforms
Connected HubSpot with CVENT and GoToWebinar to streamline event marketing and data flow.
Implementation
Cargas led a guided HubSpot implementation—launching Sales Hub and Marketing Hub in January 2023 and integrating key event platforms—to create a unified, data-driven sales and marketing system.
1: Discovery & Requirements Gathering
McKonly & Asbury researched various software options and discovered HubSpot as a viable solution that fit the size of their firm and could expand with them. Daecher shared, “We became aware of Cargas as a company we could partner with when implementing HubSpot.”
According to Duffield, McKonly & Asbury had known Cargas for a long time. In fact, Cargas is one of the firm’s clients.
He said multiple factors go into making a software partner decision. Number one is reputation, and he said Cargas is known for providing stellar customer service and taking the time to understand clients’ unique needs.
“What we were looking for from Cargas was the ability to take what was ostensibly an archaic system of distributing marketing materials and trying to put our best foot forward to leverage technology in a way that allowed us to get things out more quickly and efficiently,” described Duffield.
They knew Cargas had the experience and expertise to help them get data points and establish baselines for measuring their effectiveness and determining what efforts are moving the needle and whether they are advancing in a direction that makes sense.
2: CRM Configuration & Custom Workflows
McKonly & Asbury began discussions with Eric Gervase (Cargas CRM Business Unit Sales Manager) and Wes Kintner (Business Development Representative) in mid-2022.
Cargas CRM Project Manager Daniel Hayes guided the implementation, and in January 2023, the solution went live with the following HubSpot products:
Cargas has also helped McKonly & Asbury implement integrations with CVENT (event management software) and GoToWebinar (webinar software).
3: Integration with Legacy Systems
Daecher said the HubSpot integration with GoToWebinar pulls customer information into HubSpot and gives her real-time information about who’s signing up for webinars and who’s opening emails.
“It gives us such good insights, which we didn’t have before. We’re able to make better decisions and market better to the people who are asking for the information,” she added.
In addition, HubSpot’s customized software tech stack, combining CRM and marketing, has been immensely valuable to McKonly & Asbury.
Daecher said it allows them to identify what people are looking for and interact with them more thoughtfully. “It enables us to capture information about everybody who comes to our website or engages with us through a form on our site or a webinar. It’s a more holistic approach.”
4: Training & Adoption Support
Both Daecher and Duffield remarked that they appreciate how the Cargas team listened to and understood them.
“From the first conversation, they took the time to understand us. It never felt like a sales process; it felt like a solutions process,” shared Duffield. “Eric [Gervase] and Wes [Kintner] did a fantastic job.”
He said he was impressed by how quickly Gervase and Kintner identified which resources within Cargas were ideal for the project. They also facilitated McKonly & Asbury’s direct relationships with HubSpot.
Duffield added that [Daniel] Hayes’s project management contributed to the smooth and successful implementation. “Daniel’s organizational skills kept us focused and on track. The implementation roadmap he created was broad enough to provide the big picture yet included enough minutia, so nothing got missed. Everyone knew what they had to do and when.”
According to Daecher, the Cargas team helped them think through the best way to approach the implementation for maximal efficiency and results. Cargas prepared them for what information they needed to relay to their team.
“We went through a very thorough and thoughtful process with the Cargas team about what we were looking for, and they delivered,” explained Daecher. “It was a huge change for us, and they worked with us to achieve success. The fact that the rollout and implementation went so smoothly is such a testament to the Cargas team.”
Results & Impact
HubSpot transformed McKonly & Asbury’s manual processes into a unified, data-driven system that improved efficiency, personalization, and measurable marketing results.
30% YoY Event Growth
Automated, segmented marketing helped grow attendance at the firm’s COLLABORATE! leadership conference by 30% year over year.
More Personalized, Data-Driven Sales Conversations
With visibility into website visits and engagement activity, the sales team can prioritize the right prospects and tailor outreach more effectively.
Unified Sales & Marketing Alignment
HubSpot created a single source of truth, improving collaboration, forecasting, and visibility across teams and offices.
“It never felt like a sales process; it felt like a solutions process.”
“It never felt like a sales process; it felt like a solutions process.”
—Rob Duffield, Director of Client Engagement and Growth, McKonly & Asbury
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