Case Study: HubSpot CMS as RevOps Infrastructure

How HUBX Turned Its Website Into a Revenue Operations Engine

As part of a wider RevOps rebuild, Arise GTM migrated HUBX from WordPress to the HubSpot CMS, integrating CRM and Drift to increase sales productivity and reduce operational friction.

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Overview

HUBX is a fintech platform transforming private placement and loan syndication for banks and financial institutions. As inbound demand increased, their WordPress website became a constraint—disconnected from CRM, slow to update, and operationally inefficient.

Arise GTM was engaged to deliver a full RevOps rebuild, including CRM migration, Drift integration, workflow automation, reporting, and enablement. As part of that programme, the website was migrated from WordPress to HubSpot CMS and rebuilt as the front door of the revenue system.

The outcome was not just a new website, but a CMS that actively supports qualification, routing, data quality, and sales efficiency—allowing a lean team to handle higher inbound volume with less friction.

See the HubX RevOps Case Study

The Challenge

WordPress was no longer fit for HUBX’s operating model.

Key challenges included:

Website updates required developer support, slowing execution
No native CRM integration—forms and enquiries were handled manually
Drift existed but wasn’t fully connected to workflows or reporting
Sales reps spent time disqualifying low-fit inbound leads
Marketing, chat, and sales data lived in silos
Leadership lacked visibility across the inbound funnel

As a fintech selling into regulated financial institutions, this fragmentation created operational drag and scaling risk.

Objectives

The goal was not a cosmetic redesign. HUBX needed the website to sit inside a broader RevOps transformation, not alongside it

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Migrate from WordPress to a secure, scalable CMS

Integrate website activity directly into HubSpot CRM

Enable Drift to qualify and route leads automatically

Reduce admin and manual lead handling for sales

Improve data quality and reporting across teams

Support RevOps workflows end-to-end

The Strategic Breakthrough

Rather than treating HubSpot CMS as a content platform, Arise GTM positioned it as revenue infrastructure.

The website became:

The primary data capture layer
A qualification and routing engine
A trigger point for CRM workflows
A source of real-time behavioural insight

By unifying CMS, CRM, Drift, and automation, HUBX moved from a static website to a connected RevOps system.

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Our Approach

1. HubSpot CMS Migration & Architecture

Migrated the website from WordPress to HubSpot CMS
Rebuilt templates using modular, drag-and-drop components
Reduced dependency on developers for updates
Improved security and reduced technical debt

2. CRM & Drift Integration

Fully integrated Drift chat with HubSpot CRM
Automated lead qualification and disqualification
Routed high-intent leads directly to the sales team
Ensured chat, forms, and email activity lived in a single contact record

3. RevOps Enablement

Automated data enrichment within the CRM
Connected inbound and outbound nurture sequences
Built reporting across website, chat, and sales activity
Gave leadership a clear view of funnel performance

4. Conversion & Optimisation
Framework

Enabled A/B testing directly within HubSpot CMS
Established a growth-driven design approach
Allowed continuous iteration without engineering bottlenecks

What This Enabled

HUBX can now:

Scale inbound demand without increasing headcount
Move faster across marketing, sales, and operations
Trust CRM data for reporting and decision-making
Treat the website as part of the revenue engine—not a brochure

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Case Study: HubSpot CMS as RevOps Infrastructure

How HUBX Turned Its Website Into a Revenue Operations Engine

Overview

The Challenge

Objectives

The Strategic Breakthrough