CRM & Business Development System
Led the creation of a CRM-driven business development system, aligning website messaging, lead capture, and outreach into a repeatable pipeline for agency growth.
Project Information
Role
Business Development Strategist, CRM Architect
Team
Emily Drummond - Designer, Developer
Shay McRedmond - Business Development, Content Strategist
Client
Unbricked Communications
Challenge
Unbricked Communications is a marketing and events agency with clients in the healthcare, environmental, and education industries. As the agency’s portfolio grew, they found they required clearer positioning and a more structured approach to business development to support continued growth.
The objective was to refine messaging, relaunch the website as a growth-focused asset, and build a repeatable CRM-driven outreach system to support long-term pipeline visibility and expansion.
Project Approach
I led the initiative from brand clarification through CRM implementation, aligning messaging, lead capture, and outreach into one operational system.
Strategy & Positioning
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Clarified service offerings and refined brand positioning
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Reworked website messaging and structure to better reflect capabilities
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Managed website build in collaboration with in-house designer
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Launched the website as the foundation for business development
CRM Setup & Infrastructure
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Designed contact and company structure within HubSpot
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Built segmented lists based on industry and outreach strategy
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Connected website forms to HubSpot
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Ensured all inbound leads were visible to business development stakeholders
Outbound System & Automation
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Researched and sourced prospective leads
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Created and uploaded contact records into HubSpot
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Wrote introductory outreach sequences
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Built and deployed structured drip campaigns within HubSpot
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Established a repeatable cadence for sourcing, uploading, and nurturing leads
Outcome
The result was a structured business development framework. Lead capture, segmentation, and automation are now repeatable systems, replacing informal outreach with a defined system.
The CRM infrastructure provides visibility into engagement and pipeline activity and establishes a scalable foundation for ongoing business development.
Tools
Adobe XD | Asana | HubSpot | Hunter.io | LinkedIn | Webflow