B2B Healthcare
TargetCare
TargetCare needed a stronger digital foundation and a cleaner system for moving leads through the funnel. Timberbrook redesigned the website, set up HubSpot for sales and marketing, and built dozens of workflows and drip campaigns designed to convert marketing-qualified leads into sales-qualified leads. The result is a system built for clarity, consistent follow-up, and a smoother handoff between marketing and sales.
At a Glance
What they needed
A website and CRM system that supported growth, improved follow-up, and reduced lead leakage.
What we owned
Website redesign, HubSpot sales and marketing setup, and full-funnel automation from MQL to SQL.
What we built
A conversion-focused website plus dozens of workflows and drip campaigns tied to lifecycle stages and handoffs.
What changed
Clearer conversion paths, more consistent follow-up, and a tighter marketing-to-sales system.
The Situation
In employer healthcare, trust and clarity drive conversion. TargetCare needed a modern website that communicated value quickly and a HubSpot system that ensured leads were handled consistently. Without strong follow-up and clear lifecycle stages, MQLs can stall before sales ever sees a real opportunity.
Key realities
- The website needed to communicate value and credibility fast
- Marketing and sales needed a shared system for lead stages and handoffs
- Follow-up needed to be structured, consistent, and measurable
Goals
- Redesign the website for clarity, trust, and conversion
- Set up HubSpot to support both marketing and sales workflows
- Build automation that turns MQLs into SQLs through consistent follow-up
- Improve lead routing and lifecycle stage management
- Establish reporting and operational hygiene for ongoing execution
What We Owned
Foundation and measurement
- Funnel stage definitions and lifecycle structure (so marketing and sales share one language)
- Tracking and reporting hygiene tied to lead movement, not vanity metrics
- Operational structure to keep automation maintainable
Acquisition and entry points
- Website conversion paths and intent-based CTAs
- Landing page and form structure built to capture the right information
- Alignment between messaging and next-step actions
Conversion
- Full website redesign focused on clarity, trust signals, and conversion flow
- Page structure improvements to reduce friction and confusion
- Proof, CTA, and form optimization across key pages
Follow-up and lifecycle automation
- HubSpot setup for sales and marketing teams
- Dozens of workflows to manage lead routing, stage movement, and internal handoffs
- Drip campaigns and nurture sequences designed to move MQLs to SQLs
- Segmentation and timing logic to improve relevance and response
Operations
- Ongoing system maintenance approach so automations do not become clutter
- Documentation and process support as needed for team adoption
- Iteration based on what moved leads forward
What We Built (Deliverables)
- A redesigned website with conversion-focused page structure
- HubSpot setup for marketing and sales, aligned to funnel stages
- Dozens of automated workflows for routing, lifecycle movement, and follow-up
- Drip campaigns and nurture sequences tied to intent and stage
- Reporting hygiene that supports visibility into MQL to SQL movement
How We Worked
- Website work and HubSpot build happened in parallel so the funnel stayed aligned
- Clear definitions for stages and handoffs before building automation
- A build-and-iterate approach: ship workflows, observe behavior, refine logic
- Consistent communication focused on what was built, what changed, and what’s next
Outcomes
- Clearer conversion paths on-site that improved lead capture quality
- A cleaner HubSpot system supporting both sales and marketing execution
- More consistent follow-up through workflows and drip campaigns
- Reduced lead leakage by structuring lifecycle movement and handoffs
- Better visibility into how leads progressed from MQL to SQL over time
Want a marketing and sales system that actually moves leads forward?
If your leads are stalling between marketing and sales, we can help you rebuild the funnel, the follow-up, and the handoff. Apply here and we’ll confirm fit.