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Bushel is a software company focused on agriculture, built to connect the agricultural supply chain from on the farm downstream.
About Bushel
Bushel is a software company focused on agriculture, built to connect the agricultural supply chain from on the farm downstream. Their platform serves agribusinesses—including grain elevators, ag retailers, and ag lenders—by providing digital tools that help them work more efficiently with farmers. What began as simple access to documents like receipts and scale tickets has evolved into e-signatures, engagement tools, and now payments, enabling farmers and agribusinesses to move money digitally and manage relationships more effectively across the supply chain.
The Challenge
As Bushel grew, their go-to-market systems became increasingly fragmented. The company had been operating across multiple HubSpot instances for years, which made it difficult to get a holistic view of customers, align teams, and manage data efficiently. The complexity also drove up costs and slowed internal workflows.
“We realized the time had come to finally merge into one singular HubSpot instance,” said Maria Thom, Growth Marketer at Bushel. “Between budget concerns and the lack of a complete customer picture, it just wasn’t sustainable anymore.”
What They Needed
Bushel needed an experienced partner who could guide them through a complex HubSpot migration while also helping clean up years of accumulated data. The goal wasn’t just consolidation—it was starting from a much healthier foundation. With internal teams already stretched thin, Bushel also needed an external resource that could keep the project moving efficiently and reduce risk during a high-stakes system change.
Why They Chose Blu Mountain
After evaluating several options, Bushel chose Blu Mountain for their proven experience, strong references, and hands-on approach. Blu Mountain provided immediate trust by sharing relevant examples of similar migrations they had successfully completed. Their responsiveness and ability to fit within Bushel’s budget further set them apart.
“Right away, it felt like Blu Mountain understood what we were trying to do,” Maria said. “They didn’t overcomplicate things, and they showed us how they had already solved these exact problems before.”
The Solution
Blu Mountain began with a clear, end-to-end plan that outlined every step of the migration process. From there, they partnered closely with the Bushel team to execute the work, including:
Migration Roadmap
Laid out a complete migration roadmap with clear ownership for each step
Weekly Alignment
Held weekly working sessions to keep momentum and alignment
Real-Time Communication
Maintained real-time communication through Slack for fast troubleshooting
Roadblock Resolution
Stepped in whenever roadblocks emerged to keep the project on track
Proactive Updates
Provided clear explanations and proactive updates throughout the process
“Having everything laid out from the beginning made a huge difference,” Maria explained. “We always knew what was happening, why it was happening, and what came next.”
The Results
The impact of the migration was immediate and measurable. In a significantly shorter timeframe than expected, Bushel:
One major win came from Bushel’s annual farmer survey. By cleaning and consolidating data, the team reduced outreach from over 160,000 contacts to fewer than 20,000—while maintaining the same number of survey responses and dramatically improving engagement rates.
“More data isn’t always better,” said Julia Eberhart, Director of Marketing at Bushel. “Now we’re reaching the right people, and it’s made a massive difference.”
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System Consolidation
Consolidated multiple HubSpot instances into a single, unified system
Cost Reduction
Cut HubSpot licensing costs nearly in half
On-Time Delivery
Completed the project ahead of schedule and on budget
Unified Customer View
Gained a full, unified view of customers across agribusiness and farming roles
Targeted Engagement
Enabled more targeted, effective marketing and engagement efforts
What Stood Out
For the Bushel team, Blu Mountain’s responsiveness and depth of knowledge were the biggest differentiators throughout the project.
- Responsiveness: Questions were answered quickly, even when they seemed complex or high risk.
- Deep Expertise: Blu Mountain consistently provided thoughtful, practical solutions tailored to Bushel’s unique setup.
- True Partnership: Clear communication and proactive problem-solving made Blu Mountain feel like an extension of the internal team.
What the client is saying
“There were times we honestly weren’t convinced they were human,” Maria joked. “The speed and quality of the answers we got back were incredible. It never felt like we were doing this alone.”
Maria Thom
Growth MARKETER
Bushel
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