Client: INFuse Data — UK-based analytics & data services provider
Service Provided: HubSpot CRM optimisation, sales enablement, and lead-gen system integration.
The Challenge
INFuse Data had a strong command of HubSpot and were already using it confidently for contact management. However, the CRM was being used more as a directory of existing contacts than as a sales engine.
Key issues included:
- HubSpot was not structured around an active sales pipeline.
- Sales activities and conversations were not consistently optimised or recorded for reporting.
- Pipeline visibility was limited, with insufficient deal stage tracking.
- Digital State’s lead-generation systems had not yet been connected directly into HubSpot, creating silos and manual work.
The Solution
Digital State Consulting delivered a focused HubSpot optimisation project, shifting the emphasis towards sales growth and pipeline management:
- Pipeline design & structuring — built clear, practical sales stages reflecting the client journey.
- Activity logging & optimisation — ensured all Digital State outreach (emails, calls, meetings) was automatically captured in HubSpot and categorised correctly.
- Zapier integrations — connected Digital State’s external lead-generation systems directly into HubSpot via complex multi-step workflows, ensuring new prospects entered the CRM seamlessly.
- Dashboards & reporting — developed real-time reporting on pipeline health, conversion rates, and activity outcomes.
- Sales enablement — trained users to work from HubSpot daily as a live sales tool, not simply as a contact database.
Results
| Metric / Outcome | Before | After |
| CRM usage | Strong, but contact-focused | Sales-driven, pipeline-centric |
| Activity recording | Inconsistent, partial | All DSC activity logged and optimised in HubSpot |
| Lead-gen integration | Manual, disconnected | Automated via Zapier; instant lead flow into HubSpot |
| Pipeline visibility | Limited reporting | Clear dashboards; full sales journey tracked |
| Business impact | HubSpot under-leveraged for sales | HubSpot central to acquisition & revenue operations |
“We already knew HubSpot inside out, but Digital State helped us take it to the next level. By making it sales-centric, ensuring every activity was logged, and integrating their lead-gen directly into HubSpot, they gave us a platform that now drives growth.”
“The Zapier workflows mean our pipeline updates in real time — no duplication, no manual uploads, just instant clarity.”
Why It Worked
- Strong HubSpot foundation — allowed the project to focus on sales optimisation rather than basics.
- Direct lead-gen integration — Digital State’s systems now feed seamlessly into HubSpot.
- Zapier automation — eliminated manual data handling and guaranteed accuracy.
- Activity-driven visibility — full tracking of conversations and follow-ups enabled better forecasting.
Next Steps
- Implement predictive lead scoring to prioritise opportunities.
- Expand HubSpot sequences and playbooks for structured nurturing.
- Extend Zapier integrations to marketing and client-success workflows.
- Quarterly reviews to refine stages and maintain pipeline quality.
Summary
Digital State Consulting enabled INFuse Data to transform their already capable HubSpot into a fully sales-driven CRM environment. With structured pipelines, comprehensive activity logging, and advanced Zapier integrations.