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We built a scalable B2B demand generation system for a merchant processing startup using a ZoomInfo HubSpot integration, enabling expansion across five industries without rebuilding core infrastructure.
Project Overview
Zero-to-Launch Digital Infrastructure with Multi-Industry Scalability
The B2B Demand Generation Challenge
Most B2B demand generation systems break the moment a second industry enters the picture.
What works for one vertical—one ICP, one motion, one message—quickly becomes technical debt when expansion accelerates. New pages get bolted on. Lists get rebuilt. Sales teams adapt manually. The pipeline slows while infrastructure catches up.
In six months, we helped a merchant processing startup go from zero digital presence to active pipeline across five industries. We built the website, HubSpot CRM, and outbound engine once—then expanded into new verticals through configuration, not reconstruction.
The difference wasn’t tactics. It was architecture.
By designing a scalable system inside HubSpot and layering in ZoomInfo for multi-dimensional targeting, new industries became a configuration change—not a relaunch.
In this post, we break down:
- How we structured a multi-industry GTM foundation from day one
- The demand generation framework that supported five verticals
- Why scalable B2B growth depends more on systems than campaigns
If you’re planning expansion—or already feeling the friction—this is a practical blueprint for building a demand engine that scales.
Building a Multi-Industry Demand Generation Framework
We didn’t start with pages or campaigns. We started with architecture.
The question wasn’t how do we launch for car dealerships?
It was how do we design a demand generation framework where adding a new industry is configuration, not reconstruction?
A single-industry website becomes a liability the moment you expand. A unified site structure with industry-specific landing pages does not.
So we built the system around replication. Same core infrastructure. Industry-specific configuration layered on top.
Foundation
Digital Presence for B2B Pipeline Generation
We started with fundamentals most teams rush past:
- Domain and DNS configuration
- Google Business Profile
- LinkedIn Company Page
- Strategic directory placement (including G2 and industry listings)
These weren’t check-the-box tasks. They’re the credibility layer that makes demand generation marketing work.
The website was built on HubSpot Content Hub with a multi-industry architecture. Navigation anticipated expansion. Industry-specific landing pages lived within a unified structure. No rebuilds required.
Lead capture used progressive profiling. A prospect from a car dealership and one from waste management didn’t see the same form—and didn’t create the same CRM record.
The HubSpot stack (Marketing Hub Starter, Sales Hub Enterprise, Service Hub Starter, Content Hub Starter) was chosen deliberately: flexible enough to scale without forcing platform migrations later.
ZoomInfo HubSpot Integration
Targeting at Scale
We made the ZoomInfo HubSpot integration the backbone of our targeting strategy, effectively moving list building out of the CRM and into the enrichment layer.
We built segmentation around variables that matter across industries:
- Vertical
- Company revenue
- Employee count
- Technology usage
- State-level geography
When the client expanded beyond car dealerships, we didn’t rebuild lists. We adjusted filters. That’s the difference between brittle targeting and scalable pipeline generation.
We integrated NeverBounce for automated email validation. That wasn’t about vanity metrics. It was about protecting sender reputation so future demand generation campaigns wouldn’t suffer from bad data.
ZoomInfo + HubSpot Core Logic
- • Multi-dimensional industry filtering
- • Real-time NeverBounce validation
- • Automated ICP attribute mapping
- • Direct record-to-sequence routing
Sales Sequence Automation for B2B Pipeline Generation
We built 10+ industry-specific HubSpot sales sequences, initially focused on car dealerships.
Each sequence was designed for iteration:
- A/B testing on subject lines and CTAs
- Messaging adjusted by industry, not rebuilt
- Centralized compliance automation for opt-outs and unsubscribe workflows
Sales reps weren’t asked to monitor dashboards. They received alerts when prospects showed real engagement—multiple opens, link clicks, replies. The system surfaced warm leads automatically.
One outbound sequence targeting 1,010 contacts delivered:
- 39.41% open rate
- 39.4% company engagement rate (396 engaged companies)
More importantly, every sequence was measurable and repeatable across industries.
Content
Industry-Adapted Thought Leadership
We developed 50+ blog posts addressing industry-specific merchant processing challenges.
Each vertical followed the same content model:
- Pillar-style guides for each industry
- Supporting posts answering specific operational questions
- SEO and AEO optimization for traditional search and AI answer engines
This allowed multi-industry demand generation without reinventing the content process every time a new vertical launched.
LinkedIn articles extended distribution beyond owned channels. The publishing system stayed consistent even as industries changed.
B2B Demand Generation Services
What We Built
Digital Foundation (April–July 2024)
- Domain, Google Business Profile, LinkedIn Company Page, directory presence
- Full HubSpot environment across Marketing, Sales, Service, and Content Hubs
- Multi-industry website architecture with progressive profiling and flexible CTAs
Demand Generation Engine with ZoomInfo Data Enrichment (July 2024)
- ZoomInfo HubSpot integration with multi-dimensional filtering
- NeverBounce email validation
- 10+ industry-specific HubSpot sales sequences
- Compliance automation and engagement-based sales notifications
- Retargeting through active list segmentation
Content Strategy & Expansion (July 2024–January 2025)
- 50+ blog posts with pillar-based architecture
- SEO and AEO optimization
- LinkedIn article distribution
- Industry-specific landing pages as new verticals opened
Demand Generation Strategy
Results Across Five Industries
From Zero to Multi-Industry Pipeline in Six Months
The company went from no digital presence to actively engaging more than 38,000 prospects across five industries: car dealerships, waste management, moving and storage, heating and oil, and additional verticals.
April to July delivered the first launch. The following six months added industries without rebuilding infrastructure.
Scalability Without Rebuilding
New industries required configuration changes:
- Updated ZoomInfo filters
- Industry-specific messaging in existing sales sequences
- New content built on the same framework
No platform changes. No architectural resets.
Market Testing Flexibility
With the system in place, the team could test new industries quickly. If a vertical showed traction, they scaled. If it didn’t, they moved on without sunk costs.
Sales efficiency improved as reps focused on engaged prospects instead of cold outreach.
The B2B Demand Generation Lesson
Most startups build for where they are today. That works until a better market appears six months later. Then rebuilding starts—and pipeline stalls while competitors keep selling.
The alternative is straightforward: Design your B2B demand generation framework for adaptation.
That means:
- ZoomInfo HubSpot integration built for filtering, not list rebuilding
- Sales sequence automation that adapts through messaging, not structure
- Content systems that support industry-specific landing pages inside a unified site
Whether you are evaluating B2B demand generation services or building in-house, the lesson is the same: operationalize for the next industry, not just the current one.
The infrastructure decisions you make in month one determine how fast you can move in month six.
If you’re building a demand generation engine that needs to scale across industries, let’s design it for expansion from the start. Schedule a consultation with a Hypha expert today.
