Growth strategy

CRO | Buyer personas | Lead nurturing

The Hubbell lead nurturing project

An automation that rescued deals from sales purgatory

Client: Hubbell Heaters

Role: Digital Marketing Analyst

Agency: The Nudyne Group

The Nudyne Group is a family of companies that expertly provide standard and customized water heating solutions for almost any application.

  • The Hubbell sales team was losing momentum on deals that went quiet. Reps missed follow-ups, leads sat untouched, and the deal stage distribution hurt our win rate accuracy. I built an automation in HubSpot to catch stalled deals before they expired. The current system has revived $50k in revenue within the first month.

  • Discovery

    Deals were stalling in the pipeline without a clear way to bring them back into motion. Follow-ups often slipped through the cracks simply because there was no consistent reminder system in place.

    Research
    Tested different workflow structures, starting with contact-based logic before switching to a deal-based automation. Iterated through multiple trigger properties before landing on the most accurate signal: the creation of the quote.

    Alignment
    Worked with sales reps and our Salesforce consultant so the workflow matched how the team actually sells. Navigated quirks in the HubSpot–Salesforce integration to keep the automation working reliably.

    Enablement & Scaling
    Launched a HubSpot workflow triggered at 7, 28, and 45 days of deal inactivity. Each stage enrolled the deal in a re-engagement email sequence or follow-up task for sales. Designed the automation to scale easily for other Nudyne companies.

    • $460k in deals were revived and closed within first few months.

    • Reduced the number of opportunities lost to inaction.

    • Improved follow-up discipline by providing reps with task reminders.

    • Improved data integrity for win rate by advancing stalled deals.

    • Created a repeatable framework that can be applied to other Nudyne companies.