The Challenge
As the world’s largest manufacturer of ROVs (remotely operated vehicles), VideoRay was getting flooded with form fills, many from hobbyists, competitors or repeat buyers rather than true prospects. With no easy way to tell who was who, every lead—qualified or not—got dumped into Salesforce.
That left the sales team digging through hundreds of contacts a day, wasting time on looky-loos while hot leads sat untouched or slipped through the cracks.
When their CEO asked, “How can we tell the difference between an actual lead and junk?” the team realized…they couldn’t.
Lead scoring went from a nice-to-have to a must-have.
The Solution
VideoRay brought Kiwi in to help build a scoring system tailored to their sales process and buyer personas. We started by mapping out their full marketing-to-sales flow—highlighting the key entry points, ideal firmographics and high-intent behaviors that actually mattered.
Using HubSpot’s updated lead scoring tools, we created custom Fit and Engagement scores to surface qualified leads and filter out the noise. We also automated lifecycle stages based on point thresholds and color-coded the ranges so it was easy for anyone on the team to spot warm vs. hot leads at a glance.
To keep Salesforce clean, we rebuilt the inclusion list so only truly marketing qualified leads would sync—saving the sales team from sifting through clutter. With this setup, VideoRay could quickly tell if a lead was the right person and if now was the right time—no more manual filtering or wasted outreach.
The Outcome
With lead scoring acting as a smart filter, only the most qualified prospects now make it to the sales team—saving time, improving follow-through, and eliminating guesswork.
Instead of syncing all 12,000 records between HubSpot and Salesforce, the integration was refined to include only 6,000 highly relevant contacts (including existing customers). That’s a 50% reduction in CRM clutter.
Even more impressive? The number of MQLs passed to sales dropped from hundreds to just 26 truly qualified leads. That’s a 98% reduction in unqualified lead noise, giving the sales team a focused, manageable list they can actually act on.
And because each lead is scored using both fit and behavior data, the team can now see exactly why someone is qualified—allowing for faster, more personalized outreach that drives real results.
Hear from our happy client…
Kiwi took something overwhelming and made it feel totally manageable. Their lead scoring system helped us cut through the noise, clean up our Salesforce integration and focus on the leads that actually matter. I picked up where they left off with zero hiccups and finally feel like we have a system that works. They are top of their field!
Luci, Marketing Manager
VideoRay