The Background
Building an Engine for New Business Volume
The marketing leaders who hire Major Tom are not just buying campaigns. They are trusting an agency to understand their business before it ever proposes a solution. That is a high bar. Major Tom has been clearing it for more than two decades.
Major Tom is a 26-year-old, founder-led full-service digital marketing agency with 55 specialists across Vancouver and Toronto. Their clients include mission-driven organizations: a children's culinary education company scaling nationally, organizations working on youth mental health, and established brands where good marketing is not a vanity exercise but the engine that lets a mission grow.
Major Tom works as an embedded growth partner across strategy, performance media, web development, and creative, with an average client relationship running about two and a half years. Their standing as a HubSpot Gold-Tier Solutions Partner with a five-star Marketplace rating reflects ten years of commitment to the platform and to the craft.
But delivering that depth for clients requires winning them first. And somewhere in the day-to-day of running a 55-person agency, Major Tom's own new-business engine had stalled.
The Challenge
The Prospects Were There. The Conversations Weren't.
The marketing leaders Major Tom serves — including CMOs, VPs of Marketing, and founders of growth-stage companies — had grown weary of a particular kind of agency outreach: generic, budget-first, and surface-level. They knew what agencies wanted before an agency ever asked what they needed. They had stopped picking up the phone. They had started ignoring the emails. They were looking for a partner that actually understood their problem before pitching a solution.
The uncomfortable truth was that Major Tom's own outreach had the same problem. Sales reps were inconsistent. Follow-ups were brief, scattered, and rarely informed by any real research into a contact's history. Conversations opened with budget qualification, asking prospects at billion-dollar companies whether they had $25,000 to spend, before discovery had even begun. It was not that the agency lacked good relationships. It was that the sales motion was not honoring them.
7,000 Leads. No Realistic Way Through Them.
Deeper in the CRM, the problem took on a different shape. Major Tom had accumulated roughly 7,000 dormant contacts going back to 2020. These were leads who had previously reached MQL or SQL status and then gone quiet. Not because they were not worth pursuing. Because the agency had no reliable way to re-engage them at the quality they deserved.
Chris Breikss, Major Tom's founder and returning growth lead, knew exactly what was sitting in that database. He and his co-founders had been talking about mining it for over a year, but the conversations never turned into action. Re-engaging 7,000 contacts manually meant researching each one's full history, writing a message that referenced their actual situation, and following up multiple times without being repetitive. That was not something a busy sales team could take on alongside their existing work. So the leads sat. The pipeline those relationships could have generated was never built. And the prospects who might have become Major Tom's next great client never heard from them again.
That was the gap Chris had come back to close. He needed a way to work through the backlog without adding headcount, and without sacrificing the quality of conversation that Major Tom's own clients expected from the agency.
The Solution
When Prospects Finally Hear What They Have Been Waiting For
The marketing leaders in Major Tom's pipeline had been waiting for an agency that would do the work before making contact: read the history, understand the problem, and reach out at a moment that made sense. They did not want to be sold. They wanted to be understood.
That is where HubSpot's Breeze Prospecting Agent changed the game.
Chris had been running a test at Rivetline, a smaller sister project, when he first discovered what Prospecting Agent could do. He loaded 200 of his own contacts into the tool and did not expect much. What came back stopped him cold. The outreach was not generic. It did not sound like AI. It referenced each contact's specific history, including pages they had visited on the site, forms they had filled out, and the pain point buried in their original inquiry. Most of the recipients who responded believed a human had written it personally. "The quality is 300% better," Chris said. "It's better than what I could write."
Building a Re-Engagement Engine, Not Just a Campaign
After that test, Chris scaled immediately. Prospecting Agent, working alongside Breeze Data Agent, HubSpot's data enrichment layer, began moving through Major Tom's full dormant contact list. It drew on the complete CRM history: email interactions, page visits, form submissions, and every signal a prospect had left behind over years of contact with the agency. Data Agent provided the firmographic and contact enrichment that gave Prospecting Agent the context it needed to make each message feel relevant to that specific company, not just that contact.
The configurability mattered just as much as the AI itself. Major Tom connected its brand voice and tone directly to Prospecting Agent, added keywords such as "audit" and "free guarantee" to keep messaging on-brand, and refined their ICP inputs over the first three weeks as they saw what was landing. They embedded meeting links directly in the outreach so that prospects who were ready could self-book without needing a follow-up chase. Prospecting Agent ran multi-touch engagements averaging three to four emails per contact, with messaging that adjusted based on how each segment was responding.
The result was a re-engagement engine that ran continuously in the background while the sales team turned its attention to the conversations already in motion.
The Transformation
From a Backlog to a Pipeline
The marketing leaders on the other side of this campaign — the ones who had gone quiet — started coming back. Not because they were pressured into it. Because the outreach felt relevant, specific, and well-timed. They were not being asked about budget in the first email. They were being acknowledged for a problem they had actually described.
In just over three weeks, Prospecting Agent re-engaged more than 1,000 dormant MQL and SQL contacts from Major Tom's backlog. Overall sales activity more than doubled across that window. Active pipeline grew by roughly 30%. Twenty-four meetings were booked, most of them self-scheduled through the links embedded in Prospecting Agent's outreach.
More than $750,000 in proposals followed, with approximately 25% expected to close. One deal at around $200,000 closed as a direct result of the campaign. The average proposal value ran two to three times Major Tom's typical deal size, a clear signal that better outreach was reaching better-fit clients.
Every Reply Was an Opportunity
Not every contact replied with interest. Some emails bounced back with notifications that a contact had left the company. That could have been a dead end. Instead, Major Tom's team treated each one as a signal, reaching out to whoever had inherited the relationship and opening fresh conversations with new CMOs and founders who had never been in the pipeline before. The bounce rate, roughly 10%, became a source of top-of-funnel pipeline rather than a waste.
The time savings compounded on top of that. Each prospect had previously required about fifteen minutes of manual research and outreach prep. Across 1,200 contacts with a single email apiece, that alone was roughly 300 rep-hours saved, before counting the three to four follow-up emails per contact Prospecting Agent handled automatically.
A New Way of Working
The transformation was not just in the pipeline numbers. It was in how the team operated. One person at Major Tom is now nearly fully dedicated to running Prospecting Agent — a role that did not exist three months ago. Sales reps who once spent their days grinding through cold follow-ups are now spending that time on conversations that are further along and better qualified. Discovery happens earlier in the sales process. Budget conversations come later. Clients arrive already having signaled interest rather than being surprised by outreach they did not expect.
There was a moment early in the campaign when Chris's team worried about what this meant for them. Was AI going to replace the sales rep? Chris addressed it head-on: reps would be the operators of the tool, not replaced by it. The rep who once spent fifteen minutes researching a contact now spends that time on strategy. The rep who once chased unresponsive leads now fields calls from prospects who are already thinking about the problem Major Tom can solve.
The 7,000-lead backlog is still being worked through. The plan is to scale Prospecting Agent across the full database and to bring additional Breeze agents online as they become available. For Chris, this is not the end of a campaign. It is the beginning of what Major Tom's growth engine looks like from here.
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