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How Signature Custom Cabinetry Built Their First Digital Marketing System and Automated Deal Tracking

Manufacturing

11-50 Employees

Sales Hub | Content Hub | Marketing Hub
How Signature Custom Cabinetry Built Their First Digital Marketing System and Automated Deal Tracking
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Background

Signature Custom Cabinetry is a B2B and B2C custom furniture company specializing in kitchens and home cabinetry for designers and builders across multiple U.S. regional markets, including Northern New Jersey, Philadelphia, Richmond, Charlotte, and Raleigh-Durham.
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Problem

Signature Custom Cabinetry was struggling with several operational challenges that were limiting their growth in the competitive custom furniture market:
Frustrated businessman in orange shirt holds head while balancing laptop, overwhelmed with stress lines Frustrated businessman in orange shirt holds head while balancing laptop, overwhelmed with stress lines
  • Complete Lack of Digital Marketing Infrastructure: They were operating almost entirely offline and wanted to launch digital strategies but had no email templates, landing pages, or digital lead capture systems to support their designer and builder relationships.
  • Unorganized Contact and Data Management: Their MailChimp contact lists were scattered, contained duplicates and invalid emails, and lacked a systematic way to segment designer versus builder audiences or track regional territories across multiple markets.
  • Manual Deal Tracking Without Visibility: They needed to count deal age from creation to close across their Prospecting Pipeline and Designer Onboarding Pipeline but had no automated way to track how long deals stayed in each stage, making it impossible to identify bottlenecks or optimize their sales process.
  • Disconnected Regional Territory Management: They were managing regional data in external spreadsheets for markets like Northern New Jersey, Philadelphia, and Virginia territories but needed this information integrated into HubSpot to properly track market penetration and prioritize opportunities by region and business classification.
  • Complex Multi-Pipeline Workflow Issues: Their Designer Onboarding Pipeline and Dealership Onboarding Pipeline had workflow conflicts, unnecessary stages, and automation problems that were creating duplicate deals and preventing proper lead progression through their 12-month onboarding timeline.

Signature Custom Cabinetry was operating with almost everything handled physically and had zero digital marketing capabilities, making it impossible to scale their designer and builder relationships or track deal progression across their regional territories.

 
 
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Solution

We delivered a complete digital transformation through a strategic 3-part approach that addressed their lack of digital infrastructure, data organization challenges, and manual tracking limitations.

 

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Email templates Standard, Full and Newsletter Email templates Standard, Full and Newsletter

Part 1: Digital Marketing Foundation and Email System Setup

Our HubSpot Expert team built their first professional email marketing system from scratch, creating three distinct email templates (Standard, Full, and Newsletter) using their brand design system and custom HubSpot modules. We implemented responsive layouts optimized for performance across all devices, ensuring their communications with designers and builders looked professional and consistent.

 

We also conducted a complete data cleanup and import process, handling their MailChimp migration while removing invalid contacts and properly segmenting their designer vs. builder audiences using custom properties and automated list creation.

Part 2: Automated Deal Age Tracking and Pipeline Optimization

We created a sophisticated deal age tracking system using calculated properties and automated workflows that count up from the deal creation date until closing across both their Prospecting Pipeline and Designer Onboarding Pipeline. This system automatically flags deals that fall "Off Pace" based on their 12-month timeline requirements.

 

Our team also optimized their pipeline structure by removing unnecessary stages (like CAD Assist), updating related automations to ensure smooth deal progression, and implementing proper workflow auditing to eliminate the duplicate deal creation issues they were experiencing.
Prospecting Pipeline Markets optimizated with a automated workflow for managing deals Prospecting Pipeline Markets optimizated with a automated workflow for managing deals
An automated workflow to manage territories with custom properties for business classification An automated workflow to manage territories with custom properties for business classification

Part 3: Regional Territory Management and Custom Views

We built a complete regional territory management system with custom properties for Business Classification (HSMD, MSMD, LSHD, LSMD) and Market segmentation across their eight regional territories. This system automatically organizes deals by region and business type, giving them the same visibility they had in external spreadsheets but fully integrated into HubSpot.
 
Additionally, we created customized filtered views in their Prospecting Pipeline that mirror their external tracking requirements, enabling automatic grouping and prioritization of opportunities based on regional performance and business classification criteria.
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Results

  1. Built Complete Digital Marketing Infrastructure: Signature Custom Cabinetry now has professional email templates, automated workflows, and digital lead capture systems that support their designer and builder relationships. This eliminated their dependence on physical-only operations and enabled scalable digital marketing campaigns.
  2. Implemented Automated Deal Age Tracking Across All Pipelines: The new system automatically tracks deal progression time and flags opportunities that fall behind their 12-month timeline. This visibility helps their sales team prioritize follow-ups and identify bottlenecks that were previously invisible in their manual processes.
  3. Created Regional Territory Management System: Custom properties and filtered views now provide real-time visibility into performance across their eight regional markets (Northern New Jersey, Philadelphia, Richmond, Charlotte, Raleigh-Durham, etc.), enabling data-driven territory management and resource allocation decisions.
  4. Eliminated Data Chaos and Duplicate Management Issues: Clean contact segmentation, proper lifecycle stage assignment, and automated list management replaced their scattered MailChimp data and manual contact organization, giving them reliable audience targeting for their marketing campaigns.
  5. Optimized Multi-Pipeline Workflow Performance: Streamlined automation eliminated duplicate deal creation, removed unnecessary pipeline stages, and created proper deal progression tracking that supports their complex 12-month onboarding process for both designers and dealerships.

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