Challenges
What we have done
Service Delivered

Empora Title approached us with a clear goal: to run a comprehensive audit of their HubSpot environment and uncover where processes were falling through the cracks.

Upon diving in, we discovered a number of key areas in need of optimization. Their main sales pipeline was overloaded, with both new and existing client deals mixed into a single workflow. This created reporting confusion, overlapping deal stages, and inconsistent usage of critical stages. Some deals were skipping stages entirely, while others sat stagnant for years.

We also uncovered underused and ineffective lead status properties, low attribution fill rates, and a knowledge base with broken content and minimal engagement. Meanwhile, over-automation of ticket creation from connected channels led to a flood of +280,000 tickets, overwhelming the team and lowering focus on what truly matters.

Our role was to help bring clarity, structure, and strategic automation to their systems, turning complexity into consistency.

Conducted a full audit of Empora’s HubSpot portal, including pipelines, lead stages, lifecycle stages, tickets, knowledge base, and attribution data.
Streamlined sales pipeline by removing redundant stages and introducing deal gates for data consistency.
Created a dedicated pipeline for managing existing client deals, separating them from new opportunities.
Merged overlapping deal stages (e.g., "Cancelled" and "Closed Lost") and implemented mandatory closed-lost reason tracking.
Built and documented clear stage definitions and progression criteria to reduce skipped stages.
Introduced automation to update lifecycle stages and lead statuses based on form submissions, meetings, and engagement.
Redesigned the “Lead Status” property for better segmentation, prioritization, and reporting.
Implemented attribution cleanup by mapping missing "Original Source Subcategory" values.
Recommended and scoped a last-touch attribution model using workflows with conditional logic.
Audited and updated Knowledge Base content, including replacing broken videos and removing placeholder articles.
Proposed strategies to increase article engagement through onboarding workflows and chatbot responses.
Investigated and restructured ticket creation logic to reduce noise from auto-generated tickets.
Added ticket filtering logic and response templates to improve support team focus and efficiency.
Introduced a prioritization model for ticket management based on urgency and content type.

HubSpot Implementation
Sales Automation
Lead Management Optimization
Data Management & Cleanup
Attribution Strategy
Pipeline Structuring
Knowledge Base Optimization
Support Automation & Ticket Management
Lifecycle Stage & Lead Status Automation
Reporting Enhancement & Dashboard Strategy

Empora Title

Industry

Size

Location

Audits Applied TO

80 +

Sales Sequences

2 +

Sales Pipelines

12

Sales Playbooks

1

Full website audit

5

Marketing Campaigns

240 +

Marketing Emails

20 +

Forms

350 +

Lists

5

Surveys

690 +

Reports

150 +

Workflows