HubSpot Case Study: New Website & CRM for Lambda

The challenge

Lambda was ready to modernize their website and sales CRM after neglecting their image and critical processes in pursuit of cutting-edge products for over 30 years.

The company had accumulated technical debt for decades, resulting in an outdated website and inadequate sales CRM. Historical data was inconsistently organized, and the process from marketing to fulfillment lacked historical tracking.

These approaches created inefficiencies and gaps in the workflow and kept valuable information out of reach from analysis and insights.

1. Modernize Lambda’s website with a fresh design that conveys their innovations and could be easily updated.

2. Transform Lambda’s CRM for process efficiency and data organization.

Process

For the website process, we:

used Figma to set up the color palette, icons and typography as a style guide, then created a home page design and a few variations of the hero banner.
built out the site itself in HubSpot CMS, using our own B2B Engine Pro theme as the base.
translated most of the design right into the B2B Engine Pro theme, as it contained nearly all the modules we needed right out of the box.
applied site-specific design elements, including background gradients, section dividers, gradient accent lines and underlines, and custom buttons.
created the remainder of the site pages based on the approved home page style.
built custom modules for a number of key features, including the distributors map on the contact page.
facilitated a smooth site migration, including automatically importing 500+ support pages into a support blog and manually reviewing al

Outcome

Lambda's new website is a major upgrade from the old one. It's easier to maintain and update, while also delivering a modern brand image and better user experience.

The Lambda team was thrilled with the site’s look and feel. Usage on the site has increased markedly. Lambda is now using the site as part of their assets and collateral as well.

The new site’s rollout coincided with the improvements made to Lambda’s CRM, effectively supporting a new phase of customer interaction and engagement.

Goals

The goals for the CRM rebuild were to modernize, upgrade, and integrate key functions to support the entire customer journey, and provide the means to continue to scale and evolve to match Lambda’s growth.

It was clear from the start that transforming Lambda’s CRM called for a solution beyond standard implementation and would require dedicated customizations.

We kept sight of ease of use as a core priority, balancing complex data structures and their relationships with clarity and usability, and established specific SOPs.

Process

Our multiphase approach around the actual CRM rebuild included:

Discussion Discussion and due diligence to ensure all points of view and pain points were considered.
Discovery Exploration of the existing system to pinpoint what worked and what didn’t, inventory the functionalities that need to be replicated, and establish new SOPs.
Proposal Overall narrative of the project and initial plan was drafted and approved before work began.
Data Remapping of historical data — data was exported, cleaned, and then processed data from Lambda’s former CRM into the new CRM platform.
Reviews Systematic, cadenced reviews of progress with the Lambda team, using the outcomes to make incremental and iterative improvements to the initial plan.

Tools and customization

Recognizing that the full CRM solution would require customization shaped our approach from the start. We deployed a whole range of HubSpot tools and customizations to craft the CRM setup for Lambda, including:

HubSpot CMS
HubSpot Sales Enterprise
Custom objects
Custom quotes
Quickbooks Integration
HubSpot Payments
HubSpot Service Hub
Service pipeline for processing orders

OBJECTIVE 2: LAMBDA CRM

The Outcome

The new CRM streamlines marketing, sales, and fulfillment. It simplifies information retrieval and promotes collaboration, support, and better decision-making. It also standardizes the sales process, easing the onboarding of new team members.

The new website and CRM Platform have energized the Lambda team, who were involved in the process and are excited to learn the system and improve Lambda's CRM.