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Case Study

The HubSpot Transformation behind
Convergent Water Controls

Convergent Water Controls logo

Over a multi-year partnership, Lupo helped CWC Onboard HubSpot as a foundation to Sales, CRM, Content, Marketing and SEO effort turning their customer and CRM data into an asset powering sales and customer engagement. This foundation embed a practical, scalable growth system for each function that keeps evolving, and expanding CWC's capability to scale growth and achieve annual revenue goals.

Marketing Sales CMS Industry CRM & Integration AI Video

7-year partnership

From HubSpot onboarding to ongoing advisory.

Marketing

7 Key Brands, Full-funnel Marketing Strategy and Campaign launch over 12 months

Sales Operating System

Sales Pipeline visibility enables response time activation from 5-7 or more days, to 24 hours.

About the client

About Convergent Water Controls

Convergent Water Controls (CWC) is an Australian industrial water-treatment and water-controls business. Lupo began as CWC's HubSpot onboarding and implementation partner in 2019, and the relationship has grown into a long-term, multi-layered partnership - spanning CRM and sales optimisation, inbound and content, AI upskilling, and brand and capability video. This is a partnership story, not a one-off project.

Industry
Industrial water treatment / controls
Client since
2019
HubSpot
Marketing Hub Pro · Sales Hub Pro
Engagement
7-year partnership
Scope
Onboarding → CRM → content → AI → video → advisory

The challenge

Owning HubSpot wasn't the same as getting value from it

Core problem

CWC needed to turn HubSpot from a new, under-optimised platform (began on Marketing and Sales Starter tools) into a practical, scalable system their team could actually use for sales, customer management, reporting and growth - with mixed CRM maturity and limited visibility into where leads were leaking.

An under-used platform

The business owned HubSpot but needed onboarding and guidance to get real operational value from it, not just licence access.

Mixed CRM maturity

Team members ranged from novice to experienced, and needed training, practical support and ongoing advice to adopt HubSpot confidently.

Limited visibility & lead leakage

Incomplete visibility across marketing, lead capture, lifecycle and sales follow-up made it hard to see where leads were leaking and revenue was being lost.

One-off vs ongoing

CWC needed continuous optimisation across strategy, reporting, data, content and process - not a single setup that stood still.

The solution

A partnership that evolved, phase by phase

Lupo acted as both implementation partner and long-term enablement partner - first helping CWC onboard and structure HubSpot correctly, then staying alongside the team as the scope grew into content, AI and creative.

Convergent Water Controls team working with Lupo on their HubSpot partnership
  1. Phase 1

    Onboarding & implementation

    A solid HubSpot foundation: accredited onboarding, portal and platform audits, CRM implementation, data blueprint and initial setup.

  2. Phase 2

    Adoption, support & training

    A team confident on HubSpot: ongoing technical support, hands-on training and AI upskilling, taking the team from mixed CRM maturity to confident daily use.

  3. Phase 3

    Sales, CRM & reporting optimisation

    Visibility and a sharper sales process: pipeline and lifecycle refinement, sales-process support, reporting and dashboards, data and migration guidance, and licensing/upgrade advisory.

  4. Phase 4

    Inbound & content-led growth

    A working demand engine: SEO (including AI-driven search), topic-cluster strategy, landing pages, blog, email nurture, smart-content personalisation, customer-journey mapping, social/content coordination, and paid-media strategy (advisory).

  5. Phase 5

    Brand video & advisory

    Telling the CWC story: planning and production support for CWC brand and capability video assets, plus strategic workshops and ongoing advisory as a retained partner.

Solution Stack

HubSpot CRM & Revenue Operations

  • CRM (contacts, companies, deals)
  • Pipelines & lifecycle / lead status
  • Forms, lists & segmentation
  • Reporting & dashboards
  • Meetings & sales process
  • Automation / nurture workflows
  • Data & migration guidance
  • Licensing / upgrade advisory

Inbound & Content-Led Growth:

  • SEO & AI-driven search
  • Topic-cluster strategy
  • Landing pages & blog
  • Email campaigns & nurture
  • Smart-content personalisation
  • Customer-journey mapping
  • Social / content coordination
  • Paid media & ads (advisory)

Strategy, Enablement & Creative:

  • Accredited onboarding & audits
  • Implementation & setup
  • Training & AI enablement
  • Strategic workshops
  • Brand & capability video
  • Ongoing technical support
  • Long-term advisory
Marketing Sales CRM SEO & AI Search Content Email Smart Content Social AI Enablement Brand Video Advisory

The results

A faster sales cycle, and a partnership that keeps growing

HubSpot matured from a lighter marketing setup into a much more capable revenue and marketing platform, with substantial growth in content and campaign infrastructure and a materially shorter sales cycle.

Marketing

7 Key Brands, Full-funnel Marketing Strategy and Campaign launch over 12 months

67 landing pages published

Across the transformation programme

57 blog posts published

Clustered across 7 key brand topics

13 automation workflows & email campaigns

Supporting lead generation & nurture

21 forms

Built across the 7 key brands

Published live in the first 12 months, clustered across 7 key brand topics and campaigns to support brand lead generation and nurture.

Sales Operating System optimisation

Sales Pipeline visibility enables response time activation from 5-7 or more days, to 24 hrous.

SEO

CWC Top 5 in Google Search results for 7 key brands over 4 years (post Lupo SEO topic cluster publication)

Many phases: one partnership

CRM, Content, SEO, AI enablement, brand video

From resistance to confident adoption

A team once wary of CRM now runs its day on HubSpot, supported by ongoing training and AI upskilling.

Visibility over lead leakage

Better alignment between marketing and sales follow-up, with stronger campaign structure and segmentation across the funnel.

A partnership that expanded

Scope grew from CRM into content, social, AI enablement and brand video - a retained partner, not a one-off provider.

Before & after

What changed for CWC

Before

After

HubSpot owned, but under-used
HubSpot as a scalable growth system
Mixed CRM maturity across the team
Confident adoption + AI upskilling
Limited funnel visibility & lead leakage
Visibility across funnel & segmentation
Marketing & sales follow-up not aligned
Digital native, AI-enabled Sales team and machine
Legacy, non-digital Sales team
A retained partnership: content, video & advisory

The client's voice

In their words

The term 'CRM' sends shivers down most salespeople's spine, especially an old dog like me. Quite frankly, I would have drowned in the complexity of HubSpot - but not so. With the continual guidance and support from Glenn at Lupo Digital, the transformation from old school to new has been smooth. Cheers Glenn, you are part of the CWC team.

Andrew Hill Sales, Convergent Water Controls

Questions buyers ask

FAQ

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