Case study

Tech Company Operationalizes ABM Through a Custom-Built HubSpot Architecture

“Partnering with accelant—specifically Anna Haugen and the team—proved to be one of the best decisions we made. Their expertise goes far beyond simple platform guidance; they truly acted as strategic partners across our entire revenue operation. "

Industry: Technology/SaaS, Healthcare

Duration: 4-week implementation, ongoing managed services

Type: B2B

Solutions: custom HubSpot implementation, custom reporting structures, marketing and sales operations strategy

HubSpot products used

: Marketing Hub®

Professional

: Sales Hub®

Professional

: CMS Hub®

Starter

Our client is a dental technology provider serving payers and providers in the dental insurance space. Their solutions—spanning 28 distinct products—support operational efficiency, credentialing, and data management for some of the industry’s largest names, including Delta Dental, UnitedHealthcare, and Kaiser Permanente.

As the client pursued an account-based marketing (ABM) strategy and experienced internal restructuring, they partnered with accelant to transform HubSpot into a centralized growth platform. What began as a marketing-focused engagement quickly evolved into a broader collaboration, expanding into sales operations and ultimately growing into a managed services partnership that now supports nearly every corner of their commercial operations.

THE CHALLENGE

The client was shifting toward a more targeted, account-based strategy, but their existing systems and processes weren’t fully aligned to support it at scale. With a lean team and growing expectations, they needed to unify planning, outreach, and performance measurement to execute their strategy more effectively.

Disconnected operations undermined ABM execution

The client’s strategic account plans—central to their ABM approach—were managed entirely in spreadsheets, siloed from day-to-day sales activity and CRM data. These documents were difficult to collaborate on, impossible to scale, and failed to deliver the real-time visibility needed for account-based execution.

Lack of visibility and attribution

Marketing couldn’t show how its campaigns were contributing to revenue. Without lifecycle stages or attribution models in place, it was difficult to prove impact, defend budget, or prioritize high-performing channels. Leadership lacked a clear view of what was working—and what wasn’t.

Misalignment between sales and marketing

Sales reps didn’t always have the visibility or systems in place to consistently follow up on leads generated from key marketing campaigns. Without shared dashboards or accountability mechanisms, efforts were fragmented. Marketing felt invisible, and sales had no reliable system for prioritizing outreach.

THE SOLUTION

accelant worked closely with the client’s team to centralize strategic account planning, and deliver a series of custom-built solutions inside HubSpot, all designed to reflect how the client does business and where they wanted to go next.

Strategic account planning, rebuilt in HubSpot

accelant built a custom object—SAP (Strategic Account Planning)—to house all of the client’s critical ABM data directly in HubSpot. Instead of manually updating spreadsheets, reps now use a unified dashboard to:

Track objectives, product gaps, and expansion opportunities at the account level
Monitor key stakeholders and internal owners using custom association labels
Log engagement notes, risk levels, and account health in one place
Automatically update product status when deals moved through the pipeline

All of this is tied to the client’s company records, fostering a scalable system that supports real-time collaboration and visibility across teams.

“This project shows what’s possible when you fully customize HubSpot to match the way a team truly works. It’s not just about using the CRM, it’s about building a system that solves real business challenges and enables focused growth.” – Anna Haugen, Market Leader, accelant

Attribution & sales accountability dashboards

To close the loop between marketing activity and sales execution, accelant created a set of deeply customized dashboards that focused on the client’s biggest growth driver: virtual events.

By connecting campaign engagement to pipeline movement and rep activity these reports allowed the client’s Director of Marketing to:

Demonstrate the impact of campaigns on pipeline and revenue
Track sales follow-up after events like webinars
Highlight MQL drop-off points and surface leads that were going untouched
Report on open pipeline, influenced revenue, and account engagement

This data didn’t just help marketing prove its value—it helped the whole organization stay focused on what was working.

A custom CRM infrastructure for ABM at scale

Beyond the SAP object and reporting, accelant made key infrastructure updates across the client's HubSpot environment. This wasn’t a plug-and-play setup—it was a thoughtful redesign of how client could scale, including:

Lifecycle Optimization: Enabling lifecycle stages and lead statuses
Custom Object Development: Creating custom objects for product tracking and planning
Automation for Strategic Planning: Implementing workflows to update strategic plans based on deal activity
Sales Enablement Training: Training reps on how to use association labels to flag key contacts
Advanced Reporting Dashboards: Developing custom dashboards to show account-level performance, risk, and engagement
Data Hygiene Foundations: Structuring contact, company, and product data to support accurate reporting and long-term scalability

Partnering with accelant—specifically Anna Haugen and the team—proved to be one of the best decisions we made. Their expertise goes far beyond simple platform guidance; they truly acted as strategic partners across our entire revenue operation. accelant handled our HubSpot foundation and CRM migration seamlessly, setting us up for long-term scalability. They were instrumental in achieving genuine Sales and Marketing Alignment, ensuring both departments operate from a unified source of truth and shared goals. They delivered expert Report and Dashboard Creation, sophisticated Email Marketing, and advanced ABM campaigns with nurture sequencing and high-converting flows via Website, Forms, and Email Marketing. Accelant also empowered our internal teams through targeted Sales Coaching and Training, elevating our staff’s confidence and capability in using the platform. In summary, the accelant team, led by Anna Haugen, offers a rare combination of technical mastery, strategic vision, and commitment to team enablement using HubSpot.

- Growth Marketing

Anna has been a tremendous resource and just incredibly helpful overall as I've been working to get up to speed on HubSpot's sales enablement capabilities. I know I have so much more to learn (and implement) and I'm just grateful to have Anna and her expertise as my teacher along the way!

- VP, Payer Sales

THE RESULTS

Our client transformed HubSpot into a fully customized platform for strategic growth—built to support account-based marketing, streamline sales execution, and enable data-backed decision-making.

A unified source of truth for sales and marketing

Sales and marketing now operate from the same data set. Account plans, lead status, campaign results, and follow-up activity are all tracked in HubSpot—creating visibility and improving alignment across teams.

Dynamic and trackable account planning

The client’s static spreadsheet system was rebuilt inside HubSpot with custom objects, properties, and dashboards. Teams can now update account plans in real time, link them to deals and contacts, and track progress across target accounts—all in one place.

Lost revenue is now visible and actionable

accelant built dashboards that exposed unworked leads, dormant accounts, and pipeline bottlenecks—giving the team time to take action before opportunities fall through the cracks.

Leadership has real-time visibility into pipeline and performance

The client’s leadership team no longer relies on anecdotes or manual updates. Real-time dashboards provide clear insights into campaign ROI, rep activity, and account progression—enabling faster decisions and stronger alignment across the org.

This wasn’t just about implementing HubSpot—our work with them is all tied to how they’re aiming to grow in the coming months and their focus on being more strategic about the products they’re going after.” — Anna Haugen, Market Leader, accelant