From fragmented systems to seamless growth: how one health-focused agency unified marketing and sales
When a mid-sized communications firm in the health and life sciences sector set out to modernize its marketing, they discovered that outdated systems were holding them back. Their website ran on WordPress, their forms were scattered across platforms, and customer data lived in a separate CRM. Without a single source of truth, their marketing team couldn’t see which campaigns were working—or nurture leads effectively once they came in.
The stakes were high. As a partner to leading pharmaceutical, biotech, and medical device companies, this firm needed precision and efficiency across every touchpoint. Instead, siloed tools meant manual workarounds, missed opportunities, and mounting frustration for both marketing and business development teams.
The turning point: choosing HubSpot as a growth platform
To break free from fragmented workflows, the agency invested in HubSpot. But technology alone wasn’t enough. They needed structured onboarding and expert guidance to configure HubSpot correctly, integrate with existing systems, and train their team to adopt new processes.
They engaged in a guided 90-day onboarding program with weekly and bi-weekly sessions led by a HubSpot Certified Trainer. These sessions provided the foundation: CRM setup, campaign building, and strategies for lead capture. With expert support, the firm began to see how HubSpot could be the engine that connected marketing activity to business outcomes.
Building the connections: integration and automation
One of the most complex hurdles was linking HubSpot to Pipedrive, the CRM still in use by the business development team. At first, contacts, notes, and ownership assignments failed to sync reliably. Lifecycle stages didn’t update automatically. Leads slipped through the cracks.
Through custom fields, workflow automation, and careful troubleshooting, the team established a bidirectional sync between HubSpot and Pipedrive. The integration ensured that new form submissions were automatically assigned, tagged, and routed to the right owner. Lifecycle stages updated consistently, eliminating guesswork and manual fixes.
They also replaced non-HubSpot forms with native HubSpot forms, connected tracking codes, and consolidated ad and social reporting within the platform. For the first time, the firm could follow a lead from a paid LinkedIn click to a form submission and through to a closed deal in Pipedrive.
Early results: cleaner data, faster lead management, stronger campaigns
Within months, the benefits were clear:
- Streamlined lead management: Automated workflows ensured no new lead was left unassigned.
- Data integrity: Cleaner, more reliable records provided confidence in reporting.
- Campaign efficiency: Centralized campaign tagging made it easier to measure ROI across ads, email, and landing pages.
Perhaps most importantly, the team itself gained confidence. With training and hands-on practice, they learned how to troubleshoot issues, build custom automations, and design future campaigns. What once felt overwhelming—fragmented systems, disconnected data—was replaced with clarity and control.
Looking forward: laying the groundwork for advanced strategies
By consolidating their tech stack and creating reliable data flow, the agency opened the door to more sophisticated marketing. AI-powered segmentation, advanced lead scoring, and personalized nurturing are no longer abstract goals—they’re next steps in an achievable roadmap.
This transformation highlights a lesson many growing firms face: technology alone won’t solve operational challenges. It takes guided onboarding, thoughtful integration, and team adoption to unlock the true value of platforms like HubSpot.
For this health-focused communications firm, the payoff is already evident. They’ve gone from struggling with fragmented tools to running a streamlined system that tracks ROI and sets the stage for smarter, scalable growth.
Ready to transform how your sales and marketing teams work together? Talk to us about building a HubSpot foundation that grows with you.
