A Global Food Ingredients Leader's HubSpot Marketing Foundation: From SAP Sunset to Global Scale
- Industry: Manufacturing
- Company Size: Entreprise (10,000+ employees, $5B revenue)
- Services: Marketing Hub Implementation, SAP C4C x HubSpot Integration, Data Migration
1. Assessment and Pilot Design
We started with the BELUX market as the MVP. This approach let us validate the integration architecture and campaign workflows before committing to a global rollout. We mapped their existing processes, identified the critical data flows from SAP CRM, and designed templates that local teams could use independently.
2. SAP CRM Integration and Data Migration
Elixir supported the integration to replicate contacts, companies, and order data from SAP C4C into HubSpot. This included both the initial historical load and ongoing synchronization. The order history data became the foundation for purchase-based segmentation, allowing the team to identify active buyers of specific product lines for cross-selling campaigns.
3. Marketing Hub Configuration
We configured Marketing Hub Enterprise with email templates, workflow automations, and reporting dashboards. The focus was on creating reusable assets. Every template and workflow was designed with global rollout in mind so that other markets could adopt them with minimal customization.
4. Team Enablement
We ran onboarding sessions with the BeLux team, combining technical setup support with hands-on campaign creation. The pilot campaign focused on cross-selling, targeting buyers of one product line with complementary offerings.
Purchase-Based Segmentation for Cross-Selling
The integration went beyond basic contact synchronization. By bringing order history from SAP into HubSpot, we enabled a new capability: segmentation based on actual purchasing behavior.
1. Active Buyer Identification: The team builds lists of customers who purchased specific products within defined timeframes, without manual data exports or IT requests.
2. Cross-Sell Targeting: By analyzing which products complement each other, marketing runs campaigns to existing customers most likely to benefit from additional product lines.
3. Campaign Attribution: Custom dashboards show not only who engaged with a campaign, but also connect that engagement back to the customer's purchase profile.
This means marketing decisions are grounded in real commercial data, not assumptions. For a company operating across 100+ countries with complex distributor networks, this capability turns HubSpot into a commercial intelligence tool, not a send-and-hope email platform.
Read more customer reports:
Mondi's HubSpot x SAP C4C V2 Integration
Mondi shifted to self-service campaigns with SAP C4C V2, gaining full visibility and faster, aligned marketing and sales.
Bosch Rexroth overcame commercial department disconnection and gained unified customer visibility with HubSpot and SAP C4C integration.
