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CCaaS•Website · Creatives · Content · HubSpot · Email Marketing
B2B marketing and HubSpot integration for a cloud telephony provider
A joined-up project covering website management, creative assets, content, HubSpot setup and email marketing, including a direct integration between HubSpot and Apex Cloud Telephony.
Client · Apex Cloud Telephony
- Website Design and Management
- Creatives
- Content
- HubSpot
- Email Marketing
About the client
About Apex Cloud Telephony
Apex Cloud Telephony is a cloud-based phone system that reduces costs and gives businesses all the functionality they need to communicate.
Built for B2B teams, the platform covers the calling, routing and collaboration features that modern companies rely on, with a focus on simplicity, reliability and value.
- Industry
- CCaaS
- Services provided
- Website Design and Management, Creatives, Content, HubSpot, Email Marketing
Overview
Project overview
Apex Cloud Telephony is a cloud-based phone system that reduces costs while giving businesses all the functionality they need to communicate effectively.
With a B2B go-to-market model, the company needed a marketing foundation that could support awareness, lead generation and customer follow-up, all working together instead of as separate silos.
Pineapple Digital Marketing supported Apex Cloud Telephony across website management, creative assets, content, HubSpot, email marketing and a direct integration between HubSpot and Apex Cloud Telephony, giving the sales team a clear, connected view of every prospect.
The challenge
Where things were breaking down
Before the project, marketing and sales activity was not joined up. The website, content, CRM and email channels were operating independently, which created a few practical challenges:
- The website needed regular updates and a clearer story for B2B buyers
- Creative assets were not consistent across campaigns and channels
- Content was not structured to support the full buying journey
- HubSpot was not configured to capture, score and route leads effectively
- Call data from the telephony platform was separate from the CRM record
- Email marketing was not connected to the CRM or lead data
The objective
Structured but simple
The goal was to build a connected marketing and sales system that reflected the full customer journey, from first website visit to sales call and follow-up. Key priorities included:
- Refresh and manage the website so it stays current and conversion-focused
- Create consistent creative assets that support the brand across channels
- Produce content that answers buyer questions at every stage
- Set up HubSpot CRM to capture, manage and route leads properly
- Connect Apex Cloud Telephony with HubSpot so call data is visible in the CRM
- Run structured email marketing that supports nurture and retention
The approach
Building on a clean foundation
We started with a short audit of the existing platforms, content and buyer journey, then prioritised the work that would create the biggest immediate improvements while setting up a scalable foundation.
Preparation
The initial phase focused on aligning the marketing and sales picture:
- Reviewed the website, HubSpot setup, creative assets and email activity
- Mapped the B2B buyer journey and the key conversion points
- Defined the lead capture, scoring and routing logic in HubSpot
- Agreed a content plan and a creative direction for the brand
- Planned the integration between HubSpot and Apex Cloud Telephony
Configuration
With the plan in place, we built the assets, connected the platforms and launched the campaigns:
- Designed and managed the website, keeping pages clear, fast and easy to update
- Produced a consistent set of creative assets for ads, email, social and sales
- Wrote and published B2B content for key pages, campaigns and nurture flows
- Configured HubSpot CRM, forms, lead scoring and lifecycle stages
- Connected Apex Cloud Telephony with HubSpot so calls and recordings are logged against contact records
- Set up email marketing campaigns and automated nurture sequences
- Created a reporting dashboard to track leads, calls, email engagement and pipeline
The integration between HubSpot and Apex Cloud Telephony was particularly important, it meant the sales team could see the full history of calls, emails and website activity in one place, without switching between systems.
The results
Immediate clarity and visibility
Apex Cloud Telephony now has a more connected marketing and sales operation.
- A website that is easier to manage and clearer for B2B buyers
- Consistent creative assets that can be reused across campaigns and channels
- HubSpot configured to capture, route and nurture leads effectively
- A direct integration between HubSpot and Apex Cloud Telephony for complete call visibility
- Email marketing campaigns connected to the CRM and customer data
- A reporting foundation that shows the full lead-to-call journey
Deliverables
What we delivered
- Website design and ongoing management
- Creative design assets and campaign collateral
- B2B content strategy and production
- HubSpot CRM and marketing setup
- HubSpot and Apex Cloud Telephony integration
- Email marketing strategy and campaigns
- Lead capture and nurture flows
- Reporting and optimisation framework
Key takeaways
What this project taught us
- A connected tech stack is more valuable than a collection of good tools
- Integrating telephony with CRM gives sales teams a fuller conversation history
- Creative consistency builds trust across every touchpoint
- Email and CRM should work together, not as separate channels
Need help connecting your marketing and sales tools?
If you want a joined-up website, content, HubSpot and email setup, including integrations with your existing platforms, feel free to get in touch.
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