How a freight brokerage combined HubSpot Marketing Hub, a Salesforce integration, and sustained PR and analyst relations to turn scattered marketing activity into tracked, attributed pipeline.
Marketing and sales were running on separate systems. Leads generated by campaigns had no clean path into the Salesforce pipeline reps worked every day, and there was no reliable way to tell which programs were actually producing revenue. On top of that, the brokerage had limited visibility in an increasingly crowded freight market.
The brokerage partnered with LeadCoverage on a phased program combining HubSpot Marketing Hub configuration and a Salesforce MQL integration with paid media, layered on top of an existing PR and analyst relations push, and framed throughout by The Revenue Engine.
LeadCoverage deployed its Revenue Engine framework, Share Good News, Track Interest, Follow Up, to close the gap between marketing activity and pipeline the brokerage could act on.
A proprietary industry index was built and launched as a lead-generating content asset, backed by sustained PR and media relations that landed national broadcast and trade coverage and positioned company executives as go-to sources on the trends the index tracks.
HubSpot Marketing Hub was configured for campaign tracking, lead scoring, and lifecycle stages, with a mid-funnel nurture sequence for engaged accounts that were not yet sales-ready and paid media layered in to extend reach to the accounts that mattered most.
HubSpot and Salesforce were integrated so qualified leads route directly into the pipeline reps already work, with reporting that ties campaign activity to revenue and closes the attribution gap, giving the team one source of truth instead of two systems telling different stories.
The program turned scattered marketing activity into tracked, attributed pipeline the brokerage can act on.
"We really appreciate y'all so much. This has been such a strong partnership. We could not be where we are today without you all."
Client feedback shared at a recent business review
