The Client

A mid-market, US-based health-tech SaaS provider serving medium to large hospitals (200–1,000 beds). They had a substantial database of over 440,000 contacts and a sales function built in Salesforce — but no structured marketing engine to convert existing demand or generate new pipeline.

The Challenge

Despite having a large contact base, the business struggled to turn it into revenue. Key issues included:

• A database with poor data hygiene and no enrichment process

• No structured lead-qualification framework or nurture journey

• A lack of alignment between Marketing and Sales

• No visibility of marketing contribution to pipeline

• Outdated processes and inconsistencies between HubSpot and Salesforce

• A large audience already familiar with the brand, but no mechanism to re-engage them

The team knew there was value sitting in the database — they just couldn’t unlock it.

Our Approach

Aspire Digital was brought in to build the foundations of a scalable RevOps engine and turn the client’s dormant database into a predictable source of pipeline. Our work centred around four core phases:

1. Audit & RevOps Blueprint

We began with a full audit across HubSpot, Salesforce, and the wider GTM tech stack. This included:

• Data quality assessment of 440k+ records

• Analysis of ~73,000 job titles to identify buyer segments

• Mapping the full lead lifecycle across both systems

• Identifying integration gaps and friction between Marketing and Sales

• Reviewing existing content, campaigns, and demand-gen assets

From this, we created a RevOps blueprint outlining the systems, processes, and reporting required to scale demand generation confidently.

2. Strategic Onboarding & Journey Mapping

Next, we designed two strategic blueprints:

• Database Reactivation Programme – focused on cleansing, enriching, and re-engaging dormant contacts

• Net-New Demand Strategy – focused on generating quality leads outside the existing database

We also:

• Defined the MQL → SAL → SQL journey

• Built a clear qualification framework

• Created a sales handover playbook

• Introduced a feedback loop between Sales and Marketing

• Implemented a lead-scoring model tailored to the client’s ICP

3. HubSpot Marketing Hub Implementation

To operationalise the strategy, we rebuilt the client’s core HubSpot infrastructure:

• Automated workflows for data cleansing and enrichment

• A structured lead-scoring model

• Automated sales notifications and handover workflows

• Newsletter and nurture templates

• Reporting dashboards giving Marketing visibility into pipeline and revenue impact

This created the foundation for scalable, predictable execution.

4. Launching the Marketing Motions

With the infrastructure in place, we launched two parallel marketing motions:

Database Reactivation

• Newsletter-based nurture sequences

• Segmentation of dormant contacts

• Trigger-based workflows to qualify engaged prospects

• Re-engagement assets built from existing long-form content

Net-New Demand Generation

• Targeted email campaigns

• Refreshed content assets including ebooks, blogs, and infographics

• Social outreach aligned to the ICP

• Campaign tracking tied to Salesforce lifecycle stages

We also fixed the HubSpot ↔ Salesforce sync issues so both teams finally had a single source of truth.

The Impact

24% Month-on-Month Growth in Qualified Leads

Since implementation, the client has seen consistent month-over-month lead growth driven by both reactivated contacts and net-new demand.

A Fully Aligned GTM Engine

Sales and Marketing now operate from a shared qualification process, shared reporting, and a structured handover workflow.

A Database That Works as a Revenue Channel

Contacts that had been dormant for years are now engaging with content, entering nurture workflows, and converting into qualified pipeline.

Clear Pipeline Visibility

Marketing can now track performance across every stage of the funnel — from first touch through to SQL and closed-won.

From One Project to a Long-Term RevOps Partnership

What began as a database and marketing audit evolved into a full RevOps engagement, with Aspire Digital acting as an embedded strategic partner across systems, strategy, and execution.

Summary

This project demonstrates how a well-structured RevOps foundation — combined with a content-led activation strategy — can turn a dormant database into a reliable source of pipeline.

For scaling SaaS companies with legacy CRM data or disconnected GTM teams, this approach not only unlocks quick wins but lays the groundwork for long-term, predictable revenue growth.

If you want to unlock more pipeline from your systems, your data, or your team, we can help.

Request a RevOps Strategy Session and we’ll walk you through what’s possible.