From scattered data to structured growth: HubSpot as the foundation
Maxxton is a hospitality technology company that provides property management software for parks, campsites and vacation rentals. Their platform helps multi-site leisure operators manage reservations, automate operations, and scale internationally, all from one central system.
Maxxton's challenge in connecting Marketing and Sales
Maxxton was growing fast. The product was solid and the market was ready but internal alignment was missing.
Marketing and sales each did their part but both marketing and sales teams worked in silos. Data was spread across different tools, processes were manual and no one had a full picture of what was actually working.
Maxxton knew that this setup would not scale. To build real momentum, Maxxton needed more than new tools. They needed structure: a connected commercial setup that linked teams, data and insights into one system built for growth
The beginning
Building the Foundation
When L2C started working with Maxxton, the goal was clear: create a commercial engine that could support the company's international growth ambitions. We began with a complete audit of their marketing and sales setup to uncover what was working, what wasn't and where data or processes broke down. Through workshops and interviews, we gained a full picture of how the team operated, from first contact to deal closure.
Together, we redefined what makes a lead truly qualified, who the key decision-makers are and how results should be measured.
This process gave Maxxton the clarity and framework to connect their teams, tools and goals. It set the stage for a structured way of working where every activity could be tracked, optimized and scaled.
With that clarity in place, we could start turning strategy into execution.
How We Helped Maxxton Grow
With a clear foundation mapped out, we translated strategy into action.
Our team built a fully customized HubSpot environment that mirrored Maxxton’s real sales process. We defined lifecycle stages, scoring models and custom properties that aligned with their ICPs and buying journey.
Next, we supported the marketing team with automation and reporting. Together we designed workflows, nurturing sequences and dashboards that gave instant visibility into lead quality and campaign performance.
Beyond the technical setup, we challenged existing processes and shared strategic advice to help Maxxton’s team operate more efficiently and confidently.
The result was a connected system and a unified way of working that turned scattered data into clear insights and consistent growth.
Behind this transformation were a few key strategies that made all the difference.
How did Maxxton achieve these incredible results?
Maxxton’s growth came from building a strong foundation rather than chasing quick wins. By rethinking how data, teams and tools connect they created one system that supports the entire customer journey.
Their success was driven by three key elements:
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Alignment between marketing and sales so that both teams work toward the same goals, using shared definitions and KPIs.
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Automation and visibility through HubSpot, replacing manual work with smart workflows and real-time reporting.
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Continuous improvement thanks to ongoing collaboration with L2C, ensuring that strategy and execution stay in sync as the company scales.
This structured approach turned disconnected efforts into one predictable, data-driven engine for commercial growth.
What Strategies Made the Difference?
A clear ICP framework
Before diving into tools and tactics, L2C helped Maxxton clearly define who their ideal customers are. Together, we segmented markets and decision-makers based on real buying behavior. This gave the team focus, sharper targeting and messaging that truly resonated with their audience. The result was more relevant campaigns and a noticeable lift in lead quality.
HubSpot as the single source of truth
We brought all marketing and sales data into one connected HubSpot system. Everyone now works from the same dashboard, with real-time visibility on lead flow and deal progress. No more scattered tools or manual reporting, just one reliable view of performance across the entire funnel.
Automation and nurturing
Maxxton’s long B2B buying journey required consistent and personal follow-up. We built smart workflows and nurturing campaigns that keep prospects engaged without extra effort from the team. Every lead now moves through the funnel at the right pace, supported by tailored communication at every stage.
“What stood out was how L2C challenged us to think differently; about our ICPs, personas and KPIs. That strategic guidance was just as valuable as the implementation itself.”
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