Cashmaster International

Objective

Cashmaster came to House Digital with a marketing and CRM stack that had grown organically over time, and was beginning to show its limits. HubSpot was in place, Google Ads were running, and GA4 was collecting data, but none of these tools were talking to each other in any meaningful way. Attribution was fragmented, reporting was inconsistent, and the sales team had no visibility of what marketing was actually generating for the pipeline.

Email activity existed but lacked structure; there was no defined strategy, no mapped customer journey, and no reliable way to measure what was or wasn’t working. Paid investment was happening in isolation, with no clear line connecting spend to commercial outcome.

For a business operating across three territories with long, complex B2B sales cycles involving multiple stakeholders, this wasn’t sustainable. The infrastructure needed to match the complexity of the operation.

What We Did

We started by repositioning HubSpot as the central commercial backbone of the business, not just a contact database, but the operational hub connecting paid, organic, email and acquisition activity into a single, unified framework.

From there, we built out end to end attribution and reporting, creating clear visibility from the point of paid investment all the way through to pipeline outcome. For the first time, Cashmaster could see exactly what their marketing activity was generating in commercial terms.

We developed a full email strategy and customer journey, designed and built directly within HubSpot. Rather than one off sends, this introduced structured, lifecycle driven communications, with ongoing A/B testing embedded from the outset to drive continuous improvement over time.

The result was a fragmented, disconnected marketing stack transformed into a measurable, sales-aligned commercial engine, built to scale alongside the business.