Gather Workspaces faced slowed growth during COVID-19 along with disorganized lead management, no sales automation, and difficulty tracing marketing ROI. Redefine Web implemented HubSpot automation, inbound campaigns, and funnel-wide nurturing — boosting tours by 67%, membership by 33%, and driving $950K in attributable revenue.
Gather Workspaces is a fast-growing coworking brand with multiple locations in Virginia, providing flexible office and community spaces for small businesses, entrepreneurs, and remote professionals. Their business model emphasizes in-person collaboration and building community, attracting companies and individuals seeking an alternative to traditional office leases. With planned expansion from three to seven locations, their growth relied heavily on aligning marketing and sales. However, prior to working with Redefine Web, Gather’s sales and marketing operations were fragmented across multiple tools, lacked automation, and targeted only “ready-to-buy” website leads — leaving a significant untapped audience. The pandemic forced a rapid pivot to digital lead generation and remote solutions, making it critical to implement inbound marketing strategies and create transparent, measurable connections between digital touchpoints and revenue growth.
When Gather partnered with Redefine Web, its growth was slowed by several challenges.
Their digital funnel targeted only “hot” leads, ready to book a tour, relying on a single call-to-action. This missed the chance to capture and nurture awareness-stage prospects, creating a significant growth bottleneck.
Sales operations were also strained. Community Managers, responsible for both member relations and sales, lacked automation tools. As a result, vital time was lost on manual outreach and follow-ups, leading to missed quotas.
Additionally, reporting was fragmented across various platforms. Leadership and investors struggled to clearly link marketing activities to revenue, leaving blind spots around which initiatives were actually effective.
Ultimately, the COVID-19 pandemic had a profound impact. With tours and in-person activities plummeting, Gather faced a serious risk. To adapt, they needed stronger digital lead capture systems, scalable automation, and transparent reporting to connect marketing with results.
Redefine Web launched a comprehensive inbound marketing and sales enablement overhaul, with HubSpot at its core. We introduced multiple conversion pathways beyond just tour scheduling, including on-demand virtual tours and downloadable resources, nurturing leads across early, middle, and late funnel stages. We designed automated lead assignment and email sequence workflows, ensuring Community Managers could scale outreach without sacrificing member care. Paid search was optimized to capture high-intent leads, while reporting dashboards delivered real-time clarity on ROI, pipeline health, and campaign performance.
Key steps included:
Through inbound funnel expansion, HubSpot automation, and paid advertising, Gather Workspaces converted more high-quality leads, accelerated pipeline velocity, and closed new members, despite the challenges posed by COVID-19. The result was a measurable 12x ROI, more than $ 950,000 in attributable revenue, and a scalable sales system for future growth.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
