Case Study: Building a Custom HubSpot White Space Agent to Automate Cross-Sell and Drive New Revenue

Spectrum VoIP had the product catalog. They had the customer base. What they didn't have was a scalable way to identify which customers were ready to buy more, and a way to reach them without drowning their sales team in manual research. The team at Process Pro Consulting built them a custom HubSpot White Space Agent that automated account scoring, opportunity identification, and outreach enrollment, generating roughly $10,000 in pipeline revenue per month and influencing over 910 new deals.

Challenges

SpectrumVoIP's account managers were sitting on a goldmine of cross-sell and upsell opportunities, but identifying and acting on them required manual, time-intensive account reviews:

• • No systematic way to identify upsell opportunities. Reps had to manually dig through account records, email history, and association data to figure out which customers might be ready for an additional service.
  • Inconsistent outreach. Without a structured process, cross-sell efforts were ad hoc and depended heavily on individual reps knowing their accounts well enough to spot an opening.
  • One-size-fits-all didn't work. High-value customers needed personalized, consultative outreach. Lower-tier customers could be enrolled in automated sequences, but there was no system to distinguish between the two.
  • Growing product portfolio, no scalable motion. With the addition of an AI receptionist, AI-powered cameras, and managed IT services, there was no process for systematically matching customers to the right next product.

Project Goals

• Automatically identify cross-sell and upsell opportunities across the customer base
• Tier accounts by revenue and flag appropriate outreach strategies for each segment
• Reduce the manual work required to research and action expansion opportunities
• Enroll accounts into personalized or automated sequences depending on the tier
• Track whether white space outreach was resulting in real pipeline and revenue

The Solution

Process Pro built a white space identification and outreach process inside HubSpot, powered by a custom HubSpot White Space Agent. At the time of this build, running an agent inside a HubSpot workflow was a brand-new capability, and this project was an early use case for that functionality.

Account Tiering. The team established a tiering framework based on annual contract value. High-tier accounts were flagged for personalized, rep-driven outreach. Mid- and lower-tier accounts were candidates for automated sequence enrollment. This was critical because SpectrumVoIP's high-value customers didn't want to feel like they were being pushed through a generic funnel.

White Space Ownership Model. Because cross-sell and upsell outreach didn't always fall to the same rep who owned the account, Process Pro created a white space owner property so that someone outside of the company owner could take responsibility for expansion opportunities. Automation assigned white space owners based on account tier, keeping the motion clean and accountable.

Building the HubSpot White Space Agent. Process Pro cloned HubSpot's native cross-sell/upsell agent and extended it significantly. SpectrumVoIP's product mix required a more customized approach, so the team fed the agent detailed context about each product line, ICP fit signals, and white space definitions informed by real customer data. Critically, recommendations were engineered to populate specific HubSpot properties, so instead of reps wading through a wall of notes, they could open a dynamic list and immediately see which accounts were flagged for which product, with a brief rationale attached.

Workflow Automation and Sequence Enrollment. The agent was embedded directly into a HubSpot workflow. When an account met white space criteria, the agent ran automatically, evaluated the opportunity, and either flagged it for rep review or enrolled the contact in targeted outreach, depending on tier. Due to email domain deliverability limits, the team used HubSpot marketing emails for bulk outreach while maintaining white space date properties for attribution consistency.

Reporting and Dashboard Build. Process Pro built a dedicated white space dashboard tracking deals created, revenue influenced, sequences sent, and open pipeline. This gave leadership a clear, ongoing view of whether the investment was paying off.

The Results

• ~$10,000/month in pipeline revenue generated through white space outreach
• 910+ new deals were created after contacts were enrolled in white space sequences
• Dramatic reduction in time spent on manual account research and opportunity identification

Beyond the numbers, reps now log in to a focused white space view, see AI-generated recommendations surfaced as clean properties, and act without spending hours on manual research. The quarterly cadence of focusing on one product line at a time gives the team focus and repeatability, and Process Pro built a process guide and templates so the motion is easy to refresh each quarter without starting from scratch.

Project Impact

This project represents a step-change in how SpectrumVoIP approaches revenue expansion. Before, cross-sell was opportunistic and rep-dependent. Now it's a systematized, data-driven motion that runs largely on autopilot, with human oversight at the key decision points. For a company where renewals drive 80% of revenue, having a reliable system to expand wallet share with existing customers while keeping personalization intact for high-value accounts is a meaningful competitive advantage.