Skip to content
Contact Us

Case Study

How Plenty Training turned a fragmented sales and marketing stack into a connected HubSpot growth engine

plenty-training-logo

Plenty Training had ambitious growth goals but a disconnected sales and marketing ecosystem. Lupo built the strategy first, then made HubSpot the connective layer integrated two-way with aXcelerate, before evolving the relationship into Account-Based Marketing.

Marketing Sales Education CRM & Integration ABM

One source of truth

HubSpot centralising marketing, sales and a growing student database

Two-way aXcelerate integration

connected customer and prospect data, not disconnected databases

Strategy → ABM

a foundation that evolved into Account-Based Marketing in 2023

About the client

About Plenty Training

Plenty Training is an Australian Registered Training Organisation (RTO). It needed a more connected, structured and scalable way to manage marketing, sales and a growing database of prospective and existing students with HubSpot as the central source of truth, integrated with the systems already critical to the business, particularly aXcelerate.

Industry
Education & training / RTO
HubSpot
Marketing Hub Pro · Sales
Scope
Onboarding · sales enablement · automation · integrations (aXcelerate, Call Loop) · ABM
Client since
Since 2020

The challenge

Ambitious growth goals, but a disconnected sales and marketing ecosystem

Core problem

Plenty wanted to sell smarter with less effort, but its tools and follow-up ran ad hoc, with no single source of truth and no consistent process for prioritising and nurturing leads.

No structured sales process

No defined way to prioritise and follow up leads, prospects and opportunities.

Sales and marketing out of step

Limited alignment, reporting and attribution across the funnel.

Disconnected systems

HubSpot needed to become the source of truth and integrate with aXcelerate rather than add another silo.

The solution

Strategy first, then HubSpot as the connective layer

Lupo formalised the sales and marketing foundations before configuring the technology, then connected HubSpot to aXcelerate and evolved the program into ABM.

three-persons-listening-to-trainer-plenty-training
  1. 01

    Strategy before technology

    Buyer personas and profiles, a documented sales process, lifecycle stages, a sales playbook, pipelines and a reporting process, mapped across the funnel.

  2. 02

    HubSpot as the connective layer

    Marketing Pro and Sales/CRM setup, database cleansing and segmentation, custom properties and lifecycle stages, lead scoring, dashboards, forms/CTAs/templates, multi-course pipelines and workflow automation, with team training.

  3. 03

    Two-way aXcelerate integration

    HubSpot-to-aXcelerate via API and aXcelerate-to-HubSpot via the aXcelerate plugin, with Call Loop for sales voice drops. (This is the "Custom API Integrations" in the testimonial.)

  4. 04

    Automated nurture & follow-up

    EDM campaigns and follow-up nurture with workflows supporting the pipeline, replacing ad-hoc follow-up with a repeatable system.

  5. 05

    Account-Based Marketing (2023)

    an ABM and Key Account strategy: priority-account and decision-maker research, an ABM roadmap, target-account dashboards, targeted outreach, a dedicated target-account pipeline and key-account coaching.

Solution Stack

Platform

  • HubSpot Marketing Hub Pro
  • Sales Hub / CRM

Growth infrastructure

  • Two-way aXcelerate integration
  • Call Loop
  • Workflows & automation
  • Multi-course pipelines
  • Dashboards & reporting

Enablement

  • Personas & sales playbook
  • Lead scoring
  • Team training
  • ABM strategy & coaching

Marketing Sales aXcelerate Call Loop Automation Lead Scoring ABM Reporting

The results

A connected, repeatable growth engine that scaled into ABM

Lupo gave Plenty the strategic and technology foundations for a connected sales and marketing operation — one that scaled from CRM and automation into a full ABM program.

A defined, repeatable sales process

Centralised lead and customer management

Automated nurturing and sales follow-up

Connected HubSpot ↔ aXcelerate data (two-way)

From ad-hoc to repeatable

Follow-up moved from manual and inconsistent to a defined system across the funnel.

Built to grow

The foundation supported an increasingly sophisticated, account-focused approach over time.

Before & after

What changed for Plenty Training

Before

After

Disconnected sales and marketing tools
HubSpot as the single source of truth
Ad-hoc lead follow-up
Automated, repeatable nurture and follow-up
Limited sales–marketing alignment and reporting
Aligned funnel with clear reporting
aXcelerate operating separately
Two-way aXcelerate integration

The client's voice

In their words

Fantastic experience. Highly recommend Lupo Digital. We have had the absolute pleasure of working with Mike, Glenn and their team… We started with a significant wish list, and thanks to Lupo's expertise we have been able to bring it to life. Their knowledge of HubSpot is impressive. We have ended up with a platform that not only meets all our needs but has exceeded our expectations

A. Ridley Plenty Training

Questions buyers ask

FAQ

Built the sales and marketing strategy, implemented HubSpot Marketing Pro and Sales/CRM, integrated aXcelerate two-way, and later designed an ABM program.

Start the conversation

Could HubSpot work harder for your business?

Talk with Lupo about where your CRM, marketing, sales, service, data, integrations or AI capability could go next.

More proof

Related case studies

5,483 invitations / send

Education

Building a referral engine for The Institute of Applied Psychology

Ad-hoc word of mouth became a tracked referral engine - with reach grown more than threefold.

Sales Referral & Rewards No Reporting Visibility Hard to Scale
Read the case study

4,565 brokers

Insurance

Giving 4,565 brokers real-time referral visibility

Brokers were left guessing after referring. Now they see status live, in one branded portal.

CMS Referral & Rewards No Reporting Visibility Manual Data Entry
Read the case study

7 yrs

Industrial

The HubSpot transformation behind Convergent Water Controls

From CRM resistance and a long sales cycle to confident daily adoption and a cycle roughly halved.

Sales CRM & Integration Disconnected Systems No Reporting Visibility
Read the case study