The blueprint for growth: How APEX IT boosted sales, merged brands, and worked smarter with HubSpot

Client Overview

APEX IT is a fast-growing SaaS company in the proptech industry, based in Trondheim, Norway. They deliver smart technology solutions that modernize property management and operations, and their steady growth reflects a strong focus on delivering value to customers and the customers of customers. With big ambitions and a growing customer base, they needed a CRM setup that reflects their growth, that could scale with them, and a strategic partner to help unlock its full potential.

Since the start of 2024, we've had the pleasure of working closely with APEX IT. It's been an exciting and rewarding collaboration ever since that we at Utbrudd are genuinely proud of!

The Challenge

Although APEX IT had previously implemented HubSpot with some Hubs on the Professional tier, the platform’s full potential remained untapped. Silos existed between Customer Service, Sales, and Marketing, limiting collaboration and efficiency. To address this, all Hubs were upgraded to the Enterprise level. The full range of functionalities were not used to their full extent, with fragmented data and limited automation. They needed to:

• Leverage data to drive smarter decisions and work more efficiently using AI
• Build an automated prospecting machine for increasing the reach to potential leads
• Maximize information sharing from Marketing to Sales and from Sales to Customer Success
• Utilize HubSpot’s advanced features to their full potential
• Transition their website into the HubSpot Content Hub for a more integrated experience

The Solution

As a HubSpot partner, we worked closely with APEX IT in a longterm collaboration to activate and optimize the full suite of Enterprise-level features in HubSpot. The project focused on making the organization more data-driven and interconnected across Sales, Marketing, and Customer Success.

Key Initiatives & Implementations

Together, we:

• Transitioned the APEX IT website from Wordpress into the HubSpot Content Hub, combining three brands into one seamless domain experience.
• Revamped the CRM structure to align with internal processes and make data actionable by using HubSpot Breeze to enrich data on leads and customers.
• Set up HubSpot Sequences to automate and personalize sales outreach at scale, with an automated paid marketing funnel to support it.
• Built property-based Playbooks to define consistent and complete handovers across departments. 
• Leveraged Buyer Intent data to understand and prioritize high-interest website visitors.
• Implemented a Health Score framework to monitor and improve customer retention.
• Established and implemented a content strategy mapped to the buyer’s journey to improve engagement and lead nurturing.
• Set up automated Lead Scoring to prioritize prospects based on behavior and fit.
• Defined a Fit score to be aligned on when a company can be seen as the ICP.
• Integrated Vainu for automatically finding new prospects matching our ICP, and adding them to our advertising audiences on LinkedIn. 
• Built an integration between APEX’s software and HubSpot, for sending signals to the CRM for onboarding purposes, discovering our most valuable customers and preventing churn. 
• Are building an automated onboarding pipeline for new customers, with personalized training material based on usage and signals.  

Biggest wins

The impact of our collaboration was both immediate and measurable:

• 🚀 Sales skyrocketed – APEX IT grew with +859% in Q1 2025, compared to the year before. 
  
  

In Q1 2025, APEX IT achieved a remarkable 859% increase in sales compared to the same period in the previous year, driven by a strategic shift toward a more data-driven sales process. By leveraging advanced analytics, enriched data and extensive automations, the company was able to better identify high-potential leads, personalize outreach, and optimize sales team performance.

• 📈 Social media engagement soared – Achieved over 500 % more impressions and 122 % increase in engagement on social posts in Q1 2025 compared to the year before.
  
  

Spread over two brands, APEX and Unite Living, we managed to receive a huge increase in effect on their LinkedIn company pages due to implementing a revamped content strategy with help from AI.

• ⏱️ Customer Success efficiency – Freed up 20 % of CS time, now reinvested in high-touch and personalized customer care.

• 🌐 Brand consolidation – Successfully merged three separate brands into one unified website using HubSpot Content Hub, streamlining their digital presence.
  
  

APEX, Unite Living and MyRent used to be 3 separate websites and are now forged into one interconnected website, with three separate themes inside HubSpot to diversify the design among the three brands.
 

These enhancements have allowed APEX IT to move from reactive processes to proactive, data-driven decision-making—ultimately driving better outcomes across the board.

COO Bård Kristensen:
"Thanks to Utbrudd, we've taken huge steps in becoming a more data-driven organization. We need to get inspired by new functionalities in HubSpot and Utbrudd is doing exactly that."

 

CSM Inger Munkhaugen: 
“Utbrudd came in as a reliable and experienced partner – providing technical implementation, onboarding, automations, and strategic guidance on HubSpot best practices. I highly recommend Utbrudd to any company looking to get the most out of HubSpot!”

Looking ahead

With a solid foundation in place and advanced HubSpot features in active use, APEX IT is now well-equipped to scale their growth efforts with confidence. But we are not there yet! Our collaboration continues as we explore even more ways to optimize, automate, and personalize their customer journey.

What is the next step you might ask? A new design for the website, so stay tuned for that!