Case study: Opensend knows outbound is working—without leaving HubSpot
The challenge: How do you know if outbound is working or not?
Many B2B growth teams struggle with understanding what’s working—and what’s not—when it comes to their scaled outbound campaigns. But the ability to track and measure the effectiveness of campaigns is crucial for driving growth and making informed decisions.
This challenge was all too familiar for Opensend, a B2B SaaS company dedicated to helping businesses identify and enrich data for high-value leads. They hired a top tier Clay Enterprise Partner and wanted to make sure they were able to measure the results of their work together.
The most important part? The team wanted the data, activities, workflows, reports, and dashboards to be inside of HubSpot.
Without OutboundSync, Opensend was relying heavily on pre-built analytics from Smartlead and supplementary reports from their agency partner. However, this fragmented approach hindered Opensend’s ability to track outbound-influenced pipeline, lifecycle progression, and revenue attribution effectively.
After switching to OutboundSync, they leveraged native workflows and reports in HubSpot to handle leads and identify that their agency actually exceed their goal of influenced pipeline—driving 52 meetings, two more than their goal of 50.
Choosing OutboundSync to integrate Smartlead and HubSpot
Faced with these challenges, Opensend recognized the need for a scalable, reliable solution that could seamlessly integrate their existing systems. They needed a tool that would bridge Smartlead and HubSpot without requiring internal engineering resources.
This is where OutboundSync came into play.
Recommended by their agency, OutboundSync offered Opensend a comprehensive solution to address their data integration and reporting needs.
OutboundSync’s promise of quick and efficient implementation was a significant factor in Opensend’s decision-making process. The ability to go live with data syncing in under 30 minutes provided a compelling case for its adoption.
The platform’s key features, including activity syncing, list-based reporting, block list management, and pre-built dashboards, offered the holistic solution Opensend was looking for.
With OutboundSync, Opensend’s team could now have a full context of their outbound campaigns before engaging with potential leads through various channels such as email, phone, and LinkedIn.
Seamlessly tracking outbound in HubSpot
The integration of OutboundSync into Opensend’s tech stack was seamless.
The team was able to set the parameters for which campaign activities they wanted to sync, when, and how by creating a webhook receiver in OutboundSync. They plugged that webhook receiver into Smartlead and were off to the races.
The platform’s dynamic syncing capabilities ensured that Smartlead’s block list was automatically updated using HubSpot lists—with a historical log of blocking activities in the middle—preventing redundant outreach and safeguarding brand reputation.
OutboundSync’s dedicated customer success team further facilitated the transition. Opensend’s Growth Marketer, Alex Wilshire, emphasized how straightforward it was to gain a clear view of their outbound marketing performance.
This smooth integration allowed Opensend to focus on what truly mattered—building pipeline—without being bogged down by the minutiae of reporting and data management.
Exceeding quota and building trust
Implementing OutboundSync shortly after hiring their agency was a foundational decision for Opensend’s go to market (GTM) team. With this full-funnel visibility, Opensend could accurately measure the number of outbound-driven meetings booked and their direct influence on revenue. This simply wasn’t possible otherwise.
The results spoke for themselves. Opensend managed to book 52 outbound-driven meetings, exceeding the outbound agency’s initial goal of 50.
Beyond funnel reporting, OutboundSync provided Opensend with insights that reshaped their collaboration with their outbound growth agency. The platform’s detailed reporting highlighted the agency’s contributions, showcasing how their efforts exceeded expectations.
For example, they found leads that the internal sales team had been attempting to reach for months that actually converted when targeted using the novel signals-based approach their agency developed.
Native HubSpot reports built with OutboundSync’s customer success team allowed both parties to fine-tune their campaigns in real-time, ensuring alignment with business goals.
Enabling the sales team
As Opensend continues to explore new sales engagement tools, OutboundSync remains a cornerstone of their outbound marketing strategy.
The platform ensures consistent CRM reporting and data hygiene, so they can build on top of that foundation to go to other channels like phone and LinkedIn.
Using tools like Clay and a mix of data providers, reps are able to go omnichannel to ensure that leads convert. This is something that Opensend itself enables for its customers through its innovative approach to website visitor identification and enrichment.
Conclusion
Opensend’s journey with OutboundSync exemplifies the power of effective data integration and reporting in outbound marketing.
Their team is far more confident in their ability to understand whether their outbound campaigns are working or not. And attribution specific deals and revenue to those efforts.
To learn more about how OutboundSync can elevate your marketing efforts, reach out to our sales team to get a demo.