Scaling inbound growth with HubSpot automation

modl.ai’s website traffic was steady, but conversions had stalled. Manual lead triage slowed response times, causing high-intent prospects to drop off. A full-funnel overhaul was launched using HubSpot’s CRM and automation tools to streamline and scale engagement.

Using HubSpot for managing inbound leads

Setting the foundation with smarter lead capture

The lead capture system was restructured to focus on collecting richer, more actionable data. HubSpot forms were embedded across high-traffic pages, designed not only to reduce friction but to gather insights aligned with buyer intent. Fields were dynamically displayed based on prior interactions, using progressive profiling to collect just the right amount of information at the right time.

Segmentation and workflow personalization

With clearer lead data, segmentation became more precise. Contacts were automatically grouped based on company size, content engagement, and job role, making it easier to tailor messaging. HubSpot’s workflows were then used to create personalized journeys for each segment. Instead of a one-size-fits-all nurture campaign, each lead received a customized experience that matched their needs and intent.

Instant automation with first-touch emails

One of the most impactful changes was the introduction of automated first-contact emails. As soon as a form was submitted, a branded message was triggered in HubSpot. These emails acknowledged the inquiry, provided relevant next steps or content, and set expectations for follow-up.

No generic "thank you" emails—these were written with care, drawing on audience insights to create a tone that was helpful and human. Calls to action were context-aware, nudging prospects further down the funnel without pushing too hard.

Real-time alerts for sales follow-up

To reduce response delays, Slack was integrated with HubSpot. When a lead with high intent filled out a form, a detailed alert—complete with CRM data and form context—was instantly sent to the appropriate sales rep. This automation allowed sales to prioritize outreach based on intent and fit, improving response time and lead quality.

“This helped us introduce more qualified gaming studio leads into our sales pipeline, reducing response times and freeing up time to focus on more strategic conversations.” — Jamie Clarke, Sales, modl.ai

Impact of streamlined automation

The results of these changes were both immediate and measurable. Inbound lead volume rose by 230%. Website traffic grew by 130% year-over-year. Automated first-touch emails consistently earned open rates above 40%, indicating not just improved speed—but relevance and resonance.

A passive approach to lead nurturing was replaced with a system built for momentum. Every step, from form fill to sales outreach, was supported by automation. The process didn’t just move faster—it moved smarter.