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HubSpot Revamp for Cleverbean, an EdTech company

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HubSpot Revamp for Cleverbean, an EdTech company
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Cleverbean is an Australian education technology startup transforming the way primary school teachers approach literacy instruction. As the company scaled, it needed to move from manual workflows and Google Sheets into a robust CRM that could grow with them. With two key audiences—individual teachers and whole schools—Cleverbean needed segmentation, automation, and a better onboarding experience to continue delivering value and growing its footprint.

The problem
A startup outgrowing its systems

Cleverbean had carved out a strong niche in the education sector, but internally, their systems weren’t set up to support rapid growth.

Problem 1:

No CRM, no visibility - With no CRM in place, the team had zero visibility into their pipeline or user journeys. Leads were slipping through the cracks, and manual workarounds were taking up valuable time.

Problem 2:

Disjointed onboarding and nurture - Educators and school leaders had different needs, but Cleverbean couldn’t deliver tailored journeys. Their onboarding lacked automation, and their nurture flows couldn’t segment messaging by user type.

The solution
CRM foundations + smart segmentation = scalable growth
We implemented Marketing Hub and Sales Hub Professional, giving Cleverbean the foundational infrastructure they needed to scale. This involved creating custom lead properties to clearly distinguish between individual educators and schools, allowing for more precise segmentation across marketing and sales efforts.
 
We designed tailored onboarding journeys for each audience type, ensuring that every user received messaging and support aligned with their specific needs. To support ongoing engagement, we developed email nurture sequences enriched with smart content, enabling personalised communication at every stage of the user journey.
 
Finally, we introduced lifecycle stages to visualise and manage Cleverbean’s pipeline in real-time, giving their team full visibility into lead progression and conversion. Throughout the project, our focus remained on usability, clarity, and future-proofing—empowering Cleverbean with a single source of truth, better data hygiene, and the tools to grow without increasing operational complexity.
The Strategic Plan
The Implementation
The process

  1. Implemented Sales & Marketing Hub Pro with custom objects and properties.

  2. Designed scalable lead capture forms with logic-based workflows.

 

Lay CRM Foundations
The process

  1. Implemented Sales & Marketing Hub Pro with custom objects and properties.

  2. Designed scalable lead capture forms with logic-based workflows.

 

Build smart onboarding flows
The process

  1. Architected nurture journeys for segmented user types (teacher vs. school).

  2. Created a clear post-sign-up experience integrated with HubSpot CRM.

 

Enable reporting & visibility
The process
  1. Introduced deal stages and lifecycle mapping.
  2. Configured dashboards for sales and marketing visibility.
Future-proof functionality
The process
  1. Set the groundwork for self-serve onboarding, payment integration, and automation layers to reduce admin overhead.
The Implementation

 

CRM Setup & Structure

  • Built tailored properties, lists, and contact workflows.

  • Created segmented personas to guide nurture and reporting.

Segmented Nurtures & Automation

  • Developed email sequences for teachers vs. school leaders.

  • Integrated lead capture with workflows for progressive profiling.

Sales & Marketing Alignment

  • Introduced deal stages and pipeline reporting in Sales Hub.

  • Unified messaging and visibility across both teams with smart content.

Next-Step Planning

  • Outlined a roadmap for integrating Stripe, enabling self-service and reducing team workload.

  • Built automation-ready flows with scalability top of mind.

The Impact and Results
Smarter Systems, Stronger Outcomes

 

Cleverbean now operates with complete visibility across its marketing and sales efforts. The segmentation between educators and school leaders has allowed for far more targeted communication, improving conversion and engagement across both key audiences.
Nurture sequences are now aligned with user intent, reducing manual follow-up and increasing the quality of lead handover between marketing and sales. Automation has replaced hours of admin per week, and with lifecycle stages and pipeline dashboards in place, the team can make data-informed decisions in real-time.
Perhaps most importantly, the business now has a future-proof CRM that can scale as they expand into new markets and continue evolving their offering.
This wasn’t just a CRM project—it was a growth enablement project. And it’s only the beginning.

A unique blend of understanding, knowledge and delivery capability put Engaging IO in a class of their own. I’ve had the pleasure of working with Michelle, Todd and the extended Engaging Team for almost 10 years now, during this time together we conceptualised and brought to market, several successful products, across the 23 countries we do business in. Engaging IO’s ability to cut through and get straight to the heart of the problem, puts them in a rare class I call true business partners. Not only are the team incredibly knowledgeable about core Sales, Marketing and Technology concepts, they have a wealth of practical HubSpot skills and experience to drive outcomes which deliver outstanding commercial results. I couldn’t recommend Engaging IO more highly.

Matt Baumgartner
Servcorp

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