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HubSpot Implementation: Prioritizing Marketing and Sales

A leading online distributor with a complex product catalog needed to unify siloed customer data from multiple platforms to gain full insight into the buyer's journey, leading to a HubSpot Implementation with an integration to Adobe Commerce. 

Discover How to unify your customer data and unlock targeted marketing strategies.
AC Hubspot

Technologies

  • Adobe Commerce (powered by Magento)
  • HubSpot CRM

The Client

An online wire distributor specializing in a vast array of electrical wire and cable, including building, industrial, automotive, low-voltage, and fiber optic. With over 100,000 customers worldwide, they have quickly become a leading online retailer of wire and cable products. 

While their Adobe Commerce store handled order fulfillment, their marketing efforts were fragmented across disconnected tools. With their marketing efforts siloed, they looked for an approach to unify them.  

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The Goals

  • Unify marketing and commerce data into one platform 
  • Track buyer behavior across the entire journey—from first blog visit to checkout
  • Segment audiences to better target DIY and Contractor personas + industry
  • Connect marketing campaigns to measurable revenue
  • Clarify content performance visibility 

Key Results

Buyer Journey

Review activity beyond simple order placement, including when items were added to carts, which repeat visitors logged in, and which products/pages they viewed.

Targeted Marketing

Send emails to customers based on their website behavior and their self-selected industry, vastly improving their potential Customer Lifetime Value (CLV)

Improved Marketing ROI

Enhanced tracking of blog traffic and popular topics provided direct insight into which content leads to new customers and eventual sales.

Data Flow

Primary success criteria were met: a successful implementation where customer and order data were reliably flowing from the eCommerce platform to the CRM.

Project Highlights

The Challenge

As their marketing and sales activities expanded, the companies data became fragmented across multiple platforms. Email marketing, sales tracking, and social media tools operated in silos, making it difficult to connect the dots between marketing actions and customer conversions. 

Without a unified system, their team couldn’t: 

  • See which marketing efforts were driving purchases 
  • Segment their audience effectively 
  • Attribute revenue to specific campaigns or customer behaviors 

This lack of visibility limited their ability to make data-driven marketing decisions and align efforts with revenue outcomes. 

 

The Solution

Briteskies implemented HubSpot CRM and integrated it with Adobe Commerce using MakeWebBetter, allowing seamless data flow between marketing, sales, and eCommerce operations. 

Implementation Highlights: 

  • Six-week phased rollout to migrate and validate customer, order, and content data 
  • HubSpot workflows and automations built for behavior-based marketing 
  • Custom tracking setup on the blog to connect content engagement with conversions 
  • Social media monitoring to create and analyze new content   
  • Persona-based segmentation to drive targeted outreach and lead nurturing 

The result is a unified digital ecosystem where the wire and cable distributor can connect marketing activities directly to outcomes, ensuring that every campaign, post, and email contributes to measurable business growth. 

The Result

By integrating HubSpot with Adobe Commerce, the company transformed how they understand and engage their customers. 

  • Data-Driven Insights: They now have visibility into how each marketing touchpoint contributes to sales. 
  • Revenue Attribution: Real-time tracking connects marketing efforts to customer purchases and account sign-ups. 
  • Enhanced Collaboration: Marketing and operations teams can now work from the same unified dataset. 
  • Sustained Growth: Consistent blog traffic growth and contact generation validate ongoing SEO success. 

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The Details - How We Did it

  • The project was managed in collaboration with the client's team, ensuring a seamless transition and reliable data migration.

  • Phased Migration: We followed the recommended implementation steps from the platform provider (HubSpot), using a structured six-week process to slowly and reliably move customer, order, and content data over.

  • Cross-Functional Delivery: The Digital Marketing and eCommerce Delivery teams collaborated closely to get the new platform up and running, focusing on data pathways and necessary redirects.

  • Complexity Management: We successfully navigated the complexities of migrating segmented data from various legacy platforms into the single, unified system.

Interested in unifying your marketing and sales data?