Case Study: Goverlan, Inc. achieves 15× ROI and upmarket growth with RollWorks

How Goverlan Leveraged RollWorks and HubSpot to Drive Upmarket Growth

Goverlan, Inc., a 25–50 person provider of remote IT support software, needed to move upmarket from SMBs to higher-value accounts but had a nimble, two-person marketing team and no SDRs to do heavy sales prospecting. To reach full buying committees and convert free-trial users into paid accounts, Goverlan turned to RollWorks and its account-based marketing (ABM) capabilities, integrated with their existing HubSpot inbound program.

Using RollWorks together with HubSpot, Goverlan ran targeted ad and retargeting campaigns, leveraged 24‑hour dynamic list syncing, and mapped ABM programs to funnel stages to hit multiple stakeholders in target accounts. The RollWorks-powered approach generated 40–50 demo requests per week, produced closed/won revenue 15× the initial investment within 13 months, influenced 95% of closed/won deals, and drove 173 conversions from the revitalized retargeting program.

Goverlan, Inc.

Britt Davies

VP of Marketing