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Case Study: How Pomelo Biosciences Launched B2B Sales Across Three Markets on One HubSpot System

Picture of John Hulina By   ·  2 minute read

Client: Pomelo Biosciences, a health and wellness company · Platform: HubSpot · Partner: CRM Assist

At a glance

Pomelo Biosciences launched B2B sales into three market segments at once on a single HubSpot system, built to scale without the rebuild most multi-ICP launches need within six months.

The problem: multi-ICP launches break CRMs fast

When a company expands into several buyer segments at the same time, its CRM gets overwhelmed quickly. Each persona needs its own nurturing path, data structures fragment under varied product lines, and manual follow-up stops being sustainable. Sales drowns in admin, leadership loses sight of pipeline health, and the system needs a rebuild just when growth should be accelerating.

The client

Pomelo Biosciences is an innovative health and wellness company preparing to launch B2B sales across three distinct segments:

  • Physical therapy and gyms: wellness facilities focused on recovery and performance
  • Dental practices: oral health professionals looking to enhance the patient experience
  • Beauty professionals: salons and spas delivering premium client experiences

Each segment had different buyer needs, decision-making processes and product requirements.

The objective

One HubSpot system built to handle that complexity:

  • Multiple ICPs with segment-specific nurturing and no database fragmentation
  • Multiple product lines with a catalog that supports different offerings per segment
  • Clear pipeline visibility across every segment and product
  • No future rework: a foundation built to expand, not rebuild

The build

HubSpot was architected as a revenue system, not just a database:

  1. Clean contact, company and deal structure that tracks opportunities across all three ICPs without cross-contamination.
  2. Lifecycle automation from lead to customer, advancing prospects through defined stages and triggering the right nurturing.
  3. A single scalable B2B pipeline with ICP-specific stages, so each market can be reported on independently.
  4. Sales task automation by deal stage, for a consistent follow-up cadence with no manual scheduling.

The outcome

  • Consistent sales follow-up: automated tasks mean every prospect gets timely engagement, whatever the segment.
  • Clean reporting across ICPs: leadership sees performance by segment, product and rep.
  • E-commerce products and orders synced to the CRM: one source of truth for customer data and purchasing behavior.
  • A CRM ready to scale: room for new ICPs, product lines and sales hires without architectural changes.

Why it worked

Every decision was tied to revenue goals, the system was designed around how sellers work rather than around software features, and it was built once to scale forward. When CRM implementation is treated as revenue architecture instead of software configuration, companies skip the rebuild cycle and go straight to sustainable growth.

About CRM Assist

CRM Assist is an AI-driven CRM consultancy based in Orange County, California, specializing in HubSpot, Salesforce and Pipedrive implementations that cut out manual data entry through automation.

Launching into more than one market? Book a consultation or email john.hulina@crmassist.net.