HubSpot success story · Dental practice software company

How a dental software company raised its meeting booking rate from 8% to 20% with HubSpot.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

RevenueWell stopped sending every prospect the same email sequence. Follow-up started when a company showed real interest, such as researching its products or visiting a product page, and meeting, opportunity and close rates all climbed.

Business: RevenueWell
Market: United States
Goal: Book more sales meetings from inbound interest

Dental treatment room with a blue patient chair and equipment

The results.

February 2025, using product-specific email sequences, compared with February 2026, using intent-triggered plays. The rollout began in October 2025 and expanded in January 2026.

20%meeting booking rate for marketing leads, up from 8%
65%opportunity creation rate, up from 9%
62%closed-won rate, up from 4%

HubSpot does not publish the lead volumes behind these rates or the method used; they are the company’s own reported results.

The challenge.

RevenueWell, founded in 2010 and based near Chicago, makes patient engagement, marketing automation and scheduling software for more than 11,000 dental practices across the United States. Its sales development team followed up on leads with standard automated email sequences.

Those sequences were not working well. Reps still had to edit each email by hand, the number of prospects coming from website visits and research signals kept growing, and product-specific sequences were booking meetings at a rate of just 8% in early tests. The team was spending its time rewriting emails instead of talking to dental practices.

What they did.

Sales Hub · AI prospecting agent · Buyer intent and website visit signals · Workflows

Follow-up starts with a signal: When a company showed buying interest, such as researching topics tied to RevenueWell’s products or visiting a product page, it was created in the CRM, the right contacts were enrolled and a rep got a task.
A play for each product: Each product page got its own outreach play run by HubSpot’s AI prospecting agent, with personalized content and a memory of past emails so prospects were not sent the same message twice.
Humans review first: Two reps piloted the approach, and the first emails were set to review before sending, so the team could check quality and tone before letting it run.
Workflows handle the admin: Workflows assigned contacts automatically and removed them from outreach the moment a meeting was booked.
Marketing joined in: Within weeks, all product-specific sequences were replaced. Marketing then used the same approach to follow up on campaigns and on prospects with high engagement scores.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Right person, right moment: A practice that is researching scheduling software today is far more likely to take a meeting than one on a generic list. Timing did most of the work.
Relevant beats repeated: Outreach about the exact product a prospect looked at, without repeating earlier emails, reads like help rather than a sequence.
Reps sell instead of type: Taking email editing off the reps’ plates gave them back time for conversations, which is where meetings get booked.
A careful rollout: Starting small, with human review, let the team fix problems before scaling, so quality held as volume grew.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our hubspot setup and management.

Define your buying signals: We decide which actions mean someone is ready, such as pricing page visits, repeat visits or form fills, and set up HubSpot Sales Hub to act on them.
Write the plays: We write follow-up for each product or service, reviewed by your team before anything goes out automatically.
Close the loop: Contacts leave outreach when they book, and every meeting and deal is tracked back to the signal and the campaign that started it, inside your HubSpot account.
Create more signals: Our Google Ads and Microsoft Ads campaigns bring in-market buyers to the pages that trigger your plays.