The Background
A construction worker climbs a scaffold at 6 a.m. Before the shift starts, a five-minute video appears on his phone, a quick refresher on fall protection, timed to arrive before the task where it matters most. He watches it between boots hitting the ground and harness going on. He retains it. He goes home.
That's what Ving makes possible. Ving is a workplace safety training and compliance platform built for industries where the stakes are physical. Construction workers face a risk of job-related fatalities eleven times higher than workers in other industries. Manufacturing workers are four times more likely to die on the job than the average employee. Ving exists to change those numbers, not with hour-long classroom sessions that workers tune out after ten minutes, but with short, video-based micro-learning delivered on any device, at the moment it's needed.
The safety directors and operations managers who trust Ving with their teams' lives needed a partner who could keep up with them. The tools Ving had built its operations on were starting to get in the way.
The Challenge
On a job site, the difference between a worker who knows the protocol and one who doesn't can be the difference between a shift ending and a life ending. The safety directors and operations managers who rely on Ving carry that weight every day. They need more than a training platform. They need a partner who shows up to every conversation already knowing where the gaps are, before an OSHA inspector does.
That meant proactive outreach: knowing which clients were behind on seat usage, flagging training gaps before an audit turned them into violations, arriving to every check-in with specific recommendations instead of generic questions. Karen Gerberry, Ving's Director of Customer Experience, had the ambition to be that partner. She ran marketing, customer success, and operations simultaneously, and she knew exactly the level of service she wanted to deliver. The tools available to her just weren't built for it.
When the Stack Becomes the Obstacle
Ving had built its operations around a stack anchored to Salesforce plus six additional tools, Act-On, Mailchimp, Google Analytics, WordPress, and Zendesk. Each held a different piece of the customer picture. Pulling them together into anything useful took time the team didn't have. Salesforce, built for enterprise complexity, added overhead without adding clarity. The result wasn't a failure of effort. It was a structural limitation. The stack wasn't designed for the kind of connected, proactive service Karen had in mind.
The ambition to flag renewal risk early, to track seat usage and training completion in one place, to arrive at every client call already knowing what they needed, that ambition was always there. The architecture to support it wasn't.
Marketing faced its own version of the same constraint. Ving's buyers span safety directors, operations managers, and HR leads across construction, manufacturing, warehouse and transportation,each with different language, different concerns, and different reasons to care about compliance training. Karen wanted to reach all of them with messaging that felt personal and relevant. A lean team running disconnected tools could only stretch so far. Two industries per campaign cycle was the practical ceiling. Healthcare, with its distinct clinical terminology, was almost always the segment that didn't make the cut. Not because it wasn't a priority. Because the tools made it impossible to get there.
The Cost of Bringing in Outside Help
To push past that ceiling, Ving brought in a third-party marketing agency for personalization support. But the arrangement added layers that slowed things down: weekly coordination meetings, shared approval cycles, decisions that took days instead of hours. And the deeper structural problem remained. The data still lived in separate systems. Karen still couldn't get the full client picture she needed. Bringing in outside help had expanded capacity without solving the underlying challenge.
The Solution
The workers on Ving's clients' job sites and factory floors needed safety partners who could anticipate problems, not react to them. That required Karen to have a complete view of every client relationship: seat usage, training gaps, renewal risk – all in one place, with the capacity to act on it without adding headcount.
Ving had already replaced Salesforce and its six accompanying tools with HubSpot. Sales Hub, Marketing Hub, Service Hub, and Content Hub were all in place. What changed was how fully the lean team could activate them, because HubSpot's AI features gave the team the capacity to use the platform to its full potential without needing to grow around it.
Bringing Personalization Fully In-House
AI-powered Personalization, part of HubSpot's Loop Marketing playbook, let Karen write one campaign and let the platform handle the variation. Construction workers get language built for job sites. Healthcare contacts get clinical framing. Manufacturing supervisors get messaging about equipment certifications. Every segment gets a version that feels written for them and their needs. Karen now runs full multi-industry campaigns herself in roughly one hour every two weeks, work that previously required coordinating with an external agency through 3 weekly meetings and shared approval processes. The agency relationship wound down naturally. Ving's marketing became fully theirs again, faster, more specific, and entirely in-house.
The Robot Intern That Warms Cold Leads
Cold and unengaged leads had always required dedicated time to research contacts, build sequences, and execute outreach. Karen started routing those contacts to HubSpot's Prospecting Agent instead. The agent researches each contact, writes a personalized sequence, and sends it automatically. Dozens of cold prospects per cycle now book meetings with Ving’s lean sales team, before a human has ever touched them. Karen calls the agent their “Robot Intern.” It does the groundwork, warms the lead, and hands it off when it's ready.
Showing Up Prepared
For existing clients, Breeze Assistant meeting prep changed the quality of every conversation. Ving tracks seat usage, training completion rates, and client health scores inside HubSpot. Before Breeze Assistant, synthesizing all of that before a call was a luxury the team rarely had time for. Now Karen clicks prepare while still in a previous meeting and arrives with a full briefing, specific gaps flagged, next steps suggested, renewal risk visible. Client check-ins shifted from reactive conversations to consultative ones. Ving's clients stopped being asked what they needed and they started being told.
The Transformation
The construction workers and manufacturing employees on Ving's clients' job sites are better protected today because Ving can show up to every client relationship fully informed and ready to act. Compliance gaps get flagged before they become audit exposure. Renewals get the attention they deserve well before the deadline. A safety director walking into an OSHA inspection now does so knowing Ving had their back weeks before the inspector arrived.
What the Numbers Prove
Soon after adopting HubSpot's Prospecting Agent and AI-powered Personalization, new leads grew by more than 1,000%. Organic leads have grown 108% since Ving first consolidated onto HubSpot. Website visits are up 28.8% over the same period. The lean team behind those numbers hasn't grown to match them. It didn't need to.
The tool consolidation tells its own story. Salesforce plus seven tools became HubSpot. Outside agency support became AI-powered Personalization and full in-house ownership of marketing. A dedicated cold outreach function became Prospecting Agent. Each time Ving reached a new level of ambition, the answer wasn't to buy something new or bring someone in. It was to grow further into the platform they already had. Karen describes it as a standing rule: before anyone is allowed to purchase a new tool, the first question is whether HubSpot does it. Almost always, it does.
Before, the team was navigating the constraints of a fragmented stack anchored to a CRM that had outgrown its usefulness. Now they're delivering on the promise that brought their clients to Ving in the first place. The difference shows up in every client call that starts with a recommendation instead of a question, every renewal that gets caught early, every safety director who walks into an audit knowing Ving had their back.
Karen puts it plainly: "HubSpot isn't just where our data lives. It's where our team operates. The AI features didn't replace us, they gave us the capacity to actually do the job we were hired to do. We're not managing tools anymore. We're helping our clients make sure their workers get home."
"If you're looking for a platform that goes far beyond a CRM, one that takes into account how you work with your customers on their entire journey from qualifying to retaining, I would 100 percent go with HubSpot. It will help you go further, grow your business and understand your customer." Stephanie Hunter, COO and Co-Founder, Ving
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