HubSpot
A B2B professional services firm was generating inbound leads through content but had no systematic way to qualify, score, or nurture them. Sales and marketing operated in silos, and high-value leads were going cold.
Leads entered HubSpot and sat unworked. There was no scoring to prioritise follow-up, no nurture sequences to keep prospects warm, and no visibility into which content was driving pipeline. Marketing had no way to prove ROI.
Built a lead scoring model in HubSpot based on firmographic fit and behavioural engagement signals.
Designed automated nurture sequences segmented by industry vertical and funnel stage.
Created pipeline attribution reporting connecting content downloads, email opens, and meeting bookings to closed revenue.
Configured sales notifications and task automation to ensure timely follow-up on high-score leads.
Lead-to-meeting conversion rate increased by 34% within 90 days.
Sales team time spent on unqualified leads reduced by 60%.
Marketing demonstrated £2.4M in influenced pipeline within the first 6 months.
HubSpot