Hubspot website
A showcase site transformed into a lead generation engine for the ANSAM group
ANSAM had to structure its digital marketing around a website capable of generating leads, and not only of presenting the company. Before the project, there was no centralized marketing tool or usable database: difficult to monitor the impact of campaigns or to know which prospects were really interested in offers.
Solution
I designed a new website, fully integrated with HubSpot, to make it the single entry point for all the group's content: advertising campaigns, social posts, newsletters, and downloadable resources.
- 28 site pages in 2 languages, covering offers, expertise and evidence.
- Architecture, UX and internal networking designed to guide the user to action.
- Content writing, commercial speech and SEO optimization.
- Creation of product sheets and commercial landing pages for campaigns.
FUNNEL & LEAD GENERATION
The key challenge was to transform this site into a measurable lead machine.
I've set up a marketing funnel in HubSpot that tracks every important interaction and connects it to the right campaigns.
- 45 forms to download white papers and product sheets or request direct contact.
- 32 campaign/conversion pages, connected to HubSpot to track performance.
- 120 leads identified thanks to the content hosted on the site sent back to the sales teams for follow-up and follow-up.
The site is no longer a window: it is a demand generation channel, linked to CRM, which finally gives visibility on who is interested in what and when.
TOOL & PROCESS
Before this project, HubSpot was not used at ANSAM.
Based on a set of specifications that I wrote, we selected HubSpot Marketing Hub as a base, then worked with internal teams to implement it and integrate it into the existing ecosystem.
My role:
- Define marketing processes, from the first click to the qualified lead.
- Orchestrate the project and coordinate internal/external teams.
- Formalize the operating procedures so that the site and HubSpot can be used on a daily basis by marketing and sales teams.
IMPACT
The ANSAM site, connected to HubSpot, has become the central support for all marketing actions: ad campaigns, social media, newsletters and downloadable content refer to pages designed to convert and be measured.
The teams now have a complete system for producing content, distributing it and precisely monitoring the leads generated, with a solid basis for developing the digital strategy over time.
Next steps
The project is not fixed. It remains to bring the tool to life continuously, with new targeted emailing campaigns, and the creation of commercial landing pages with downloadable resources in order to generate new conversions.
This work is accompanied by the implementation of structured KPIs in HubSpot to more closely monitor the performance of content (traffic, conversions, leads generated, contribution to the pipeline), and continuous optimizations based on this data.
“Hubspot allowed us to structure our digital marketing in depth. Léanne manages the project from start to finish: from the initial framework to the technological choice, including technical design, the implementation of the funnel and the creation of content. His support gives us a clear vision of our leads and a system that we are constantly developing.”
.png)
