Implementing HubSpot for ASK4’s marketing & sales teams

ASK4 is a specialist connectivity provider for multi-tenant real estate, delivering managed Internet, WiFi and technology services to student accommodation, build to rent and later living schemes across the UK and Europe. As their commercial operation expanded, ASK4 needed a CRM that could handle the volume of sites, stakeholders and proposals they were managing. HubSpot was the right platform, but it required a configuration that reflected the realities of selling connectivity into real estate.

ASK4 partnered with Incremental to design and deliver a HubSpot setup that would give them a central, structured and scalable way of working. Our role was to translate their operational model into a CRM architecture that made sense for their team from day one.

Understanding the challenge

When we first spoke with ASK4, their data lived across spreadsheets, Airtable bases and email threads. Everything existed, but nothing was connected. This made it difficult for the commercial team to track site-level activity, understand proposal history or maintain visibility across different developers, operators and investors.

For a business selling into real estate, these gaps matter. Each building has its own requirements, ownership structure and timeline. Each proposal has its own variables and dependencies. Without a single source of truth, the team were relying on individual knowledge rather than shared systems.

The brief was clear: create a HubSpot setup that mirrors the complexity of the sector and gives ASK4 a reliable foundation for growth.

What we built

Custom objects designed around ASK4’s workflow

To capture the nuance of their process, we built a set of custom objects that sit at the centre of their HubSpot portal, including:

• Sites, representing individual buildings or developments
• Requirements, covering technical and commercial needs
• Proposals, storing structured information on every bid or offer

Each object was designed with extensive properties and clear associations, giving ASK4 a full history of every site and the stakeholders connected to it. This structure allows the team to follow a building’s journey from early conversation through to contract signature, with all relevant context in one place.

Airtable integration for seamless data continuity

ASK4 relies on Airtable to manage their proposals, so it was vital to connect this to the new HubSpot account instead of forcing a disruptive transition. We used HubSpot’s Data Sync integration to map both standard and custom objects between the two systems. This allowed ASK4 to maintain existing workflows while benefiting from the consistency and reporting power of HubSpot.

Pipelines, reporting and user experience

We designed sales pipelines that reflect the stages ASK4 work through with developers and operators, supported by tailored views, automated tasks and custom dashboards. The goal was not only to capture data but to make it easy for the team to use every day.

The impact

The new HubSpot setup gives ASK4 a single source of truth for all commercial activity. Site data is structured, searchable and consistent. Proposal histories are easy to track. Relationships across developers, operators and investors are clearly mapped. Marketing and sales teams now share the same information, improving collaboration and forecasting.

For ASK4, this has created a scalable CRM foundation that will support the team as they continue to grow their presence across the real-estate sector.

James Roberts, Head of Revenue Operations at ASK4, summarised the project: