CRM Operations · Sales Automation · HubSpot specialist ·

HubSpot Certified · Sales Automation · Data Hygiene

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About Petrah — I'm a CRM and sales automation specialist based in Nairobi, Kenya. I help B2B companies build and fix their HubSpot so their sales team has a system that works. I'm available for remote work.

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Projects

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1.CRM Build — CloudStack (B2B SaaS)

Full HubSpot environment built from scratch.

Built 3 custom pipelines, 5 contact properties, and lifecycle stage structure for a fictional invoicing SaaS. Imported 40 contacts with full field mapping documented.

Project context

• Company: CloudStack — a US-based SaaS tool that helps small businesses manage invoicing (~20 employees). Sells to US SMBs. Monthly plans from $49–$199/month.

• Challenge: No existing CRM. Sales team tracking deals in a spreadsheet. No visibility into pipeline health or lead source performance.

• Customer types: 1) Inbound leads 2) Cold outreach targets 3) Churned customers

• What I built: 3 pipelines (Inbound Sales, Outbound Sales, Churn Recovery), 5 custom contact properties, and a contact import with lifecycle-stage segmentation.

• Pipelines

  • Inbound Sales pipeline

    

  • Outbound Sales pipeline

    

  • Churn Recovery pipeline

    

• Custom contact properties

  • Lead Source Detail

    

  • Monthly Invoice Volume

    

  • Current Invoicing Tool

    

  • Industry

    

  • Company Size

    

• Import contacts

  

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2. CRM Data Audit : CloudStack

Before/after data hygiene with written audit report

Project Overview

This project simulates a real CRM data audit for CloudStack (fictional B2B SaaS invoicing company). I was handed an 80-row contact database with no prior cleanup. My job was to identify data quality issues, fix what could be fixed, and produce a written audit report exactly what a CRM admin does when inheriting a new account.

Tools used: Google Sheets · formula-based email validation

Key findings (summary)

• Duplicate records (HIGH)
• Invalid email addresses (HIGH)
• Inconsistent formatting (MEDIUM)
• Missing critical fields (MEDIUM)
• Wrong lifecycle stage assignment (HIGH)
• Junk/test records (MEDIUM)

Screenshots

• Raw data before cleanup

• Cleanup tracker summary

• Cleaned dataset

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CloudStack Free Trial Email Sequence

Project Overview

This project simulates a real lifecycle automation task: building a 5-email onboarding sequence for CloudStack's 14-day free trial users. I designed the full workflow logic, wrote all email copy, and built the automation in HubSpot — from enrollment trigger through to two If/Then branches that personalise the journey based on each user's behaviour.

Tools used: HubSpot Marketing Hub (Emails + Workflows) Sequence length: 5 emails over 13 days Automation type: Behaviour-triggered, branching workflow

The Scenario

CloudStack offers a 14-day free trial of their invoicing software. When someone signs up, they enter their email — but that's all. They haven't connected a bank account, sent an invoice, or explored any features yet.

Without any follow-up, most free trial users never activate. They sign up out of curiosity, forget about it, and the trial expires unused. Industry data shows that SaaS products typically convert between 15–25% of free trial users to paid plans — and those who receive a structured onboarding sequence consistently outperform those who receive no follow-up.

My task: build an automated email sequence that starts the moment someone signs up and guides them through activation, engagement, and conversion over 13 days — without any manual effort from the sales or marketing team after the initial setup.

• All 5 emails created in HubSpot as drafts — named clearly by sequence position so they're easy to find and manage inside the workflow.

Sequence Logic & Workflow Design

The sequence is designed with two If/Then branches to personalise the experience based on user behaviour — rather than sending every user the same rigid sequence regardless of what they do.

Branch 1 — Activation check (Day 2): After the welcome email, HubSpot checks whether the contact clicked any link (the setup CTA). If they clicked → they showed intent and are likely setting up. We skip the "nudge" email and send them a feature tip on Day 5 instead. If they didn't click → they may be lost or disengaged. We send Email 2 first to re-engage them, then continue the sequence.

Branch 2 — Conversion check (Day 10): After the upgrade nudge email, HubSpot checks whether the contact's Lifecycle Stage has moved to "Customer" (meaning they paid). If yes → we immediately remove them from the sequence and enrol them in a separate "New Customer Welcome" workflow. There is no reason to send them a "last chance" email if they've already converted. If no → we send the final urgency email on Day 13.

This branching logic ensures contacts are never sent irrelevant emails — a converted customer will never receive a "you're about to lose access" message.

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Tools & skills

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