Executive Summary
KanTime, a software provider for post-acute care organizations, needed to align its marketing efforts with evolving product capabilities while strengthening audience engagement, lead nurturing and organic search visibility. Vonazon implemented an integrated strategy combining HubSpot marketing operations, contact database management, lead qualification, multichannel campaigns, website development and search-focused content. The engagement generated 104 external content-form submissions, reduced email hard-bounce rates from 2.55% to 0.27%, increased organic keyword rankings from 993 to approximately 3,200, and supported a 27% increase in Semrush-estimated organic traffic.
Challenge:
KanTime needed to align evolving product marketing with effective lead nurturing, audience segmentation and database quality.
Solution:
Vonazon integrated HubSpot audience management, lead scoring, multichannel campaigns, and search-focused content to support growth.
Results:
KanTime improved email deliverability, generated 104 content submissions, and increased organic keyword rankings by 222%.
The Challenge
As KanTime expanded its software capabilities and market reach, its marketing operations needed to evolve alongside the business. Four key challenges emerged, spanning product alignment, lead nurturing, database quality and audience segmentation.
- Evolving product roadmap Aligning marketing campaigns with changing product capabilities while supporting long software buying cycles.
- Lead nurturing and qualification Managing large event and prospect lists while identifying engaged, sales-ready leads for follow-up.
- Database quality and deliverability Addressing high email bounce rates and improving the quality of approximately 150,000 contact records.
- Audience segmentation and targeting Distinguishing prospects, customers and other audiences to deliver relevant messaging and more effective campaigns.
The Solution
Vonazon used HubSpot Marketing Hub as a core marketing activation and audience-management layer, surrounded by broader content, web, product-marketing and search-focused work.
Inside HubSpot, Vonazon worked with KanTime’s contact population to establish a cleaner marketable audience. Email validation through ZeroBounce flagged records returned as do-not-mail, abuse, invalid and spam, and approximately 31,000 of those records were quarantined and marked as non-marketing contacts during the February 2025 cleanup.
Rather than removing every uncertain address, Vonazon applied tiered rules. Generic role addresses such as info@ and sales@ were removed, valid, unknown and catch-all addresses were kept under consideration, and major free-email domains began to be suppressed.
Vonazon then defined a marketable-list and quarantine model in HubSpot to establish how contacts entering through sources such as demo requests, forms, including KanTime Experience registration, webinars and events would be reviewed before joining the active marketing audience. The resulting foundational audience could support newsletters and other email programs while allowing campaign-specific exclusions, including customer suppression when appropriate.
HubSpot also supported lead qualification. KanTime’s model used HubSpot engagement scoring with defined funnel thresholds, including MQL status at 41 points and above. Email engagement contributed to those scores, giving marketing a way to use behavior as part of the handoff to sales. Vonazon worked with KanTime’s sales team to review how those scores aligned with conference and nurture follow-up.
Vonazon continued refining how that engagement was activated. In April 2026, Vonazon and KanTime agreed to test dynamic HubSpot lists built from email click-level reporting as a source for BDR follow-up, replacing form-gated asset downloads in email with direct links tracked through click events while keeping the resource center gated. Because KanTime’s BDR team used another outreach platform, Vonazon deliberately chose a list-based handoff rather than forcing a HubSpot workflow into a process where it did not fit.
That HubSpot work supported a broader go-to-market program.
For Algorithmic Scheduler, Vonazon developed an integrated product campaign incorporating a web page, educational content, sales collateral, HubSpot marketing email and social promotion.
For Longitudinal Care, Vonazon built a larger educational campaign with multiple HubSpot marketing emails and assets while simultaneously adapting website messaging to reinforce the same market position.
The strategic contribution was equally important. Vonazon repeatedly held, revised or restarted campaigns as KanTime’s product readiness changed. When new functionality was not ready, marketing did not race ahead of the product. When KanTime confirmed Algorithmic Scheduler was ready to be promoted, Vonazon and KanTime could restart the campaign using the web, content, email, sales and social assets already developed rather than rebuilding from scratch.
Beyond HubSpot, Vonazon supported KanTime through website and product-page development, educational and blog content, sales collateral, event marketing, social content, category positioning and content built with search visibility in mind.
The Results
104 external content-form submissions
from 100 unique CRM contacts through the Longitudinal Care campaign.
222% growth
in U.S. desktop organic keyword rankings, increasing from 993 to approximately 3,200.
27% increase
in Semrush-estimated organic traffic, growing from approximately 25,000 to 31,800.
89% reduction
in email hard-bounce rate, declining from 2.55% to 0.27%.
