BenchmarkONE

Overview

BenchmarkONE (formerly Hatchbuck) is an all-in-one CRM and marketing automation platform designed for small businesses and agencies. The platform combines contact management, email marketing, and sales pipeline tools in a single interface. BenchmarkONE helps small teams capture leads through website forms, nurture them with automated email sequences, and track deal progression through a visual sales pipeline.

What This Script Does

When BenchmarkONE's tracking script is installed on a website, it performs two primary functions: embedding lead capture forms and tracking visitor behavior. The script renders customizable forms — pop-ups, inline forms, and landing page embeds — that collect contact information and feed it directly into BenchmarkONE's CRM.

Beyond form capture, the script monitors visitor activity across the website. It records page views, visit frequency, time on site, and referral sources, associating this behavioral data with contact records in the CRM. When a known contact returns to the site, the script recognizes them via cookies and appends their new browsing activity to their existing profile. This behavioral data feeds into BenchmarkONE's lead scoring engine, which automatically rates contacts based on their engagement level to help sales teams prioritize follow-up.

The script sets cookies to identify returning visitors and maintain session tracking across multiple page loads. Form submissions trigger automated marketing workflows — such as welcome email sequences, follow-up reminders, and internal sales notifications.

Consent & Compliance

BenchmarkONE's script combines functional form rendering with behavioral tracking and marketing automation. The form display itself may be considered functional, but the persistent visitor tracking, cross-session identification, and automated marketing workflows clearly fall under marketing and analytics processing.

Under GDPR, tracking visitor behavior to build engagement profiles and trigger automated marketing communications requires consent. The cookie-based identification of returning visitors constitutes personal data processing for marketing purposes. Under CCPA, the behavioral profiling used for lead scoring could be considered "profiling" that triggers additional consumer rights.

Should You Block This Without Consent?

Yes. BenchmarkONE's script tracks visitor behavior across sessions and uses that data for marketing automation and lead scoring. It should only fire after the visitor has consented to marketing cookies.