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Automating lead generation: Transforming fan data into new leads

For direct sales reps, identifying quality leads is crucial. Of course, customer data NEVER seems to be all in one place. By syncing web and email marketing data with HubSpot, we delivered a consistent stream of quality leads to sales representatives.
User Data

Challenge

The Premier Lacrosse League’s (PLL) sales team plays a critical role in selling tickets and experiences to fans across the country.
 

However, scattered fan data resulted in missed leads, repetitive messaging, and fewer new qualified leads.

Strategy

Our team identified an opportunity to unify web and email data into a single lead generation pipeline.

 

We used specific fan actions like web clicks and email engagement to deliver new leads to our sales team.

Results

100% automation of lead handoff: eliminating the need for manual data uploads between marketing and sales.
 

This workflow also resulted in a 37% increase in marketing-qualified leads (MQLs) and a +23% in revenue from MQLs​​.

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Tools: HubSpot workflows, Hightouch, BigQuery, Braze email, Braze x Viralsweep integration, Braze x Typeform integration, and Braze Canvas
Messaging Channels: Braze email, Hubspot email, in-app messages, and phone 

Unifying fan data into one, actionable profile

Sales teams rely on customer data. Scattered data sources can result in missed leads and paint an incomplete picture of potential customers. 

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Our team set out to support the PLL's ticket sales representatives by unifying web and email data into a single lead generation pipeline.

 

We created a data pipeline to transform opens, clicks, and form submissions into a standardized set of contact properties in Braze (email marketing) and HubSpot (CRM). 

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user data

Clicks to conversions: Behavior-based lead identification

We bridged fan’s digital footprints into real-time sales opportunities by linking web and email campaign actions directly to HubSpot.

If fans indicated interest in a specific event via button click or email open, our new data pipeline would trigger a HubSpot Workflow notifying sales reps of a new lead.

 

By sorting these actions by fan location and interest, we could ensure fans would only receive offers for relevant events.

Protecting the fan experience with unified data

Nobody likes an email selling something they just purchased, or a sales call for an event 700 miles away.

To ensure fans only received the most relevant marketing messaging, our team passed HubSpot and conversion data back to our email marketing platform, Braze.

 

If a fan was already in contact with a sales rep, we could temporarily exclude them from additional email campaigns. If a fan purchased a ticket, they would enter a post-purchase journey.

fan journey
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Results and takeaways

Too often, sales teams don't have a complete picture of their customer. This data unification project turned website clicks and email engagement into actionable data for our ticket-sales reps.

Our team was able to deliver a constant flow of new leads (HubSpot contacts) that could easily be filtered by fan preferences, location, and behavior. 
 

By the numbers:

  • 100% automation of lead handoff: Eliminated the need for manual data uploads

  • 37% increase in marketing-qualified leads (MQLs) and a +23% in revenue from MQLs​​

  • Supported record-breaking sales year in 2026, driving over $1M$ in marketing-attributed ticket revenue

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