Unlocking £600K in Pipeline Through Sophisticated Cross Sell Automation
The Challenge
A UK-based B2B services business offering cleaning, recruitment, security, and training services across sectors including warehousing, logistics, and education approached us to help unlock more value from its existing customer base.
Although HubSpot Marketing Hub was already in place, it was primarily being used for new business generation, meaning cross-sell opportunities within the current client portfolio were being missed.
The business had no centralised way to view which clients used which services, and where there was potential to expand. Without visibility or automation, identifying and acting on those opportunities was manual and inconsistent.
They needed a data-driven strategy and HubSpot infrastructure that could intelligently surface cross-sell opportunities, automate outreach, and enable sales teams to engage the right clients at the right time.
Approach
I delivered a HubSpot transformation project designed to turn existing customer data into a structured, automated cross sell engine.
Our strategy combined data architecture, automation and targeted engagement to systematically identify and act on new opportunities within the existing client base.
1. HubSpot Infrastructure Audit
We began with a full review of the client’s HubSpot environment to identify gaps in data models, properties, and reporting. This audit revealed inconsistencies that made service tracking and segmentation difficult.
2. Service Matrix Design
I built a cross-sell matrix within HubSpot to map which services each customer currently used and identify which additional services could logically be offered. For example, if a warehousing client was already using security, the system flagged cleaning as a natural cross-sell.
This created a live, visual framework for spotting growth opportunities across accounts.
3. Data Structuring & Enrichment
I cleansed and enriched CRM data, ensuring every company record included sector, service history and contract stage. This foundation allowed me to trigger automated journeys based on real customer attributes.
4. Cross-Sell Automation Journeys
I built automated marketing workflows to re-engage customers at key lifecycle stages:
- Onboarding (0–30 Days): Introduced complementary services and full-service awareness.
- 90 Days into Contract: Re-engagement campaigns focused on additional service value.
- Quarterly Check-ins: Shared case studies, success stories, and sector-specific examples.
- Mid-Contract (6 Months): Personalised offers based on sentiment and usage data.
- Renewal Stage (Pre-Expiry): Loyalty incentives and bundled service promotions.
- Dormant Accounts: Re-activation journeys to rebuild engagement and identify new needs.
- Annual Review: Summary communications highlighting ROI and cross-service opportunities.
Each workflow dynamically adjusted based on customer sentiment and engagement history.
5. Personalised Messaging & Sales Enablement
Automation was paired with personalised messaging and sales alerts, ensuring every marketing touchpoint warmed up the conversation before sales stepped in. Account managers were notified when clients interacted with cross-sell content, allowing them to follow up with timely, relevant outreach.
6. Performance Reporting
I developed HubSpot dashboards to track engagement rates, pipeline generation, and service adoption trends giving leadership clear visibility into which services and sectors generated the highest ROI.
Solution in Action
The new HubSpot framework gave the business complete visibility into its cross-sell potential.
Marketing could now:
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Automatically identify clients with additional service needs.
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Trigger personalised multi-channel campaigns based on lifecycle and feedback.
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Hand over engaged contacts directly to sales for targeted follow-up.
The process created a seamless collaboration between marketing and sales, ensuring every opportunity was captured and progressed efficiently.
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The Results
The cross-sell automation project delivered measurable growth and efficiency gains:
- £600K in new pipeline generated within the first campaign cycle.
- Higher customer retention, as clients adopted more services across their contracts.
- Stronger sales alignment, with automated notifications and handovers driving faster response times.
- Sustainable growth framework, enabling the team to scale cross-sell campaigns across multiple service lines.
Conclusion
This project demonstrates how structured data and automation inside HubSpot can turn customer insight into measurable growth.
By combining a service opportunity matrix, intelligent automation and personalised engagement, I helped the business transform its CRM into a cross sell engine, strengthening client relationships and unlocking over £600K in new sales pipeline.
If your business offers multiple services and wants to uncover untapped cross sell opportunities, I can help you design and automate a HubSpot system that drives retention and revenue growth.