How Weem enriched its contacts for under €1 per 1,000 with outbound and HubSpot

Weem, a consulting and human resources firm, modernised its outbound engine and structured its HubSpot CRM with Growth Room between October 2024 and May 2026. The engagement, run as outbound workshops alongside a CRM project, led to AI-based contact enrichment at under €1 per 1,000 contacts, a dynamic lead scoring model built on buying signals (+20 points for a new appointment to a role, +15 points for a strategic project) and a clearer sales pipeline through the analysis of meeting scores.

About Weem

Weem works in consulting and human resources, with corporate clients. Its contact base is made up of active clients, inactive clients and alumni. That structure is typical of a consulting business: part of the revenue comes from relationships that already exist and are reactivated at the right moment.

In that context, prospecting is not only about finding new names. It is also about spotting, among accounts already known, the ones where something is happening: someone taking up a new role, a project starting. Data quality and freshness then matter as much as the number of messages sent.

The starting point

Weem wanted to improve its sales process. The need covered the whole chain: automatically identifying key accounts and weak signals with AI, structuring nurturing cycles in HubSpot, then analysing the performance of sales calls.

These three subjects hold up poorly on their own. Automated targeting without a reliable CRM produces lists nobody uses. Nurturing scenarios without buying signals follow up at random. So we treated outbound and CRM as a single project, run with the teams as a series of workshops rather than delivered turnkey.

Outbound: rebuilding the technical foundations

Setting up deliverability

The first item handled was deliverability configuration. As long as emails do not land, nothing else matters: not the targeting, not the copywriting, not the follow-ups. This work shows up in no output metric, yet it determines every other one.

Copywriting supported by AI

Messages were reworked with the help of AI. The aim is not to produce volume, but to adapt the angle to each target based on what is known about the account. AI is there to prepare and personalise, not to write instead of the team.

Multichannel sequences and enrichment files

We built targeted multichannel sequences, together with the enrichment files that feed them. This is where the cost of data shifted: enrichment, until then manual and time-consuming, moved to AI processing billed at under €1 per 1,000 contacts.

HubSpot: reliable data and automated follow-up

Native integration with the sequencing tool

HubSpot and lemlist were integrated natively. Prospecting activity flows into the CRM without re-entry, which makes it possible to connect a sequence that was sent to what it produces later in the pipeline.

Making the data reliable

Data reliability was handled through rules rather than instructions. Assignment workflows give every contact an owner, completion constraints prevent incomplete records, and dynamic lists update on their own instead of being maintained by hand.

Automating nurturing cycles

Nurturing processes were then automated by population: alumni, active clients and inactive clients. Each segment follows its own contact rhythm. That is what makes it possible to maintain a broad base without permanently tying up consultants.

Buyer intent and scoring: knowing who to handle first

We configured the buyer intent space and put target accounts under monitoring. The point is to know when an account becomes active, rather than getting back in touch at fixed intervals.

Those signals feed a dynamic lead scoring model. A contact gains points when an event gives them a reason to buy: a new appointment to a role is worth 20 points, a strategic project 15. Handling priority can then be read directly in the CRM.

Results

• A dynamic lead scoring model deployed in HubSpot, built on buying signals: +20 points for a new appointment to a role, +15 points for a strategic project.
• AI-based contact enrichment at under €1 per 1,000 contacts, replacing manual enrichment, over the engagement run from October 2024 to May 2026.
• A more effective sales pipeline, through the analysis of discovery meeting (R1) scores.

Taken together, this forms a coherent stack: emails that land, data maintained by automatic rules, buying signals that are monitored, and a visible order of priority for the sales team. The engagement ran from October 2024 to May 2026.

Looking to structure your B2B prospecting?

Growth Room builds and runs your multichannel prospecting, from targeting through to booked meetings, with tracking based on the opportunities generated. To find out more, discover our B2B prospecting agency.