HubSpot
10 Sep 2026

How ESGA Ran Its Entire Relationship-Led Sales Motion from One HubSpot System

Lead sources unified: :
Nine separate lead sources now flow into one HubSpot system, with source attribution captured at first touch and carried through to the deal.

Engagement tracks kept separate:
Business, Talent, and Partner enquiries stay cleanly separated, so Talent and Partner leads never enter the sales pipeline.

Project Overview

Project Name

HubSpot Sales and Marketing Hub Implementation and Automation for ESGA’s full revenue motion

Project Scope

CRM architecture, nine-source lead capture and attribution, custom data model, lifecycle and pipeline design, automated NDA flow, booking flow, AI meeting intelligence, website visitor identification, WhatsApp intake, nurturing, dashboards, and enablement

Industry

Management Consulting (B2B)

Work Duration

14 weeks

Resource Used

1 HubSpot Solutions Architect
1 RevOps Consultant
1 Automation/Integration Developer
1 Marketing Ops Specialist
1 QA Analyst

Technologies

Country

India

Our Capabilities

CRM Architecture and Data

HubSpot Sales and Marketing Hub setup
User roles, permissions, and security
Custom data model across Contacts, Companies, and Deals
Lifecycle, lead status, and pipeline design

Lead Capture and Attribution

Nine-source capture logic and full attribution
First-touch attribution locked and carried to the deal
Referral and partner attribution with unique UTM links
Source-based owner assignment and round-robin routing

Automation and Integrations

Automated NDA generation, signing, and tracking
AI meeting intelligence pushed into the CRM
Website visitor identification and WhatsApp intake
Make.com automation, dashboards, testing, and training

Client Overview

ESGA is a B2B consultancy that works with founders, C-suite leaders, and growth-stage companies. Its engagements run across three tracks: Business, Talent, and Partner. The company also positions itself as creative and growth infrastructure for enterprise brands, covering governed creative systems, enterprise production, AI creative services, and content-led demand generation.

ESGA runs a high-touch, low-volume enterprise sales motion built on relationships, not self-serve. Demand comes from many directions at once: outbound email, LinkedIn outreach, paid social, paid search, the website, referrals, WhatsApp, and identified website visitors. Every prospect meeting requires an NDA before the discovery call, and the team works across a wide tool stack, including Apollo.io with Bombora intent, Expandi, Fathom, Make.com, PandaDoc, RB2B, and WATI.

Because the process was relationship-driven and spread across many disconnected tools, there was no single system holding lead source, engagement history, NDA status, meeting intelligence, and pipeline together. ESGA brought in TRooInbound to build that system on HubSpot.

Their Challenges

ESGA needed one unified CRM and automation system on HubSpot to run its entire revenue motion end to end. The requirement was detailed.

One system on HubSpot
A single environment on Sales Hub Professional and Marketing Hub Professional, with CRM architecture, user roles, and permissions.

Nine lead sources, fully attributed
Nine sources each needed defined capture logic and full attribution: Apollo.io with Bombora intent, LinkedIn via Expandi, Meta and Instagram Ads, Google Ads, the ESGA website with UTM tracking, manual or CSV import, referral, identified website visitors via RB2B, and inbound WhatsApp via WATI.

Referral and partner attribution
A model using unique UTM links per employee, partner, and sales rep, with attribution locked at first touch and carried through to the deal.

Automated NDAs
Every meeting needs an NDA first. The NDA had to be generated pre-filled, signed inline on the booking page, and never sent manually.

A complete booking flow
Booking had to capture prospect details, allow optional NDA signing and document upload, and schedule across all reps.

AI meeting intelligence, handled by category
Recordings, transcripts, summaries, and action items needed to land in the CRM, with category-based follow-up emails, where Talent meetings must never receive the recording link.

Clean intake
The public WhatsApp number needed an intake filter so candidate and partner enquiries never enter the sales pipeline.

Role-based nurturing and reporting
Nurture journeys for CEOs, CTOs, CXOs, founders, directors, and managers, plus pipeline, lifecycle, and lead status definitions matching the real sales process, and dashboards for leadership, reps, and marketing.

Our Strategies

TRooInbound built a single governed system where every lead follows the same path, no matter where it comes from.

1. CRM architecture and setup
We configured HubSpot Sales Hub Pro and Marketing Hub Pro, including user roles, permissions, security settings, and the object structure for Contacts, Companies, and Deals.

2. Lead source journeys
We documented and configured the capture method, entry point, and downstream automation for all nine sources, including native Meta Ads and Google Ads integrations, site-wide HubSpot tracking, and hidden UTM fields on every form.

3. Custom data model
We built contact properties for lead source and attribution, qualification and ICP fit, outreach activity, and meeting, NDA, and post-call tracking; company properties for ICP tier, industry, revenue range, geography, and intent; and deal properties for source, service category, NDA status, blockers, proposal and contract dates, and lost reason.

4. Lifecycle and lead status model
We defined stages from Subscriber through Evangelist with entry triggers and auto-actions, plus a custom lead status set from New to Disqualified, with clear ownership of manual versus automated updates.

5. Ten-stage deal pipeline
We built a ten-stage B2B client acquisition pipeline from Prospect Identified to Closed Won or Closed Lost, each stage with its own probability, entry criteria, and exit action.

6. HubSpot workflows
We set up workflows across the full journey, including new contact intake and assignment, LinkedIn positive reply, meeting booking with deal creation and NDA trigger, NDA signed stage advance, a 48-hour unsigned NDA alert, post-meeting follow-up, sequence reply handling, stale deal alerts, disqualified contact clean-up, closed won onboarding, and category-based WhatsApp routing.

7. Owner assignment logic
We set source-based routing with round-robin for inbound leads and a default admin owner for automation-created records, so no contact is ever left unowned.

Our Planned Solutions

Beyond the core CRM, TRooInbound connected the full tool stack and automated the manual work:

Make.com automation: Booking-to-NDA generation with an embedded signing session, NDA status sync back to HubSpot on webhook, Fathom meeting data push, and a daily Apollo intent lead sync.
Automated NDA flow: Pre-filled document generation, inline signing on the booking page, an automatic copy to the prospect, automatic storage in HubSpot, and real-time status tracking across Sent, Viewed, Signed, Declined, and Expired.
Book a Meeting flow: A custom booking form with service interest and source capture, an optional NDA step, optional document upload pushed to the contact record, and a unified scheduler showing availability across all reps.
Meeting intelligence: Fathom integrated through both the native app and a webhook layer, with recording, transcript, recap, duration, attendees, and action items mapped to HubSpot, and category-based follow-up emails for Business, Talent, and Partner.
Website visitor identification: RB2B resolving anonymous US traffic to person level and non-US traffic to company level, creating or updating records with deduplication and without overwriting existing data, plus page-view logging, repeat-visit re-scoring, round-robin assignment, and retargeting audience addition.
WhatsApp intake: WATI with two-way contact sync and an automated intake question that routes business enquiries into the pipeline, tags partners, flags general enquiries for review, and keeps Talent enquiries out of sales with no deal created. Rep replies from the WATI mobile app stay unified on the HubSpot timeline.
Nurturing and campaigns: Role-based email nurture journeys with segmented lists, reply-handling with rep review, campaign asset grouping, blog setup, Breeze AI content enablement, and ads and social tracking.
Integration field mappings: Documented field-level maps for Apollo, Expandi, Fathom, RB2B, and WATI.
Three dashboards: A leadership revenue overview, a sales rep daily activity view, and a marketing funnel view.
Documentation and enablement: Documented constraints, prerequisites, and plan-tier requirements, plus integration testing, end-to-end testing, UAT, role-based training, go-live support, and a documentation handover.

The Result

ESGA moved from a relationship-driven process spread across disconnected tools to one HubSpot system where every lead follows the same governed revenue motion.

9 lead sources unified, with source attribution captured at first touch and preserved through to the deal.
3 engagement tracks kept cleanly separated, so Talent and Partner enquiries never contaminate the sales pipeline.
10-stage pipeline built to match the real B2B sales process, automated wherever feasible.
NDAs handled automatically: NDAs are generated, signed, and tracked without anyone chasing them by hand.
Meeting intelligence with no rep effort: Recordings, transcripts, summaries, and action items land on the record on their own.
Passive sources feed the same model: Identified website visitors and WhatsApp conversations flow into the same governed motion, and leadership sees pipeline, rep activity, and funnel performance in one place.