Client's Testimonial

"The team at Developers.dev are true experts in marketing automation and CRM integration. They took our messy database, which we had honestly given up on, and turned it into our best-performing source of new opportunities. Their process is methodical, their communication is clear, and the results speak for themselves. This project had the highest ROI of any marketing initiative we've run in the last five years."

David Chen, Director of Sales Operations, GlobalTrans Solutions

Client Overview

A 20-year-old enterprise software company with a market-leading logistics management product. Over the years, they had accumulated a database of over 10,000 leads from trade shows and contact forms, but this database was sitting dormant in their CRM. Their sales team was focused on new, inbound leads and lacked the time or tools to effectively nurture this potential goldmine. The company needed to reactivate this asset to boost its sales pipeline without dramatically increasing its marketing spend.

Problem

The client had a valuable asset-a large database of leads who had previously expressed interest-but no system to capitalize on it. Leads were not segmented, scored, or nurtured. The sales team had no way of knowing which of the 10,000 leads were warm and which were cold, leading to wasted effort and missed opportunities.

Key Challenges

Data Chaos

The lead database was a mix of different job titles, industries, and levels of intent with no segmentation.

Lead Decay

Many leads were old, and the company needed to re-engage them in a valuable, non-spammy way.

No Nurturing Process

There was no automated system to send targeted content to leads over time.

Sales and Marketing Misalignment

The sales team had no trust in the quality of the leads in the old database.

Our Solution

We deployed our "Marketing-Automation Pod" to design and implement a complete lead-reactivation and nurturing engine within their existing HubSpot and Salesforce environment.

Data Cleansing and Enrichment

We first ran the entire database through data enrichment tools to update contact information, append firmographic data (company size, industry), and remove invalid contacts.

Lead Scoring Model

We worked with the sales team to build a predictive lead scoring model that ranked leads based on their demographic fit and engagement level, allowing sales to focus on the hottest prospects.

Segmented Nurture Streams

We segmented the database into key verticals (e.g., Retail, Manufacturing, 3PL) and created personalized email nurture sequences for each, delivering relevant case studies and whitepapers over 90 days.

Salesforce Integration & Automation

We built a seamless integration that automatically assigned high-scoring "Marketing Qualified Leads" (MQLs) to the correct salesperson in Salesforce, along with a complete history of their engagement.

Implementation & Execution

Phase 1 (Month 1)

Audit of the tech stack, data cleansing, enrichment, and workshops with the sales team to develop the lead scoring model.

Phase 2 (Month 2)

Built the segmented nurture sequences in HubSpot, created the email content, and configured the Salesforce integration.

Phase 3 (Month 3)

Launched the reactivation campaign in batches to warm up the email domain. Monitored initial engagement and optimized subject lines and CTAs.

Phase 4 (Months 4-6)

The full engine was running. We provided weekly reports on MQL generation and worked with sales to gather feedback and refine the scoring model.

Technology Used

HubSpot for marketing automation, Salesforce as the CRM, and data enrichment tools like ZoomInfo and Clearbit.

Team Composition

The POD consisted of a Marketing Automation Architect, a HubSpot Specialist, a B2B Copywriter, and a Salesforce Administrator.

Positive Outcome

$2.1M in New Sales Pipeline

The campaign generated over 200 MQLs, which resulted in $2.1 million in new, qualified sales pipeline within six months.

5% Reactivation Rate

Successfully re-engaged over 500 dormant leads, turning a dead asset into an active audience.

Identified 150 MQLs

The lead scoring model accurately identified 150 sales-ready leads, which were immediately passed to the sales team.

Vastly Improved Sales Efficiency

Sales reps stopped wasting time on cold leads and instead focused on highly engaged, well-informed prospects, dramatically increasing their productivity and morale.

Positive Outcome of marketing automation

Why Choose Us

Deep Diagnostic Skill

Our ability to audit and pinpoint core issues was key.

AI-Augmented Strategy

Used predictive lead scoring to identify the best prospects.

Verifiable Process Maturity

A methodical, CMMI 5-driven process for a complex data project.

Radical Transparency

The client's sales ops team had full visibility into the system build.

Full IP & Asset Ownership

The client owns the entire automation engine and all content.

Risk-Free Onboarding

Started with a fixed-scope audit and strategy phase.

Global Scale, Local Focus

Our team understood the nuances of enterprise B2B sales cycles.

Guaranteed Talent Quality

Certified HubSpot and Salesforce experts led the project.

Future-Proof Solutions

The nurturing engine is now a permanent asset that will convert leads for years.

Conclusion

Effective marketing isn't always about generating new leads; it's often about maximizing the value of the leads you already have. By applying a systematic, technology-driven approach, we were able to unlock millions in pipeline value from a neglected asset, proving that a smart investment in marketing automation offers one of the highest returns possible.

Reviving 10,000 Dormant Leads: How a Legacy Software Company Generated $2M in New Pipeline with Marketing Automation

Industry Enterprise Software (Logistics)