B2B Case Study: HubSpot CMS Website for Fruit Importer

Sbrocco needed a completely new website to modernize and support its sophisticated sales process. The company’s existing website lacked the ability to help its Marketing team leverage key opportunities to educate business prospects on their product and reputation, while tracking contacts' behaviors and qualifying leads to support the outbound Sales team.

The most difficult challenge they faced was effectively communicating about their products, services, and federal food safety compliance.

Sbrocco engaged Mole Street with the following key objectives:

Modernize the company’s digital footprint to match its high-quality product and excellent reputation
Support the outbound Sales team with strategic content
Educate new buyers or existing buyers who recently switched categories
Better clarify the company’s products and services
Communicate federal safety compliance and national food safety certifications

Growth-Driven Design

HubSpot Website Development

Our team approached the B2B website with the following defining strategies:

Develop a custom template within the HubSpot CMS to connect the website analytics with the sales CRM
Prioritize page structure and content to be the basis for a future SEO program
Organize product pages and navigational elements based on best practices for wholesale website design
Build a dynamic content feature on the homepage to showcase best-selling products

Integration with the CRM

The HubSpot Website CMS was a natural fit for this B2B website. It was critical for the Sbrocco Sales team to be able to link user actions and behaviors to contact records to help inform their communications with prospects.

With our team's help, their website is constantly tracking back to the CRM, including button interactions, form fills, and page views, which are now logged and associated with individual contacts.

Additionally, the custom reporting feature of HubSpot makes it easy for Sbrocco leadership to review the overall performance of their site, track qualified leads, see the status of deals currently in the pipeline, and track reasons for closed and won opportunities. The out-of the-box Sales Analytics Dashboard also makes it easy to track their Sales team productivity.