SaaS · B2B · HubSpot · 4 months

MQL → SQL conversion up 2.4× through HubSpot lifecycle workflows

A B2B SaaS in workflow automation

The challenge

Marketing was generating leads but Sales complained about quality. There was no nurture between trial signup and SDR outreach, and lifecycle stages in HubSpot were inconsistent across the funnel.

Our approach

01Mapped lifecycle stages from Subscriber → Customer with explicit entry/exit criteria
02Built 5 HubSpot workflows for trial onboarding, dormant trial, post-demo, content nurture, and re-engagement
03Implemented lead scoring tied to behavior (PLG signals) + firmographics
04Designed an editorial-style template system that didn't look like marketing automation

Flows shipped

Trial Onboarding (14 days)

Activation milestones, contextual tips

Dormant Trial Recovery

Reactivate trials with no key-action in 5 days

Post-Demo Sequence

Recap, ROI calculator, social proof, soft close

Content Nurture

Persona-specific drip with topic clusters

Results

MQL → SQL conversion

+2.4×

9% → 22%

Trial → Paid

+90%

4.1% → 7.8%

Sales-accepted leads

+38%

— → +38%

Email open rate (B2B)

+17 pts

24% → 41%

Who shipped it

Uday — HubSpot build & lifecycle map
B2B copywriter
Designer
RevOps consultant

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