The challenge: disconnected systems and limited resources
In the fast-moving world of biotech and AI, even the most innovative companies can struggle with something as fundamental as marketing infrastructure. That was the case for a US-based pharmaceutical and biotech AI company specializing in oncology drug discovery. Despite being at the forefront of artificial intelligence in healthcare, their internal marketing and sales systems were fragmented, slowing down growth and creating unnecessary roadblocks.
The company had only one marketer, new to both the organization and her role. With a website on WordPress and Salesforce as their CRM, they wanted HubSpot to become their single source of truth. This setup created silos between sales and marketing, preventing them from tracking their funnel from first touch to closed deal. They also had 800 contacts in Salesforce that needed to be migrated and cleaned before launching any campaigns.
Beyond technology, the lack of a clear sales and marketing process was an equally pressing problem. With no roadmap in place, every campaign felt ad hoc. Training gaps compounded the issue—without foundational knowledge of HubSpot’s tools, the marketer was left overwhelmed by technical setup tasks and an unclear strategy.
The solution: integration, training, and hands-on learning
- Salesforce integration: The consultant guided the team through setting up the HubSpot-Salesforce sync for full-circle reporting. Data migration was paired with a recommendation to use Kickbox for email verification to prevent high bounce rates.
- Project-based training: Instead of theory-heavy lessons, training was grounded in live projects. The team built a bottom-of-funnel landing page and email campaign, learning automation and campaign building by doing. They were then tasked with cloning the campaign for future use, ensuring repeatable, scalable workflows.
- Foundational HubSpot features: Training covered list segmentation, email marketing, automation, and campaign setup. By the end, the marketer had a clear roadmap and could confidently manage core marketing functions in HubSpot.
The results: a foundation for growth
- Automated marketing system: The company launched a live campaign complete with a landing page and automated workflows, reducing manual follow-up and ensuring inquiries were handled quickly.
- Data-driven decisions: With reports and dashboards in place, the team could track campaigns and event performance in ways that weren’t possible before.
- Empowered marketer: The once-overwhelmed team member now had the confidence and structure to manage HubSpot independently, with a clear roadmap for future campaigns.
Key lessons for similar companies
This story highlights a broader truth: even companies leading in AI and biotech innovation face operational bottlenecks when systems are disconnected. For organizations with lean teams, the right onboarding partner can mean the difference between stalled marketing efforts and scalable success.
A hands-on, project-based approach ensures that learning sticks and that busy teams see immediate results. Most importantly, it builds internal confidence so teams can take ownership of their marketing long after the onboarding ends.
Call to action
If your business is struggling to connect the dots between sales and marketing, media junction® can help you build the foundation for a unified, scalable system.
