MAHA Global is a purpose-driven technology company specializing in AI-powered reputation intelligence for enterprise clients.
Their solution helps organizations measure and manage how corporate behavior, brand perception, and stakeholder trust influence financial performance.
Initially scoped as an Account-Based Marketing engagement, the program evolved into a dual-track GTM system built inside HubSpot that combined performance marketing for awareness and outbound automation for acquisition.
With HubSpot as the single source of truth, MAHA’s team could connect every touchpoint from ads and webinars to SDR outreach and finally measure how awareness translated into the enterprise pipeline.
MAHA Global’s product addresses a sophisticated, high-stakes challenge: quantifying and optimizing corporate reputation.
Their clients are Fortune 500 enterprises that value data transparency, stakeholder trust, and measurable ESG impact.
But marketing a concept this advanced comes with two major hurdles: education and activation.
The initial plan was to execute a traditional ABM campaign focused on thought leadership and awareness. However, as campaigns went live, it became clear that awareness alone was not translating into pipeline.
Webinar leads and ad conversions were growing, but there was no reliable mechanism to move those contacts into structured outreach or deal conversations.
Marketing and sales teams were operating in isolation. The performance marketing team tracked impressions, clicks, and webinar registrations, while the sales team focused on deal creation and outbound tasks.
There was no single view of how top-of-funnel engagement turned into qualified opportunities.
High-intent leads from webinars or paid campaigns were sitting in spreadsheets for days before being contacted.
By the time SDRs reached out, the initial interest had faded. Campaign momentum was being lost simply due to operational lag.
Ad targeting was broad, pulling in mid-market and lower-tier accounts outside MAHA’s primary enterprise audience.
As a result, SDRs spent time chasing irrelevant leads that would never convert to pilots or enterprise deals.
The leadership team could not see which campaigns were actually driving outcomes.
There was no mechanism to connect an ad click, a webinar attendee, and an eventual deal. ROI tracking was impossible, and marketing investments could not be justified.
Outbound operations ran almost entirely through manual follow-ups.
There were no automated task sequences, priority lists, or alerts for stalled prospects. Even highly engaged leads went cold because ownership was unclear or follow-up was inconsistent.
The outcome was predictable: awareness improved, but pipeline growth stalled. Without visibility or automation, MAHA’s marketing engine was running, but not converting.
To fix the conversion gap, our team designed a dual-track GTM system inside HubSpot.
The objective was to merge performance marketing (awareness) and outbound sales (acquisition) into one synchronized workflow where every lead, campaign, and conversion was tracked, scored, and routed automatically.
All inbound data streams like ad forms, webinar registrations, and website submissions, were integrated directly into HubSpot.
Every contact was scored using ICP-based parameters such as company size, industry, and region.
Leads meeting the target profile were instantly assigned to SDRs with automated follow-up tasks, eliminating manual exports and reducing response time from days to minutes.
Leads are now entered into structured cadences immediately after engagement, keeping momentum high and improving follow-up consistency across the team.
Using HubSpot’s smart lists and firmographic filters, audiences were redefined to include only Tier 1 and Tier 2 enterprise accounts.
Performance campaigns were redesigned to reflect that segmentation, ensuring that ad spend was directed toward high-value prospects.
While total impressions decreased, lead quality and conversion rates improved significantly. Fewer irrelevant leads reached sales, freeing SDR bandwidth for enterprise accounts that matched MAHA’s ideal customer profile.
The outbound track was rebuilt using HubSpot Sales Hub. Predefined sequences automated outreach tasks, follow-up reminders, and ownership reassignment logic.
SDRs were guided by structured cadences that triggered automatically when a qualified lead entered the funnel.
What previously took multiple manual handoffs now happened instantly. Follow-up delays were eliminated, engagement rates increased, and response times dropped dramatically.
Custom HubSpot dashboards were created to unify marketing and sales performance data.
For the first time, MAHA could view both performance marketing metrics (CPL, CTR, webinar engagement) and sales metrics (pipeline value, conversion by tier) within a single platform.
Leadership gained full visibility into what campaigns generated revenue, which accounts converted fastest, and where the funnel needed optimization. Strategic decisions were now guided by unified data, not separate spreadsheets.
Webinars were repositioned as a conversion tool rather than just an awareness initiative. Registrations automatically triggered HubSpot workflows that segmented leads by campaign source and routed them to SDRs within 24 hours.
The first event alone brought in 57 enterprise sign-ups and 18 qualified attendees, several of whom entered active outbound sequences and progressed to pilot conversations.
Webinars became a reliable top-of-funnel accelerator directly feeding the sales pipeline, creating a continuous feedback loop between awareness and acquisition.
MAHA Global’s marketing and sales teams now operate in complete alignment.
Leadership can measure the ROI of every campaign.
MAHA’s new HubSpot system transformed how their go-to-market teams work: connecting education, activation, and acquisition into one intelligent, measurable motion.
And if you'd like