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.
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Outdated processes and inconsistencies between HubSpot and Salesforce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.
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:
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.
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
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.
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.
Since implementation, the client has seen consistent month-over-month lead growth driven by both reactivated contacts and net-new demand.
Sales and Marketing now operate from a shared qualification process, shared reporting, and a structured handover workflow.
Contacts that had been dormant for years are now engaging with content, entering nurture workflows, and converting into qualified pipeline.
Marketing can now track performance across every stage of the funnel — from first touch through to SQL and closed-won.
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.
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.