Case Study
How Intersog connected marketing activity to pipeline on one platform.
Inside the engagement that consolidated Intersog's marketing operations onto LemiLeap: research, content, paid acquisition, social, webinars, and lead pipeline analytics.
“As a growth team, we need fast visibility into what's actually driving the pipeline. Having campaigns, market research, content publishing, media editing, and lead analytics in one place helps us move faster and stay focused on what is actually working.”
Intersog
Intersog is a Chicago-headquartered AI development and software engineering firm with more than two decades of operating history, 250+ technology experts, and R&D centers across the United States, Canada, Mexico, and Israel. The company has partnered with brands including Bosch, Toyota, Mitsubishi, and Tesla, delivering work spanning AI Strategy, AI Automation, AI Data Analytics, AI-Powered Marketing, IT Staff Augmentation, and Custom Software Development across automotive, healthcare, finance, education, and enterprise technology.
Running a Full Marketing Function from a Lean Team
Marketing at a B2B technology firm at Intersog's scale covers a wide surface area. There's research and strategy, paid acquisition across multiple ad platforms, organic social, newsletter and blog content, webinar promotion and follow-up, creative production for campaigns, and lead pipeline tracking that rolls up to weekly performance conversations with the co-founders.
As Intersog's marketing function consolidated to a lean team, Vlada Terenina, who runs Intersog's marketing operations, was looking for a way to run that full program from a single platform, without growing headcount and without growing the tool stack that supported it.
That stack was already substantial: HubSpot for CRM, email, and lead management. SEMrush for research and SEO health. A separate social scheduler for LinkedIn and X. Separate tools for image and video generation. Occasional external market research engagements at $5,000 to $10,000 per topic. Outsourced creative work at $2,000 or more per engagement.
The underlying question wasn't whether Intersog could afford each of these line items individually. It was whether the marketing function could be consolidated onto a single operating layer where research, strategy, content, paid acquisition, and lead pipeline visibility lived in one place, and where everything mapped back to the metric Intersog actually evaluates marketing on: lead generation.
From Research to Pipeline, in One Place
Over the case study period, LemiLeap became the operating layer between every marketing activity Vlada ran for Intersog and the lead pipeline those activities were meant to feed. Research, campaigns, content, social, and webinars happened in one place. By the end of the case study, the outcome data those activities produced lived there too.
Research and strategy
Market research, competitor analysis (both known competitors and unknown adjacent players), target audience personas, and campaign strategy frameworks generated in the platform and reused as the foundation for everything downstream. Vlada described what the alternative had looked like:
“To buy a nice market research, it's 5 or 10 grand. Especially if you want research on a specific kind of, let's say, fintech, or on a specific angle. That's probably why we couldn't afford it often. With LemiLeap, it's just there. I just have to select which market from those categories. And it's done for me.”
Paid acquisition
Paid acquisition is Intersog's primary lead-generation engine. Vlada used LemiLeap throughout the engagement to run her Google Ads workflow: keyword research, ad copy generation, and campaign structure. That included launching Intersog's Legacy Modernization campaign through the platform. Each paid campaign maps back to HubSpot and the lead pipeline dashboard in LemiLeap, where Vlada can see the lead source and current active opportunities.
Social media
LinkedIn and X publishing run directly through LemiLeap with native analytics. The standalone social scheduler that Intersog had been paying for separately is no longer part of their stack.
Webinar promotion
In April, Intersog's finance and AI webinar drove 40 LinkedIn registrations on the launch day from a single LemiLeap-generated event post.
Content
Newsletter content drafted in LemiLeap and finalized in HubSpot, where Intersog's existing email infrastructure lives. Blog and long-form content generated and refined for site updates and campaign support.
Creative production
Image generation, short-form video generation, music, voiceover, and lip-sync avatars: all used in place of outsourced videographer and designer engagements that would otherwise cost $2,000 or more per project.
Closing the loop: HubSpot integration
The hardest problem for a lean marketing function isn't producing the work. It's proving the work produced the outcome.
During the case study, Vlada sent the LemiLeap team a request outlining exactly what marketing analytics Intersog's leadership cared about: lead pipeline by source, MQL-to-SQL conversion, campaign attribution, deal flow by stage, and the email and social engagement metrics that fed all of it. The LemiLeap team built it.
A few weeks later, Intersog's HubSpot pipeline lived inside LemiLeap, alongside the campaigns, content, and social activity that produced it. For the first time, the activity side and the outcome side of Vlada's work were visible in one place.
Within the first weeks of using the integration, Vlada caught a configuration issue between Intersog's sales enrichment tool and HubSpot. New leads were being pushed across as MQLs rather than as raw leads, which was distorting Intersog's marketing-to-sales handoff data. It was the kind of problem that's invisible until you have the right view to see it.
“This is fantastic! It shows me exactly what to focus on and what to fix. It also helps me follow up on leads with our sales team and better manage sales operations.”
Beyond the data hygiene catches, the dashboard quickly became part of Vlada's daily routine.
“The Lemi HubSpot dashboard is the first thing I check in the morning. I love it.”
What the Case Study Produced
After twelve weeks of operating on LemiLeap:
- ✓A full B2B marketing function run from a single platform by a lean team: research, strategy, content, paid acquisition, social, and webinar promotion.
- ✓Google Ads workflow run through the platform, including the launch of Intersog's Legacy Modernization campaign.
- ✓40+ LinkedIn webinar registrations on launch day from a LemiLeap-generated event post.
- ✓Stack consolidation: a standalone social scheduling tool, an image generation tool, and significant portions of outsourced research and creative work absorbed into one platform.
- ✓Closed-loop visibility between marketing activity and lead pipeline through the HubSpot integration, surfacing both performance signals and the data hygiene gaps that affect attribution.
The qualitative shift was equally important. Vlada describes the change in how the work feels day-to-day:
“It makes your workload manageable. It makes you more organized in general. You're waking up and you don't think, ‘what am I doing?’ That's a big thing. Every marketer is struggling with how many hats we're wearing.”
Continuing as a Founding Partner
At the close of the case study, Intersog continued with LemiLeap as a Founding Partner, a designation reserved for customers whose feedback has directly shaped the platform's roadmap.
The HubSpot integration shipped during Intersog's engagement is one example of that input made real. Cross-platform paid ad analytics across additional channels follow shortly.
“I love using LemiLeap. It's been an amazing support throughout these three months.”