Mape is a Spanish healthcare company focused on healthcare consulting, medical supply distribution, and clinical equipment for both public and private organizations. The company also operates Salunatur, an online parapharmacy that sells health, personal care, cosmetic, and hospital products to both B2B and B2C customers.
As the business continued to grow, the team needed a better way to connect sales, marketing, and customer service across the company. Different teams were working with disconnected systems, and key customer information was spread across multiple platforms and processes.
Mape needed a way to bring its commercial activity, e-commerce data, and customer support operations into one connected system. At the same time, Salunatur needed greater visibility into customer behavior, campaign performance, and online order support in order to keep growing its e-commerce business.
To support that growth, Mape partnered with HubSpot and implemented Sales Hub, Marketing Hub, and Service Hub together with a PrestaShop integration for the Salunatur e-commerce store.
Before HubSpot, Mape’s teams were managing information across separate tools and workflows depending on the department or customer type. This created gaps between sales, marketing, and customer service, making it harder to track customer interactions and coordinate follow-up activities across the business.
The sales team needed a more organized way to manage opportunities across different B2B customer groups, including pharmacies, clinics, public organizations, and companies. At the same time, the marketing team needed access to reliable e-commerce and campaign data in order to improve lead generation and customer retention efforts.
For Salunatur specifically, e-commerce activity and customer information were not fully connected. This limited the team’s ability to build targeted campaigns, recover abandoned carts, and personalize communication with customers based on their behavior and purchase history.
Customer service teams were also dealing with online order incidents through disconnected processes, which made it harder to manage response times and keep visibility across cases.
The biggest challenge was not just managing more data but getting every team to work from the same customer context. Without connected systems, it became difficult to scale operations efficiently or create a consistent customer experience across sales, e-commerce, and support.
To solve these challenges, Mape implemented HubSpot Sales Hub, Marketing Hub, and Service Hub as a connected system across the company, while integrating HubSpot with the Salunatur PrestaShop e-commerce platform.
The goal was to give every team access to the same customer activity, automate repetitive work, and improve coordination between departments.
Sales Hub became the main platform for managing commercial activity across Mape’s different B2B customer groups.
The sales team organized pipelines based on customer type and centralized all communication, activities, and follow-up tasks inside HubSpot. This gave teams real-time visibility into deals, customer history, and pending actions.
Workflows were also implemented to automate repetitive tasks, reminders, and internal processes that were previously handled manually.
Instead of working across disconnected spreadsheets and processes, sales teams could now manage their daily activity from one place with full visibility into the pipeline.
Mape also created customized reporting dashboards for each commercial team, making it easier to track lead management, sales calls, and opportunity progression on a weekly basis.
Mape used Marketing Hub to connect e-commerce activity with its marketing and customer retention strategy.
Through the integration between HubSpot and PrestaShop, the marketing team centralized customer and purchase information from Salunatur’s e-commerce platform. This allowed the team to create more targeted campaigns based on customer interests, buying behavior, and engagement history.
The team also launched automated campaigns for abandoned cart recovery, promotions, branding, and customer loyalty through email marketing and social media tools.
One of the most important initiatives was a three-step abandoned cart email workflow that helped recover 10% of abandoned purchases.
With e-commerce and CRM data connected, the marketing team could move from broad campaigns to more personalized communication based on real customer behavior.
The company also used HubSpot segmentation tools and reporting dashboards to identify cross-sell and upsell opportunities among e-commerce customers.
Service Hub helped Mape centralize the management of online order incidents and customer support requests.
The support team unified communication channels inside HubSpot and automated internal assignment processes to improve ticket distribution and follow-up.
At the same time, support agents had access to the same customer context shared across sales and marketing, including purchase history, previous interactions, and customer activity.
This allowed teams to prioritize cases more effectively and improve communication with customers during the resolution process.
By connecting customer support with the rest of the business, Mape reduced response delays and improved coordination between teams handling online orders and customer communication.
The team also worked with smart segmentation based on scoring, product interest, and purchasing behavior to improve customer follow-up and retention efforts.
The HubSpot implementation helped Mape improve visibility, automate repetitive work, and create better coordination between teams across sales, marketing, e-commerce, and customer service.
Key results included:
One of the biggest operational improvements came from giving every team access to the same customer information and activity history. This reduced internal frustrations and helped teams respond faster and with better context.
The impact of the project went far beyond operational efficiency.
By connecting Sales Hub, Marketing Hub, and Service Hub together, Mape created a more connected experience for both B2B and e-commerce customers. Sales teams had better visibility into opportunities, marketing teams could launch more targeted campaigns, and customer service teams could manage incidents with more speed and context.
The company also improved collaboration between departments that previously worked independently from one another.
For Salunatur, the integration between HubSpot and PrestaShop created a stronger connection between e-commerce activity and customer engagement efforts. This gave the business better visibility into customer behavior and helped support retention, cross-sell, and upsell initiatives.
HubSpot became the operational center for customer communication, e-commerce activity, sales management, and support processes across the business.
The project also created a foundation that allows Mape to continue scaling its operations with more consistency and better internal coordination.
At the time of the project, the main focus was on connecting systems, centralizing customer data, and automating operational processes across the business.
Mape used HubSpot’s automation and segmentation capabilities to improve campaign targeting, customer follow-up, and internal workflows. Teams also relied on HubSpot reporting and behavioral data to make faster decisions around lead management, customer communication, and e-commerce activity.
As the company continues expanding its use of HubSpot, the centralized data structure created through this implementation provides a strong foundation for future adoption of HubSpot AI tools and advanced automation capabilities.
Mape transformed the way its sales, marketing, e-commerce, and customer service teams work together by building a connected system inside HubSpot.
Through the combined use of Sales Hub, Marketing Hub, and Service Hub, together with the PrestaShop integration for Salunatur, the company centralized customer information, automated repetitive processes, improved lead management, and created more personalized customer experiences across the business.
The results included recovered e-commerce revenue, stronger commercial visibility, improved customer support operations, and better coordination between teams.
Most importantly, the project gave Mape a scalable operational structure that supports continued growth across both its B2B healthcare business and its e-commerce operations.