How a SaaS Company Built 317 Automations to Streamline Its Sales Cycle and Scale Growth
Client Overview
Casetext is a leading legal technology company providing AI-powered research and litigation tools to attorneys and enterprise law firms. With rapid team and customer growth, Casetext sought to leverage HubSpot’s full potential to improve automation, visibility, and sales performance across its organization.
Client: Casetext
Industry: Legal Technology (SaaS)
Solution Delivered: HubSpot automation, integration, and workflow optimization for scalable sales enablement
HubSpot Products Used: Marketing Hub Enterprise, Sales Hub Enterprise, Operations Hub Professional, Service Hub Professional
Timeline: 40 days (IP warming project); ongoing HubSpot optimization engagement
263 New Customers and $353K in Revenue
Post-integration performance accelerated, generating 263 customers and $353K in processed revenue.
15% Lift in Email Click-Through Rates
IP warming improved deliverability and engagement across all outbound campaigns.
Automated Trial and Demo Sign-Ups
Faster workflows enabled one-hour lead response times for high-intent prospects.
317 Optimized Sales Workflows
A fully automated sales journey created consistency, efficiency, and repeatability at scale.
Cross-Departmental Visibility and Alignment
Marketing and sales now operate with shared data, automated processes, and clear insight into every interaction.
The Challenge
Casetext’s Marketing and Sales teams had invested in HubSpot Enterprise but lacked the internal expertise to maximize its capabilities. Disjointed systems, manual processes, and limited visibility hindered growth during a period of accelerated expansion.
Disconnected Systems and Missed Opportunities
Multiple tools — including ChiliPiper, Google Places, and HubSpot — operated in silos. Without automation or integrations, leads slipped through the cracks, resulting in missed opportunities and inefficient follow-up.
Manual Trial and Demo Management
Trial and demo sign-ups were managed manually, slowing the sales cycle and delaying outreach. The team needed a fully automated process to support faster lead conversion and improved user experience.
Limited Email Optimization and Deliverability
While email workflows were active, they lacked optimization and security. Casetext’s team required improved IP health and deliverability for marketing and transactional communications.
Lack of Cross-Departmental Visibility
Without unified reporting or shared dashboards, Sales and Marketing teams struggled to align efforts and gain clear insight into funnel performance and revenue attribution.
Chris Cobbett
Sr. Manager of Business Development and Sales Operations, Casetext
Key Deliverables
Email Optimization
Improved IP health and strengthened deliverability to ensure messages reliably reach the inbox.
Integration
Unified HubSpot and Salesforce so data flows cleanly and teams operate from a shared source of truth.
Reporting
Attribution dashboards provide clear visibility into funnel performance and campaign impact.
Automation
Workflows and lead routing remove manual steps and create a consistent path for every contact.
Data Hygiene
Cleaned records and standardized naming conventions support accurate reporting and smooth operations.
Enablement
Training and playbooks build confident platform adoption across reporting and automation.
The Solution
Mole Street partnered with Casetext to audit its existing HubSpot environment, design an automation roadmap, and implement custom integrations to streamline the sales process and accelerate lead conversion.
This transformation centered on five strategic pillars: system integration, workflow automation, data security, reporting enablement, and team training
System Integration for Seamless Operations
Casetext gained the first fully connected workflow between Google Places, ChiliPiper, and HubSpot. This automated trial and demo process ensured instant lead routing, consistent follow-up, and faster conversion cycles without manual intervention.
Workflow Automation and Custom Properties
Advanced HubSpot automation scaled Casetext’s operations across marketing and sales. A network of 317 workflows powered trial sign-ups, lead rotation, and deal progression, supported by custom properties and calculated fields for accurate reporting.
Data Security and Email Deliverability
With a high-stakes legal audience, reliability and security were critical. A 40-day IP warming plan stabilized sending reputation, improved compliance, and strengthened deliverability — resulting in a 15% lift in click-through rates.
Advanced Reporting and Visibility
Custom dashboards gave every team real-time visibility into performance. Leadership could track sales velocity, monitor workflow efficiency, and identify upsell and cross-sell opportunities — all from one centralized view in HubSpot.
Team Enablement and Adoption
Casetext’s internal teams were trained to confidently manage HubSpot on their own. Hands-on sessions, documentation, and ongoing support ensured autonomy, helping the team optimize workflows and run campaigns independently.
Before and After Mole Street
Lead Response Time
Before
Manual Outreach
After
Automated
Impact
Faster Conversions
Trial/Demo Sign-Ups
Before
Managed manually
After
Fully automated
Impact
Increased efficiency
Email Deliverability
Before
Limited IP health
After
40-day IP warming completed
Impact
+15% CTR lift
Revenue Attribution
Before
Fragmented view
After
Centralized in HubSpot
Impact
Clear visibility
Team Onboarding
Before
Ad-hoc learning
After
Custom HubSpot training
Impact
Faster adoption
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