HubSpot implementation for a frozen-dough manufacturer entering independent bakeries
An Australian frozen-dough manufacturer expanding into the independent bakery channel had no digital presence built for that buyer: its site ran on WordPress with no HubDB, and its only marketing support was an SEO-only retainer. We built its HubSpot portal from a blank account, embedding tracking and forms into the existing site, and shipped a three-stage gated offer set on a dedicated subdomain for the new segment.
Executive Summary
Context
The client is an Australian frozen-dough manufacturer selling into wholesale and foodservice channels, entering the independent bakery segment as a new line of business with no marketing infrastructure built around it.
What We Built
We built the client's HubSpot portal from a blank account, embedding tracking and lead-capture forms into its WordPress site and shipping a three-stage gated offer set on a dedicated subdomain for the independent bakery segment.
Tech Stack
- HubSpot Marketing Hub Professional
- HubSpot Sales Hub Professional
- WordPress
- Databox
- Flowmapp
- Trello
Not a fit if you need a full site rebuild rather than a bridge into an existing non-HubSpot CMS, because this build embeds tracking and forms into a live WordPress site. It also assumes you can coordinate around an already-running SEO-only retainer, and that someone keeps working the pipelines once the campaign ends.
The Challenge
Before this build, the manufacturer had no way to capture or qualify interest from independent bakeries. Its WordPress site didn't have any CRM-wired forms or a tracking script, and there was no record of who visited before they called or emailed.
Marketing support was limited to an SEO-only retainer. So nobody watched on-page behaviour or built anything that a sales team could work from.
Our Approach
We ruled out rebuilding the site natively in HubSpot's CMS. It ran on WordPress with no HubDB, and the SEO-only retainer was scoped around that site staying in place.
Instead, we pointed DNS at a new HubSpot instance, embedded HubSpot's tracking script into the WordPress theme, and added a heat-mapping script. That gave the marketing team visitor data on a site it had run blind. Ad-account pixels went in per paid channel for attribution.
The assets formed a three-stage offer set: a top-of-funnel education piece, a middle-of-funnel calculator, and a bottom-of-funnel assessment tool with a book-a-visit path and a request-a-sample path. We hosted the set on a subdomain that's decoupled from the retainer's site, so the campaign can change without touching the work on the main site.
Once the portal was live, one deal pipeline could not describe how independent-bakery deals closed. A standard demo-to-contract motion and an on-site bakery assessment motion needed different stage gates, so we built a second Sales Hub pipeline, Route Channel, with On-Site Bakery Assessment, On-Site Assessment Complete, Follow Up After Bakery Assessment and Price List Sent ahead of Closed Won or Closed Lost, while the Sales Pipeline kept its own stages through Contract Sent. New contacts route to a rep by their state property, New South Wales volume splits round-robin across two regions, a two-day delayed task fires after an assessment and again after a price list, and a Friday 8am AEST task reviews that week's closed-won deals. A contact whose state matches no rule goes to a named reviewer rather than sitting unassigned.
Impact
A working inbound funnel where none existed
The build gave the manufacturer a working inbound channel on its existing site, so a bakery owner reading the gated content left a trackable trail instead of vanishing after a page view. Forms fed straight into HubSpot, so a lead could be worked without re-typing details from an inbox.
A dedicated acquisition path for a new buyer segment
The three-stage offer set was built around the independent bakery buyer, separate from the manufacturer's wholesale and foodservice channels, so a prospect saw content addressed to their own decision. Hosting it on its own subdomain let the funnel launch and change independently of the retainer's site.
Visibility into a site the team had never measured
The tracking script and heat-mapping that were installed with the offer set gave the team its first record of how visitors moved through the site, because no client-side instrumentation existed before this build. Ad-account pixels tied behaviour back to the paid channel that sent it, so spend could be judged against engagement rather than clicks alone.
Infrastructure built to carry the campaign's own targets
The build was scoped to the campaign's own business case: a nine-month paid push aimed at 20 marketing-qualified leads and 5 new customer accounts a month. Landing pages, forms and pixels were in place before that spend began, so the campaign launched measurable from day one.
HubSpot's tracking script was added into the WordPress theme rather than requiring a platform migration, with lead-capture forms wired to submit into HubSpot. The client kept its existing site and domain authority while gaining CRM-connected forms and page-level tracking.
Pixels for Facebook and Instagram, LinkedIn and Google were installed against the offer pages, with a heat-mapping script running alongside HubSpot's own tracking. Together they gave the team attribution by channel and a visual record of where visitors dropped off.
The funnel moved a visitor through a top-of-funnel education piece, a middle-of-funnel calculator, and a bottom-of-funnel assessment tool, closing with a book-a-visit and a request-a-sample path. Each stage had its own landing page, thank-you page and email template for an independent-bakery buyer.
The gated funnel was hosted on its own subdomain rather than built into the client's main WordPress pages, so the campaign could ship and change on its own schedule, clear of the work the SEO-only retainer was managing on the primary site.
The manufacturer's WordPress site used to have no CRM-wired forms or tracking script. Now HubSpot's tracking and heat-mapping scripts sit in the WordPress theme, and its forms submit into HubSpot. We ruled out rebuilding the site in HubSpot's CMS. The three-stage offer set lives on its own subdomain, so the campaign can change without touching the main site.
FAQ
You embed HubSpot's tracking script and connect its forms into the existing site's theme rather than migrating the site. That's what happened here on a WordPress site with no HubDB: the client kept its domain and pages, and gained CRM-connected forms, tracking and heat-mapping.
A blank HubSpot account needs DNS pointed at it, a tracking script installed, ad pixels per paid channel, and templates for the campaign; here that meant landing pages, thank-you pages and emails for a three-stage gated offer set for a new buyer segment, none of which existed before the build.
