Client – York Green

Location

Onboarding and working sessions held at Digital State Consulting’s premises in Wilmslow, followed by implementation and launch activity across HubSpot and outreach systems.

Overview

Digital State Consulting onboarded York Green and transformed an overpopulated, under-optimised HubSpot instance into a sales-ready system. We rationalised CRM structure, defined and filtered viable ICP targets, connected those targets into our outreach workflow, and pushed engagement & enrichment signals back into HubSpot via Zapier so the CRM stayed current without manual admin.

The challenge

York Green operates in a specialist compliance field where targeting and relevance matter. The issue wasn’t “more data” — it was turning existing CRM volume into a practical outbound engine.

Key challenges included:

  • A HubSpot system with too much noise and not enough usable segmentation
  • The need to identify and prioritise the correct ICP (and remove non-viable targets)
  • Ensuring outreach activity and outcomes were captured back in HubSpot reliably
  • Creating messaging that works in a technical, compliance-led buying environment

What we did

1) Successful onboarding + commercial alignment (Wilmslow workshops)

We ran structured onboarding meetings to align on:

  • York Green’s service positioning (Fire Risk Assessments, DSEAR, PUWER and wider H&S support)
  • Buyer personas and decision-makers
  • Common buying triggers (compliance deadlines, audits, insurance requirements, multi-site needs)
  • What “qualified” means in this market (fit, urgency, site profile, and scope)

2) HubSpot rationalisation (from overpopulated to sales-ready)

We audited the existing HubSpot setup and implemented practical clean-up and structure so it could support outbound activity, including:

  • Standardising key fields needed for segmentation and reporting
  • Tightening lifecycle and status logic so the team can trust the data
  • Creating a consistent framework for how contacts and companies are stored, enriched, and worked

3) ICP filtering + target selection

With the CRM structure in place, we defined and filtered viable ICP targets based on:

  • Sector fit and relevance to York Green’s core assessments
  • Site and operational profile indicators that align with demand
  • Decision-maker alignment for compliance and operational safety purchases

These targets were then prepared for outreach with consistent segmentation and clean contact/company data.

4) Outreach workflow + closed-loop HubSpot updates (Zapier)

We implemented a closed-loop system, so HubSpot remains the source of truth:

  • ICP targets are fed into the outreach workflow
  • Engagement signals, actions, and enriched data are pushed back into HubSpot via Zapier
  • Touchpoints and outcomes are recorded consistently, enabling confident follow-up and reporting

5) Messaging suite (approved and deployed)

We drafted a full suite of outreach messages and calls-to-action tailored to this specialised market, then refined with York Green until approved, including:

  • LinkedIn and email sequences aligned to compliance-led pain points
  • Clear, professional CTAs designed for technical buyers
  • Consistent positioning that reflects York Green’s practical outputs

Current status

York Green is now in full flight with outreach and lead generation, running on a structured ICP, a rationalised HubSpot foundation, and an automated feedback loop that keeps CRM data current as activity happens.

Services delivered

  • Onboarding workshops (Wilmslow)
  • HubSpot CRM rationalisation and optimisation
  • ICP definition, filtering and target selection
  • Outreach workflows build and campaign launch
  • Zapier integration to feed activity + enrichment back into HubSpot
  • Messaging and CTA development (approved and deployed)