Crystal clear:

How HubSpot gave Glasshape a single, unified view of its global growth.

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3 sites → 1

Regional WordPress websites unified onto a single, geo-targeted HubSpot site.

5 tools → 1

Day-to-day marketing tasks consolidated into a single platform.

→ TOFU

Segmentation lays the groundwork to engage architects and specifiers, not just fabricators 

The Client

Glasshape

Established in 1986 and family owned, Glasshape is a specialist glass manufacturer. Based in Warkworth, New Zealand, the company designs and manufactures bent, toughened and laminated glass, with a particular focus on curved architectural glass, alongside marine, security and storm glass. Glasshape sells into New Zealand, Australia and the United States through a New Zealand head office and factory, a Brisbane sales office, and a team of sales representatives spread across the US. 

The Challenge

A clunky platform holding back a lean team

Glasshape's marketing function is small, effectively one person; Marketing Executive Gabby Farr. She is supporting a product development and marketing lead. Farr was brought on to take pressure off a manager who had previously carried the marketing workload himself, at exactly the moment the business was setting ambitious growth targets.

The tools she inherited weren't making that job any easier. The team's existing marketing automation platform was clunky and frustrating, creating constant roadblocks to simple, recurring tasks like sending newsletters and turning project work into case studies.

Gabby says “The platform we were using previously was quite clunky and frustrating — constantly hitting roadblocks and not really achieving our goals for frequent case studies and newsletters, just because the tools weren't optimised.” 

On top of replacing the platform, Glasshape's marketing and product development team wanted to intentionally bring AI into their day-to-day work. They mapped out which parts of the role should stay human-led, which AI could assist with, and which repetitive tasks like turning a single case study into social posts and an email newsletter AI could largely take over. That thinking is what led the team to HubSpot in the first place, drawn to its ability to distribute one piece of content across multiple channels. 

Two further constraints shaped the project. First, Glasshape runs its sales process through Salesforce, and had invested too much in it to consider replacing it. Any new marketing platform needed to integrate with, not replace, the existing CRM. Second, the business was managing three separate WordPress websites to serve New Zealand, Australia and the US, each needing to be updated individually. 

Behind all of it sat a bigger strategic shift: broadening Glasshape's focus beyond bottom-of-funnel, RFQ-style enquiries from fabricators and contractors, toward architects, specifiers and designers who need tailored content earlier in their decision-making process. The existing website wasn't built to speak to that audience.

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Photo Credit: Left Glasshape installation at Locust Grove, Kenilworth & Pegasus Lane, Photography by Shoootin, Right: Sonata, Photography by Glasshape

The Solution

Letting the experts take the wheel

Glasshape was recommended to Concentrate directly by HubSpot. Being a fellow New Zealand-based company mattered too, with clients and partners spread across multiple time zones. So, having an implementation partner working the same hours as the Glasshape team was a real advantage. But it was the team's confidence in Concentrate's expertise, from the very first conversation, that sealed the decision.

“We wanted to do it right. We wanted to make that change happen and not rely on ourselves kind of figuring things out and getting things wrong — letting the experts do it. And that's exactly what they did.” Gabby Farr, Marketing Executive, Glasshape

 Concentrate implemented HubSpot Marketing Hub Professional and built a certified-app integration between HubSpot and Glasshape's existing Salesforce instance, syncing company, contact and deal data both ways and giving Glasshape's marketing team visibility of CRM data without touching, or risking, the sales team's setup. 

Photo: Bianco Caloundra, photography by Marx Creative

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Key elements of the solution included: 

  • HubSpot–Salesforce integration syncing existing Company, Contact and Deal data between the two systems.

  • Consolidation of three separate, region-specific WordPress websites onto a single HubSpot website, using geo-targeting and smart content to show and hide modules and pages by region, thus removing the need to update three sites in parallel.

  • Lead capture forms and the workflows behind them, including an industry nurture workflow that automatically segments a contact when they download a resource, then enrols them into a relevant nurture email sequence.

  • Lifecycle stages and segmentation to categorise contacts and companies by industry and role so Glasshape can tailor content by audience as it shifts focus up the funnel.

  • Hands-on training and multiple workshops and video calls, with Concentrate explaining the 'why' behind each build as they went, rather than simply handing over a finished system.

Farr built out most of the website's page content herself, while Concentrate built the forms and workflows underneath it — what she describes as "the heart of the website itself." 

 

“Concentrate was very open and on board with teaching us what they were doing as they were doing it. They understood our business and developed the workflows based on our needs. They pulled together a bunch of different ideas and presented them to us, and we were like, yes, that's perfect, do it. They were super transparent about their workload and where they were at, it was a really good experience.”
Lets chat

Gabby Farr

Marketing Executive, Glasshape

Impact

Time back, and a much clearer view

The day-to-day difference is already clear for Farr. Where she was previously juggling multiple disconnected platforms, marketing work is now hosted in one place. 

When asked about the impact Gabby says “Time saved . I've got a lot of what I'm doing all hosted within the HubSpot platform. I'm not on five different platforms trying to just achieve one common goal. And the visibility, being able to see more of what's going on with the CRM — before, I think I was just a bit too terrified of Salesforce, and kind of warned not to push any buttons. Now I'm happy that I can see all the CRM data, and I don't feel like I'm messing with what the sales team have set up.”

That visibility has also made Farr more self-sufficient. Rather than interrupting the sales team to ask what's in the pipeline or which projects could become the next case study, she can now dig into HubSpot's data herself, including using HubSpot's Breeze AI to query the CRM directly and get pointed in the right direction, complete with supporting screenshots. 

The new website has also landed well internally, and the underlying segmentation is already doing its job: Glasshape can now identify what industry and role a contact belongs to, which is central to the shift the business is making from bottom-of-funnel fabricators and contractors toward top-of-funnel architects and specifiers. The new foundation is also giving Glasshape room to plan ahead rather than just keep up.  

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“I'm not asking the sales team constantly questions about whether we have any upcoming projects or anything in the pipeline that we could use for case studies. I can do my own research, and sometimes I just open the AI Breeze chat and ask it about our data — it points me in the right direction and offers to help me build workflows and things. It's very helpful.”

Gabby Farr, Marketing Executive, Glasshape

Photo credit: Glasshape

Looking to the future

The relationship hasn't stopped at go-live. Glasshape and Concentrate are already in discussions about further projects, including a demo of HubSpot's AI-powered AEO tooling and the potential build of a customer or partner portal — both natural next steps as Glasshape continues to broaden its digital marketing capability.  Reflecting on the project as a whole, Farr sums up what made the partnership work: Concentrate's willingness to lead, teach, and stay transparent throughout.

“I was super happy with how easy Concentrate made everything.It was a very collaborative process, very clear, easy and a very friendly team to work with.”
Lets chat

Gabby Farr

Marketing Executive, Glasshape

If you'd like to find out more about how Concentrate can do for your organisation what we’ve done for our other clients , don't hesitate to get in touch.