How Webcite.ai optimised sales automation for eRecruiter Africa with HubSpot CRM

eRecruiter Africa, a pan‑African talent solutions provider, already had HubSpot CRM but weren’t fully leveraging it for structured, scalable outreach across recruitment, outsourcing, HR, and payroll. Webcite.ai aligned HubSpot with their commercial strategy and connected LinkedIn outreach into one measurable system.

eRecruiter Africa works with organisations from startups to multinationals across Financial Services, FMCG, Technology, Energy, and more, delivering talent acquisition, outsourcing, payroll, global payments, and HR advisory across Africa. 

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  • The Challenge🔴

Before partnering with Webcite.ai, eRecruiter Africa’s sales engine was far from reaching its full potential.


HubSpot CRM was used largely as a static database rather than a powerful, revenue‑driving sales platform, which meant the team lacked a structured, scalable approach to winning new business. Follow‑up on both inbound and outbound leads was inconsistent, leading to missed opportunities and a fragmented buyer experience. Much of their LinkedIn outreach was handled manually, offering limited visibility into how these activities translated into meetings or pipeline. On top of that, reporting was shallow and disconnected, making it difficult to understand which specific sales activities were actually creating opportunities and driving growth.

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  • The Solution ✅

Webcite.ai completely rebuilt eRecruiter Africa’s sales automation in HubSpot and integrated a powerful LinkedIn automation tool, bringing every sales and outreach touchpoint into one unified, trackable system. Together, HubSpot and LinkedIn now mirror the realities of their sales process, with pipelines and workflows aligned to how deals actually move from first contact to closed‑won.

Deal stages were redesigned to match real‑world sales motions, while lead qualification, task creation, and follow‑up sequences were automated to ensure no opportunity is missed. Standardised sales sequences guide reps through consistent, best‑practice outreach, reducing manual work and improving response rates.

LinkedIn outreach is now fully connected to HubSpot, with all LinkedIn activity syncing directly into the CRM. Target lists are structured by sector and service, enabling highly relevant, segmented campaigns across Financial Services, FMCG, Technology, Energy, and other key industries. LinkedIn performance is tracked alongside email, calls, and other channels, giving the team a single view of what actually drives meetings and pipeline.

With clear, insight‑rich reporting, eRecruiter Africa can see which activities generate qualified opportunities, where deals stall, and which actions lead to higher win rates. Dashboards provide real‑time visibility into meetings booked, pipeline value, and conversion rates, while ongoing optimisation based on real data ensures the sales engine continues to improve over time.

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  • The Result 💚

A connected, automated sales engine: With Webcite.ai’s implementation, eRecruiter Africa now operates a truly connected and automated sales engine in HubSpot. Instead of relying on HubSpot as a static database, the team follows a repeatable, data‑driven sales process that supports scalable growth across all talent, recruitment, outsourcing, payroll, and HR solutions. Every stage of the buyer journey is tracked, measured, and optimised, turning HubSpot into a central hub for predictable revenue generation.

40% increase in client bookings within 3 months: Within just three months of optimising HubSpot and integrating LinkedIn automation, eRecruiter Africa achieved a 40% increase in client bookings. Automation, tightly aligned sales workflows, and scaled, targeted LinkedIn outreach work together in a single system, enabling the team to respond faster, follow up consistently, and convert more opportunities into booked meetings.

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