Building a Revenue Engine for Steel: Maverick Steel Buildings’ HubSpot Transformation
Company
Maverick Steel
Services used
HubSpot
Industry
Construction
The Client
Maverick Steel Buildings is a premier provider of pre-engineered metal buildings, specializing in everything from commercial strip malls to industrial warehouses. In an industry where a single lead can represent a project worth hundreds of thousands of dollars, the ability to quickly capture, qualify, and route those inquiries is the difference between a won deal and a lost opportunity.
The Challenge
Despite a strong product and market presence, Maverick’s digital front door was wide open to noise. Their lead management process faced several high-friction hurdles:
The "Spam Storm": Their website forms were a magnet for bot submissions, forcing the team to waste hours manually sifting through "junk" to find real buyers.
Lead Blindness: There was no automated notification system. High-value leads often sat in the database for days without a sales rep being alerted.
Funnel Stagnation: Without defined lifecycle stages, leads were not segmented meaning no visibility into the middle of the funnel where most of the nurturing happens.
Zero Reporting: Management had no way to track which marketing campaigns were actually driving revenue versus just driving clicks.
The Solution
RevOps Automated overhauled Maverick’s HubSpot instance, shifting the focus from simple data storage to active lead engineering.
Key deliverables included:
High-Conversion Multi-Step Form: We replaced their basic contact form with a smart, multi-step qualification engine. This reduced cognitive load for the user while gathering the specific project data (building size, location, use case) Maverick needs to provide an accurate quote.
The "Invisible" Spam Shield: We engineered a custom "honeypot" feature—a hidden field invisible to humans but enticing to bots. If the field is filled out, the lead is automatically quarantined to a spam list, keeping the CRM pristine.
Automated Routing & Tasks: We built workflows that instantly notify the right rep the moment a qualified lead hits the system, automatically creating follow-up tasks to ensure "speed-to-lead" excellence.
Lifecycle & Pipeline Architecture: We defined custom lifecycle stages with strict "success criteria." A lead can only move forward if key data points are captured, providing a clear map of the customer journey from first touch to hand-off.
The Impact in Numbers
The transformation allowed Maverick to stop "chasing" data and start managing a high-velocity pipeline.
Metric | Before RevOps Automated | After HubSpot Implementation |
Lead Qualification | Manual / Time-Consuming | Instant & Automated |
Spam Interference | 30-40% of CRM data | 99*% Block Rate |
Speed to Lead | 24–48 Hours | < 5 Minutes |
Pipeline Visibility | None / Guessed | 100% Real-Time Reporting |
1. Time Saved: Reclaiming the Sales Week
By automating lead routing and eliminating the manual cleanup of spam, we reclaimed an estimated 10–12 hours per week for the sales and admin team.
Ending the Manual Audit: Instead of starting every morning by deleting 50 bot emails, reps now walk into a dashboard of pre-qualified, ready-to-talk prospects.
Reclaimed Productivity: For a small, focused team, this represents nearly $35,000–$45,000 in reclaimed annual salary value that is now focused on selling, not data entry.
2. Money Saved: Reducing Cost-Per-Lead (CPL)
Manual systems are expensive because they hide inefficiency.
Operational Savings: By automating the "middle of the funnel," Maverick no longer needs a dedicated administrator to triage leads.
Data Integrity: Keeping the CRM clean of spam prevents "overages" on HubSpot’s marketing contact limits—saving the company from unnecessary tier upgrades caused by bot data.
3. Revenue Impact
The ROI here is driven by Conversion Rate Optimization (CRO).
Form Conversion Lift: Data shows that well-designed multi-step forms can increase conversions by up to 86% compared to long, single-page forms. By asking the right questions in chunks, Maverick is capturing more high-intent buyers.
Closing the Gap: By shortening the response time from days to minutes, Maverick significantly increased their "win probability." In high-ticket construction, being the first company to respond to a quote request often dictates who gets the contract.
Lost Deal Insights: By capturing "Lost Reasons" in the new reporting suite, leadership can now see exactly where deals are stalling—allowing for strategic adjustments to pricing or sales scripts that directly impact the bottom line.
"RevOps Automated didn't just fix our forms; they fixed our entire sales culture. We went from wondering if our website was even working to having a line of sight into every single dollar in our pipeline. The spam is gone, the alerts are instant, and for the first time, our reports actually tell the truth."
Maverick Steel Buildings
Impact Snapshot:
40
k
Reclaimed in Productivity
Instead of starting every morning by deleting 50 bot emails, reps now walk into a dashboard of pre-qualified, ready-to-talk prospects.For a small, focused team, this represents nearly $35,000–$45,000 in reclaimed annual salary value that is now focused on selling, not data entry.
10+
Hours
Saved per week
By automating lead routing and eliminating the manual cleanup of spam, we reclaimed an estimated 10–12 hours per week for the sales and admin team.
86
%
Estimated conversation rate optimisation (CRO)
Data shows that well-designed multi-step forms can increase conversions by up to 86% compared to long, single-page forms. By asking the right questions in chunks, Maverick is capturing more high-intent buyers. By shortening the response time from days to minutes, Maverick significantly increased their "win probability." In high-ticket construction, being the first company to respond to a quote request often dictates who gets the contract.
