Case study Digital Media ~30 employees, bootstrapped profitable

Moving SDR prospecting out of spreadsheets for a digital media company

A profitable media company ran its outbound prospecting from spreadsheets: no stages, no history, no reporting. We rebuilt it on HubSpot's Leads object and Sales Workspace, defined the full outreach funnel, and wired inbound tracking that had been silently broken.

Client A profitable digital media company, ~30 employees
0
spreadsheets: SDR prospecting runs fully in HubSpot
28-day
activity cycle defining new vs in-cycle accounts
30-day
backfill of outreach history into the new lead stages
Fixed
Webflow inbound capture, with historical submissions imported

The starting point

The SDR worked from spreadsheets, so nobody could see pipeline status, reply rates, or follow-up timing. Meanwhile inbound leads from the website weren't reaching the CRM at all because the Webflow integration was broken, and conference leads came back from events as unstructured lists.

The engagement

The engagement started with the sales leadership and grew into the operational backbone for prospecting, inbound tracking, and CS reporting. The core project: get the SDR out of spreadsheets and into a system.

What we built

A real outreach funnel on the Leads object

We designed the full funnel as HubSpot Leads: New → In Progress → Replied (positive or negative) → Meeting Scheduled → Meeting Completed, with structured nurture reasons (bad timing, missing features, wrong geo) and disqualification reasons. Leads are created automatically when the SDR sends or receives email, with exclusion logic so existing customers and active deals never generate duplicate leads. Thirty days of outreach history were backfilled so the system started with context, not a blank page.

Sales Workspace as the daily driver

The SDR’s whole day moved into HubSpot’s Sales Workspace: activity tracking, email, and task scheduling in one place. Rollout was deliberate: demo, small-group test, then full adoption, with the success metric defined up front as “the SDR actually uses it.”

A 28-day answer to “is this account fresh?”

We implemented a company-level activity cycle: any touch on an account resets a 28-day clock, and accounts are classified as new or in-cycle accordingly. Reps stop stepping on each other, and outreach ownership rules keep new prospecting from overriding existing deal ownership.

Conference leads with structure

Events produced piles of scanned contacts with no schema. Now conference leads import with a standardized model: conversion types (scanned, booked, pre-booked), notes as an importable entity, and automatic lead creation on import.

Inbound that reaches the CRM

The Webflow-to-HubSpot integration was silently dropping form submissions. We fixed it, imported the historical submissions retroactively, and built a dedicated inbound flow for the company’s product one-pagers with UTM tracking and team notifications, so inbound interest routes to the right team the moment it happens.

What this looks like day to day

Sales leadership sees the funnel in dashboards instead of asking for spreadsheet exports. The SDR works a defined queue. And when a lead comes in from the website, someone actually knows about it.

Stack

HubSpotWebflow

What we did

Leads object implementationSales Workspace rolloutConference lead operationsInbound tracking

Run this playbook for your team

17 Lead Object Real funnel reporting 20 Events Management Events as a channel 21 Outbound Prospects Dashboard Outbound, end to end 30 Form & Landing Page CRO Forms → pipeline

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