Optimizing HubSpot to Build a Fully Self-Sufficient Marketing Team That Drives Growth
Client Overview
Impossible Foods is a global food producer developing plant-based substitutes for meat products, best known for its signature Impossible Burger. The company serves a complex, dual audience of both direct consumers (B2C) and business partners (B2B), including restaurants and distributors. As a high-growth, innovative brand, Impossible Foods relies on its digital marketing to drive engagement and loyalty across its diverse market segments.
60% Increase in Email Open Rates
A targeted technical and creative fix significantly improved engagement across all email sends.
Unified B2B and B2C Email Operations
Both programs now run on one agile system, making execution faster and more consistent.
Full Independence for the Marketing Team
Marketers can create and update all email assets without external support or bottlenecks.
44+ Weekly Newsletters and 50+ Campaigns Delivered
A streamlined process enabled high-volume publishing across programs in a single year.
Zero-Downtime Rebrand Execution
The team navigated a complete company rebrand while maintaining uninterrupted communications.
Erin Dress
Director of Product Marketing
The Challenge
Impossible Foods' email marketing program, a critical channel for its B2B and B2C audiences, was constrained by technical glitches, resource limitations, and operational complexity. The marketing team needed a partner who could solve urgent performance issues while building a scalable foundation for growth, all during a period of significant brand transformation.
Critical Email Performance Issues
A persistent clipping bug was distorting engagement metrics and harming campaign performance. Mole Street rebuilt email templates to resolve the issue, ensuring accurate data and reliable rendering across clients.
Internal Resource Constraints
Limited capacity and HubSpot expertise created execution bottlenecks for the internal team. Mole Street provided senior-level support to stabilize operations, translate strategy into workflows, and equip the team for faster deployment.
Disconnected B2B and B2C Marketing
Separate systems for B2B and B2C efforts caused inefficiencies and inconsistencies. Mole Street unified campaigns under a single HubSpot framework, standardizing workflows, data, and reporting to improve alignment and brand continuity.
Key Deliverables
Email Optimization
Rebuilt templates to fix clipping issues and restore accurate engagement metrics across all major email clients.
Technical Audit
Identified and resolved rendering problems to ensure consistent performance and a reliable subscriber experience.
Expert Support
Provided senior level HubSpot execution to relieve internal bandwidth pressure and accelerate delivery.
Process Enablement
Developed workflows and campaign assets that support faster, more consistent execution across teams.
Unified Framework
Combined B2B and B2C marketing into a single HubSpot instance to simplify management and eliminate silos.
Brand Consistency
Standardized templates, workflows, and reporting to create a cohesive brand experience at every touchpoint.
The Solution
Mole Street partnered with Impossible Foods to transform its email marketing program from a constrained, reactive function into a strategic, high-performance engine. The engagement focused on resolving critical technical issues, unifying B2B and B2C communications, and empowering the internal team—all while navigating a live company rebrand.
Immediate Technical and Creative Resolution
Mole Street quickly identified and resolved critical email issues that were suppressing engagement and distorting performance data. Rendering reliability was restored across clients, tracking accuracy improved, and confidence in the email channel was reestablished.
Unified Growth-Driven Design System
A modular email design system was developed to support dual B2B and B2C audiences during a live rebrand. Responsive templates, custom brand assets, and cross-client testing enabled internal teams to manage content without developer support.
High-Velocity Campaign Execution
Mole Street enabled the team to sustain a steady flow of high-quality campaigns. The team produced 44 newsletters and over 50 segmented sends while managing segmentation, deployment, and reporting end-to-end.
Strategic Process and Enablement
A structured operational framework was put in place through weekly syncs, quarterly planning, and system training. The team was equipped to manage HubSpot email operations independently, and automation was optimized through Salesforce–HubSpot alignment.
Agile Brand Integration
During an active rebrand, Mole Street ensured seamless continuity across campaigns. Brand updates were incorporated into the design system in real time, maintaining visual consistency while sustaining delivery momentum without disruption.
Before and After Mole Street
Email Performance
Before
Suppressed open rates due to email clipping
After
60% increase in open rates
Impact
Significant boost in engagement and campaign ROI
Marketing Independence
Before
Dependent on external support for execution
After
100% self-sufficient marketing team
Impact
Faster, more agile campaign delivery
Brand Consistency
Before
Disjointed B2B and B2C messaging
After
Unified email template system
Impact
Cohesive brand experience across audiences
Campaign Velocity
Before
Execution bottlenecks slowed output
After
44 plus weekly newsletters and 50 plus campaigns per year
Impact
Sustained market presence and engagement
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