By A construction technology company was using HubSpot but struggling to generate qualified leads and build a strong sales pipeline. Over a six-month engagement, 4CAST improved its SEO, content strategy, paid campaigns, and lead management process. Within three months, lead volume increased by 40%, and the company achieved a return on its investment in less than 90 days.
Quick facts
| Item | Details |
| Industry | Construction technology, software for construction project owners |
| HubSpot products | Marketing Hub and Sales Hub |
| Engagement | 6-month marketing retainer, 120 total hours |
| What we did | HubSpot audit, content strategy, SEO, Google Ads optimization, and lead qualification |
| Training | 15 hours of SEO and 10 hours of HubSpot user training |
| Key results | 40% more leads in three months; ROI in under 90 days |
The problem: HubSpot wasn't generating enough qualified leads
The company already had HubSpot, but its marketing efforts weren't bringing in enough organic traffic or qualified leads.
Its website struggled to attract potential buyers through search engines, making it harder to compete in the construction technology market.
Many of the leads that did come in weren't a good fit for the business. Sales spent time reviewing contacts that were unlikely to convert, while more promising leads didn't always receive the follow-up they needed.
The company needed a stronger marketing strategy and a clearer process for turning interested prospects into sales opportunities.
How 4CAST improved lead generation
4CAST began by reviewing the company's HubSpot setup to identify opportunities for improvement. The findings helped shape a six-month marketing plan focused on attracting better leads and improving the sales process.
Here's what the team worked on:
- HubSpot audit and improvements: Reviewed the existing setup, identified gaps, and made changes to help the marketing and sales teams use HubSpot more effectively.
- Content marketing: Created content around the topics and questions potential buyers were searching for, helping the company attract relevant website visitors.
- Search engine optimization (SEO): Improved the website's search visibility to help more potential customers discover the business.
- Google Ads optimization: Refined paid search campaigns to reach audiences more likely to be interested in the company's solutions.
- Lead qualification and sales handoff: Established a clear process for identifying qualified leads and passing them from marketing to sales. Leads that weren't ready for sales could continue receiving relevant marketing communications.
4CAST also provided SEO and HubSpot training to help the team manage and improve its marketing activities after the engagement.
What the team can do now
| Use case | What it does | Team |
| Attract organic leads | Reach potential buyers through relevant content and improved search visibility | Marketing |
| Focus on qualified leads | Identify prospects who are a better fit for the company's solutions | Marketing, Sales |
| Improve sales follow-ups | Give sales a clearer process for receiving and following up with qualified leads | Sales |
| Improve paid campaigns | Use more targeted Google Ads campaigns to reach potential customers | Marketing |
| Manage leads in HubSpot | Track and nurture leads through a more organized marketing and sales process | Marketing operations |
| Build internal marketing skills | Apply the SEO and HubSpot practices covered during training | Marketing |
Results
- 40% increase in lead volume within the first three months.
- Improved lead quality, contributing to higher close rates and larger deal sizes.
- The company achieved a record revenue quarter during the engagement.
- Return on investment achieved in less than 90 days.
- 120 hours of marketing support delivered over six months, including strategy, optimization, and training.
FAQ
Why should a company audit its HubSpot portal?
A HubSpot audit helps identify gaps in marketing, lead management, and reporting. For this company, the audit provided a starting point for improving its marketing strategy and making better use of HubSpot.
How quickly can SEO and lead generation improvements show results?
Results depend on the company's starting point, industry, and marketing strategy. In this project, the company increased lead volume by 40% within three months and achieved a return on investment in less than 90 days.
Can 4CAST help companies outside healthcare?
Yes. While 4CAST specializes in healthcare, we also help B2B companies improve their marketing and sales processes using HubSpot. This construction technology project is one example.
How can HubSpot help improve lead quality?
HubSpot helps marketing and sales teams organize leads, track engagement, and establish clear qualification processes. Combined with targeted content and advertising, this helps teams focus on prospects who are more likely to become customers.
What is the difference between a marketing-qualified lead and a sales-qualified lead?
A marketing-qualified lead (MQL) has shown interest in a company's products or services and meets its marketing criteria. A sales-qualified lead (SQL) has been identified as ready for direct follow-up from the sales team. A clear process for moving leads between these stages helps teams prioritize opportunities.
