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Have AI score every new company for fit, route the sure ones to the right seller, and review only the unsure ones
Picked and checked by Olga Pearson, SalesUpLevel
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Reported by HubSpot and Eventus: in the first quarter the prospecting agent was live, it influenced a 27% increase in pipeline against the same period a year earlier, and 22 meetings were booked directly from its outreach. The CMO and Global Head of Sales estimated they saved about five hours of executive time a week by no longer reviewing lead lists together.
If your leaders still spend a weekly meeting going through lead lists one by one, this case is worth a look.
Case study: Eventus (customer) and HubSpot (vendor). Eventus sells trade surveillance software to banks, broker-dealers and exchanges, where a company that looks wrong on paper can be a great fit. Through 2024 and into 2025, the CMO and the Global Head of Sales reviewed prospects one by one every week. Now, when a company enters the CRM, an AI agent reads its website, activity, roles, firm type and size and returns an ICP confidence score, a classification and the reasoning. Confident matches move on, each contact is checked by title and role, and qualified leads go to the right AE by region and firm type. Unsure companies still go to the weekly review, with the score and reasoning already on screen. Each AE has an outreach agent set up in their own voice that uses the contact's full CRM history, including old closed-lost deals.
By Katy Pritchard and Tracey Pick (Eventus), in a HubSpot case study, CMO (Katy Pritchard) and Senior Director of Revenue Operations (Tracey Pick), Eventus · Case study (HubSpot customer story) ↗ · Jul 30, 2026 (Katy Pritchard's LinkedIn post sharing the case study; HubSpot page has no date)
Run it before your 10am
- Write down how your best people decide fit today: the firm types, sizes, roles and signals they look for.
- Have AI score each new company with three outputs: confidence, yes or no, and the reason.
- Send high-confidence yes companies straight on, and put the unsure ones in one weekly review list.
- Check each contact's title and role before assigning.
- Route qualified leads to the right seller by region and firm type, with the reason visible.
- Have outreach use the contact's history with you, including old lost deals.
Decide if this company fits our ideal customer profile. Our ICP: [firm types], [size range], [roles we sell to], [signals that matter]. Company info: [website text, firm type, size, recent activity with us]. Return: 1. Fit: yes or no. 2. Confidence: high, medium or low. 3. Two reasons, each tied to a fact above. 4. If confidence is not high, the one question a human should answer.
If you lead a team
- Keep the weekly review, but only for the unsure bucket.
- Agree what high confidence means before anything routes on its own.
Watch out for
- Vendor case study; HubSpot is promoting its agents. Katy Pritchard's LinkedIn post also tags Periti Digital.
- 27% is pipeline the agent influenced, against the prior year. 22 meetings is the number booked directly.
- Eventus spent six months defining its use cases and ICP rules before going live. That work is why it moved fast.
- What I'd have my team try first: score last month's 50 new companies and compare with what your leaders decided by hand.
Source: HubSpot case study 'How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot's Data Agent and Prospecting Agent', shared by Katy Pritchard on LinkedIn (Jul 30, 2026). Case study: customer Eventus, vendor HubSpot. Results are as reported; we did not measure them.
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