Industry
Publishing and media
Challenge
DIGIT excelled in event communications through HubSpot, but its sales processes lacked the structure and scalability needed for continued growth. The absence of consistent segmentation and an overreliance on manual outreach hindered commercial performance. Leadership also required reassurance that HubSpot could fully support both sales and marketing operations, not just event communications.
Results
With AutomateNow's expertise, DIGIT automated bulk outreach, strengthened segmentation strategies, and simplified proposal creation. The sales team was able to reach 500 contacts in just 30 minutes, reduce proposal templates from ten to two, and benefit from ongoing, targeted coaching sessions. These improvements led to increased operational efficiency, better alignment across teams, and enhanced confidence in HubSpot's ability to underpin DIGIT's sales lifecycle.
Key Product
Sales Enablement, Data Migration, Sales Automation
Working with AutomateNow gave us a clearer sales process, better segmentation, and a much more practical way to manage outreach in HubSpot.
About Digit
DIGIT is a prominent events and digital media business that delivers major conferences and industry events in Scotland. Operating across diverse event types, audiences, and commercial relationships, DIGIT serves delegates, speakers, sponsors, partners, and exhibitors.The Challenge
DIGIT, a prominent events and digital media business, managed complex commercial relationships across multiple events and audience segments. While their event communications in HubSpot were mature, sales operations lagged behind, constrained by inconsistent segmentation and time-intensive manual outreach.
The team needed a more structured, scalable approach to sales engagement, and leadership sought assurance that HubSpot could deliver end-to-end support across all business functions.
The Solution
DIGIT partnered with AutomateNow to address these challenges. After evaluating their specific needs, AutomateNow delivered a tailored consultancy engagement focused on sales enablement, advanced segmentation, and workflow optimisation within HubSpot. Practical strategies included implementing automated sequences, developing structured segmentation across events and regions, and integrating PandaDoc to streamline proposals. AutomateNow also provided regular coaching and training to ensure the team adopted new processes with confidence.
As Bart Kowalczyk, Director at AutomateNow, noted: “The value here was not just configuration. It was giving the team confidence, helping them move faster, and making sure HubSpot actually supported the way the business sold.”
The Results
Following implementation, DIGIT realised substantial efficiency and alignment gains. Bulk sales outreach capacity increased dramatically, with the ability to reach 500 contacts in approximately 30 minutes, down from several weeks of manual effort. Proposal complexity was reduced by consolidating ten event-specific templates into two flexible master documents. Enhanced segmentation improved targeting across all commercial relationships, while bi-weekly coaching supported continuous optimisation. These changes delivered stronger process support, improved confidence in HubSpot, and positioned DIGIT for predictable, scalable growth in the events and digital media sector.
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