How Mechanix Wear runs account-based marketing with Growth
How Mechanix Wear, a maker of work gloves and safety gear, runs account-based marketing with Growth on HubSpot, Apollo.io and RollWorks, from 2023 to today.
Mechanix Wear: HubSpot ABM case study | Growth
4:50
Industry
Manufacturing
Started from
B2B sales through distributors and reps
HubSpot
Sales Hub Professional and Marketing Hub Enterprise
Mechanix Wear makes work gloves and safety gear and sells them to businesses through distributors and sales reps. Since 2023, Growth has run its account-based marketing program on HubSpot, Apollo.io and RollWorks. In one seven-month campaign in 2024, the program targeted 3,859 companies, engaged 17,986 contacts, and produced 103 direct form fills and 46 direct deals. In 2026, Growth also cleaned up the HubSpot data the program runs on.
At a glance
Client
Mechanix Wear
Industry
Manufacturing: work gloves and protective gear for industrial buyers
HubSpot
Sales Hub Professional and Marketing Hub Enterprise
Started from
B2B sales through distributors and reps
Growth's work
Account-based marketing program, HubSpot reimplementation, HubSpot and Salesforce alignment, data clean-up
Timeline
ABM onboarding from January 2023; campaign from March to September 2024; retainer through 2026
Result
46 direct deals from one seven-month campaign
Why did Mechanix Wear start account-based marketing?
Mechanix Wear sells to industrial buyers through distributors, a rep agency and its own regional sales managers, and it wanted to open new verticals such as manufacturing, heavy equipment, pulp and paper, and energy utilities. Those buyers are a known, limited set of companies, so reaching the right people inside each one mattered more than general inbound traffic. Mechanix Wear brought Growth in to run account-based marketing, with HubSpot as the system the program reports from.
What changed for Mechanix Wear?
Mechanix Wear runs a standing account-based program, and its HubSpot data is cleaner.
What Growth runs
2024 campaign (March to September)
Target accounts
Lists by vertical and ideal customer profile
3,859 target companies
Outreach
Apollo.io sequences and one-to-one emails
17,986 contacts engaged
Ads
RollWorks display ads to the same accounts
Run alongside the emails
Conversion
Landing pages and forms in HubSpot
103 direct form fills
Pipeline
Deals tracked in HubSpot and Salesforce
46 direct deals
In 2026, a data clean-up cut HubSpot records with formatting issues from 131,694 to 10,496.
How does Growth run Mechanix Wear's ABM program?
Growth, an Elite HubSpot Solutions Partner, began onboarding Mechanix Wear's ABM program in January 2023, with Apollo.io and RollWorks alongside HubSpot.
Targeting: target companies chosen by vertical, with contacts sourced and enriched in Apollo.io.
Outreach: email sequences from several sender accounts, one-to-one emails and RollWorks display ads to the same accounts.
Reporting: ABM dashboards in HubSpot, with deals followed into Salesforce.
Review: daily, weekly and quarterly reviews with Mechanix Wear's team, and a playbook review in July 2025.
Foundations: a HubSpot reimplementation in 2024, and in 2026 lead routing, attribution and the data clean-up.
"Onboarding was smooth and helpful in aligning our team. Ramp up was fast due to their experience and know-how."
For HubSpot teams
Hubs: Sales Hub Professional and Marketing Hub Enterprise, through shared selling; Service Hub added in late 2024.
Partner tools: Apollo.io for prospecting and sequences, RollWorks for display ads.
Integrations: HubSpot with Salesforce, and Shopify for the direct-to-consumer side.
Engagement: ABM since 2023, a HubSpot reimplementation in 2024, a retainer through 2026.
A good fit for: manufacturers selling to a defined list of industrial accounts through distributors and reps.
Questions about this project
How long has Growth run Mechanix Wear's ABM program?
Since January 2023. Growth onboarded the program then, ran a seven-month campaign from March to September 2024 that produced 46 direct deals, and still runs it under a retainer in 2026.
Can account-based marketing run on HubSpot?
Yes. Mechanix Wear's target accounts, landing pages, forms and ABM dashboards live in HubSpot, with Apollo.io for sequences and RollWorks for ads.
Does HubSpot work beside Salesforce for ABM?
Yes. Mechanix Wear runs marketing in HubSpot and keeps deals in Salesforce, and Growth aligned lead conversion and campaign attribution between the two.
Rick is a HubSpot Specialist and Certified Trainer working with a HubSpot Elite Partner, helping B2B companies implement, optimize, and scale their go-to-market systems. Over the past few years, he's worked with dozens of clients across multiple industries, delivering everything from full HubSpot implementations and onboarding to integrations and ongoing optimization. Before that, he spent time in sales, branding, and community building, along with founding and leading a tech startup, which gave him hands-on experience building and scaling teams, systems, and processes.
