We met a current client at The Big Exit - an annual portfolio event for Bregal Sagemount, a PE firm we often support. The Chief Revenue Officer met Amy at the event and wanted a partner to add major lift to their outbound motion without adding BDR headcount. He cared about speed to implement, expertise in domain, and the ability to execute and measure these motions in his own Hubspot. Traditionally, an underinvested department of the business, he knew email marketing and prospecting were efficient channels he needed to level-up in 2024. Afterall, his sales team is up against major brand competitors and there was a lot of land to grab.
- Hitting Key Metrics: We met all four critical requirements for sales success:
- Data Quality
- Domain Management
- GTM Strategy for Inbound, Outbound and Event motions
- Measurable Impact
- Nurtured targets & campaigns are performing consistently - we are 10 months into partnership
- 68 Deals Generated All Time
- 128K Year 1 ACV
- $4.89M in Pipeline
- $2.7M Qualified Opportunities
- 27% Win Rate
- 26% of the Qualified Pipeline is generated in their HubSpot Program
- Year 1 Anticipated 4X Return on Partnership
Through continuous testing and pivoting, we doubled down on high-performing strategies and quickly dropped those that were less effective. Our regular impact reports helped guide these decisions and keep their team aligned with the evolving strategy. Here’s how we did it!
- Hubspot Configuration: The first two weeks were spent building an SOP within their Hubspot to sustain the outbound sales and marketing campaigns we would soon deploy. This included Sales Enterprise and Marketing Pro configurations, although their environment was well-utilized and maintained before we met. We made minor changes to their existing structure and introduced some key operations to run our Hubspot GTM Program.
- Gradual, Controlled Launch: A slow and deliberate launch allowed us to test our messaging, targeting, and delivery strategies before scaling up. This began just after the New Year.
- Initial Goal Setting: They had a 27% win rate at the time so our initial goal was to ensure we generated at least 4 qualified deals a month. With an ACV of $120K+, we knew we would provide ample opportunity to cover our partnership costs.
Fun Fact! By January, we generated high-profile deals with companies like
Fox Sports, Sony and Live Nation!
- Targeting (based on past pipeline performance): We segmented their outreach based on structured data, focusing on the most promising targets. Attributes of the contacts, of the company, of the sources, etc. All of it rolled up together tells a meaningful story that directed our plans. We dive deep into the DNA of the pipeline in this blog's Board Level GTM Data.
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- Marketing and Creative titles have a higher win rate – caveat Technology has been an under-prioritized persona in the past.
- Technology is much stronger at the top of the funnel but the Marketing and Creative titles must come into the deals down the funnel. They must be aware of the company even after a deal is generated with their Technology leader.
- This became a key part of our multi-touch strategy.
- Coverage with Personalization: We focused on 10-12 decision-makers per company, and nurtured them over time through both sales and marketing touches.
- This precise targeting resulted in higher conversion rates, with tailored content resonating strongly across key stakeholders.
- Deliverability Management:
- Our sending strategy focused on small batch targeting, averaging 8-10 companies per month, with daily send limits of 150 emails per domain, followed by 30-45 day resting periods. This allowed us to protect their domains while ensuring sustained inbox placement and a healthy sending reputation.
- By keeping data quality high — enriching their database frequently — we ensured that every outreach was relevant, improving both email rates and conversion rates.
Our journey with this client has been a prime example of how strategic partnership and execution can drive exponential growth. Together, we’ve transformed their outbound strategy into a highly efficient pipeline generation engine.
- 26% of their pipeline has been generated in their Hubspot program without any human intervention from the client's sales team - a clear sign of how our automation efforts have allowed their team to scale efficiently.
- Optimized GTM Motion: We have a sweet spot of 9-11 sales activities to book a the first meeting, leading to consistent meeting conversions around 40 days after initial outreach. Collaboration between marketing and sales teams was key, with 16 total touches across multiple channels, ensuring consistent engagement throughout the sales process.
What’s next? We’re focused on implementing executive influence strategies and optimizing HubSpot's CRM with new features like deal scoring, guided selling, and prospecting tools. The future looks brighter than ever for their sales team, and we’re excited to continue driving results.
If you need to boost pipeline, let's talk. We can help you discover the DNA of your pipeline and playbook for your GTM also!