How Plobal Apps Built a Multi-Channel GTM Engine That Drove 75% of Pipeline

Impact TL;DR

• 75% of the company pipeline deals came from paid media + intent-based outbound during the engagement window
• 400+ qualified leads from programmatic paid media on LinkedIn at <$250 cost per lead, the cheapest channel in Plobal's acquisition mix
• Marketing Data & Ops infrastructure rebuilt in HubSpot, feeding attribution models
• Trigger-based outbound engine producing the highest-value merchants
• Two acquisition channels feeding each other: paid media engagement signals route into outbound targeting, outbound replies get added to retargeting audiences

The problem

They had a sales-led outbound motion. They needed acquisition channels that scaled without a bigger sales team.

Plobal Apps was growing through a sales-led outbound motion and a reputation in the Shopify ecosystem. The team was hitting numbers, but every new deal still required heavy sales-rep involvement from the first touch. To keep growing without doubling the sales team, they needed acquisition channels that could pull qualified merchants on their own.

The data layer underneath the motion was also incomplete. The CRM tracked deals, but it didn't show which campaigns and channels were producing pipeline. Without that signal, every decision about where to invest more budget was based on guesswork.

What they needed wasn't more sales reps. It was a marketing infrastructure that could attract the right merchants, capture intent when it surfaced, and route warm leads back to the sales team with context.

The Solution:

We built two acquisition channels for Plobal Apps on top of a rebuilt Marketing Data & Ops layer in HubSpot. Paid media drives awareness in front of target accounts and surfaces intent. Trigger-based outbound captures those accounts when they show buying signals, with AI-personalised messaging.

For Plobal, that meant:

• Rebuilding the Marketing Data & Ops layer: HubSpot restructured around the actual sales motion, workflows automated, channel-level tracking set up so every reply and every demo attributes back to the pipeline
• Programmatic paid media on LinkedIn: testing multiple angles, audience segments, and demo offers in parallel until the cost per lead landed under $250
• Intent-based outbound: target accounts scraped from e-commerce data sources, enriched with buying-committee contacts, then triggered into AI-personalised outbound when real-time intent signals are fired
• Multi-channel signal routing: engagement signals from paid media feed the outbound trigger logic, and outbound replies get added back into retargeting audiences

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Use case 1

Marketing Data & Ops infrastructure

Before either acquisition channel could work, the data underneath had to make sense. The team needed to see which campaigns produced pipeline and which didn't.

We built:

• HubSpot CRM restructured around the sales motion: every record carries the right context for the rep working it (account stage, channel source, last touch, intent signal history)
• Automated workflows for inbound lead routing, lead scoring, and pipeline stage updates, so reps don't spend time on manual CRM hygiene
• Channel-level attribution so every paid media campaign and every outbound sequence ties back to the pipeline produced
• Bi-directional sync between HubSpot and the outbound tooling, so the sales team always sees the latest activity per contact

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Use case 2

Programmatic paid media on LinkedIn

LinkedIn was the first acquisition channel. The Plobal Apps audience (e-commerce founders, marketing and growth leaders at Shopify Plus merchants) is concentrated there, and the platform supports the targeting depth a programmatic paid media motion needs.

We tested in parallel:

• Multiple marketing angles: problem-led (the cost of leaving mobile conversion on the table), outcome-led (5x higher conversion on Plobal-built apps), and proof-led (named merchant logos from the existing book of business)
• Audience segmentation by company stage: early Shopify Plus brands, established mid-market, and enterprise-fit merchants each got different messaging
• Demo offers with different incentives and friction levels: testing for the offer that maximized qualified replies, not just total replies

We drove 400+ qualified leads from LinkedIn at a cost per lead under $250, making LinkedIn the cheapest acquisition channel in Plobal's mix.

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Use case 3

Trigger-based outbound

The second channel was outbound, built around signals instead of volume. The goal was to reach the right merchants at the right moment, not every merchant all the time.

We built:

• An ICP-aligned target account list scraped from e-commerce store data sources, then enriched with buying-committee contacts (founders, heads of marketing, e-commerce leads)
• A real-time intent and trigger layer that surfaced when a target account was actively in market: hiring signals, funding events, product launches, store-level changes, and content engagement
• AI-personalised outbound sequences sent only to accounts that triggered an intent signal, with messaging anchored to the specific trigger that fired
• Bi-directional CRM sync so the sales team gets context on every reply, including which intent signal triggered the outreach

Intent-based outbound consistently produced the highest-value merchants from Plobal's marketing mix during the engagement window.

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Why Plobal Apps Chose Growth Today

They wanted a partner who'd improve their acquisition motion

Plobal Apps already had a working sales-led outbound and a CRM. What they didn't have was a marketing infrastructure that could scale acquisition without scaling the sales team in lockstep.

They needed three things to come together:

• The data layer underneath was rebuilt and structured around the sales motion, not just data being collected
• A paid media channel that could pull qualified merchants cheaply enough to be profitable at scale
• A signal-based outbound channel that surfaced the highest-value merchants without sales reps spending time on cold prospecting

"It was a true pleasure working with Brigitta through Growth Today. She helped us build out an Intent-Based Outbound program and ops infrastructure from the ground up. Through her data-driven and programmatic approach, we saw results that were higher yielding than our sales-led outbound motion. If you're looking for a partner to scale your go-to-market efforts, look no further."— Nichole, former Head of Revenue, Plobal Apps

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Outcomes

• 75% of the company pipeline deals come from programmatic ads + outbound
• 400+ qualified leads from LinkedIn at <$250 CPL, the cheapest channel in Plobal's acquisition mix
• Highest-value merchants consistently came from the intent-based outbound channel
• Increased visibility on LinkedIn through programmatic ads
• Better-qualified conversations with clear lead routing based on fit and engagements
• Allbound/ABM motion improves CAC

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