Sbrocco International · Wholesale Fruit Importer · B2B
HubSpot CMS Enables B2B Sales for an International Fruit Importer
Sbrocco International is a veteran- and woman-owned wholesale fruit importer with over 30 years in the business. They import premium-quality fruit from around the world and sell to sophisticated B2B buyers who need detailed product information, food safety documentation, and seasonal availability data before making purchasing decisions.
I was brought in to design and build a modern digital platform that could support that complex sales process end-to-end — from first discovery through to qualified lead and closed deal. That meant building in HubSpot CMS, integrating the CRM, developing a full SEO strategy, and creating educational content that actually moved buyers through the funnel.
Scope of Work
- Competitor Analysis
- UX + UI Strategy
- HubSpot Website Design
- HubSpot Website Development
- HubDB Product Library
- Keyword Research
- On-Page SEO
- Technical SEO
- Educational Content Strategy
- Website Content Strategy
- HubSpot CRM Integration
- Lead Tracking Setup
- Sales Reporting
- Behavioural Analytics
The Challenge
A 30-Year Business with a Website That Didn’t Match Its Expertise
The existing website couldn’t communicate the depth and quality of Sbrocco’s offering. I audited it against competitors and identified exactly where it was failing to convert sophisticated B2B buyers.
Sbrocco’s buyers need product specs, food safety certifications, and seasonal availability data before they’ll engage a sales rep. The old site had none of that in an accessible, organised format.
The sales team had zero visibility into which prospects were visiting the site, what they were looking at, or where they were dropping off. There was no CRM connection, no behavioural data, no pipeline.
Product information was static and manually maintained. Any update to the catalogue required a developer. I identified this as both a UX problem and a long-term scalability risk.
My Role
Digital Marketing Consultant
- Led the full website strategy, UX design, and development in HubSpot CMS — from discovery and architecture through to launch
- Built the HubDB-powered dynamic product library myself, creating a scalable catalogue system the team can manage without developer support
- Personally executed keyword research, competitor analysis, on-page SEO, and technical SEO implementation across every page
- Developed the educational content strategy and wrote the buyer-facing content, including the “When to Buy” seasonal availability tool
- Integrated HubSpot CRM with the website, configuring lead tracking, behavioural analytics, and sales reporting dashboards
Strategy & Execution
B2B Website Design & Development
- Ran a thorough competitor analysis to benchmark Sbrocco against the best digital experiences in wholesale food importing — then built a strategy to exceed them
- Designed an eCommerce-inspired site architecture with a 3-tier page structure, organising products into intuitive categories that mirror how B2B buyers actually shop
- Built the full site in HubSpot CMS myself — desktop and mobile, UX-led throughout, with clear navigation paths from discovery to enquiry
Dynamic Product Library via HubDB
- Identified static product pages as a scalability blocker early in discovery and proposed a HubDB-driven solution to replace them
- Designed and built the full HubDB schema and front-end templates myself, creating a dynamic product catalogue the team can update without touching code
- Built in fields for product specs, food safety certifications, origin data, and seasonal availability — everything a B2B buyer needs to make a purchasing decision
SEO Strategy & Implementation
- Conducted the full keyword research and competitive analysis myself, mapping search intent across product categories, food safety queries, and seasonal buying terms
- Implemented on-page SEO across every page — keyword placement, metadata, header structure, and internal linking all personally configured
- Executed the technical SEO audit and resolved crawlability, site speed, and structured data issues prior to launch
Educational Content Strategy
- Developed the full content strategy around a key insight: Sbrocco’s buyers are sophisticated professionals who need education, not just product listings
- Wrote and designed the “When to Buy” seasonal availability chart — a unique educational tool that helps buyers plan purchases around harvest cycles
- Created SEO-optimised service and product content that spoke directly to the needs of wholesale buyers, distributors, and food service operators
CRM Integration & Lead Tracking
- Integrated HubSpot CRM with the new website, creating a live connection between user behaviour on the site and the sales team’s pipeline
- Configured tracking for product page visits, form submissions, and content interactions — giving the sales team real intelligence on prospect intent before they picked up the phone
- Built custom reporting dashboards so leadership could see website performance, lead volume, and conversion data in one place
UX & UI Strategy
- Designed the full UX strategy around the B2B buyer journey — ensuring every page had a clear next step and that product discovery was intuitive on any device
- Oversaw mobile responsiveness across every template, running QA on desktop, tablet, and mobile before launch
- Built in accessibility best practices throughout — contrast ratios, semantic HTML, and keyboard navigation all tested and confirmed
Results
A Digital Platform That Sells
The SEO strategy I researched and implemented drove 7 keywords into top-20 rankings within the first month of launch — immediate organic visibility in a competitive food import market.
The eCommerce-inspired architecture and dynamic product library I built dramatically improved product discoverability and kept buyers on the site longer with the information they needed to act.
The CRM integration I configured gave the sales team live behavioural data on prospects — they could see what products a lead had viewed before a single conversation happened, accelerating qualification significantly.
Conclusion
Sbrocco International had the product, the expertise, and the client relationships — what they were missing was a digital presence that could do the selling before the sales team even got involved. I built that platform from the ground up: a HubSpot CMS website designed around the B2B buyer journey, a dynamic product library that scales without developer support, and a CRM integration that turns website visits into sales intelligence.
Within the first month of launch, organic rankings were already moving. The sales team had visibility into prospect behaviour for the first time. And a 30-year business finally had a digital presence that matched what they’d built offline.