CMS + CRM integration to achieve marketing and business goals
To meet ComApp's needs, we chose HubSpot CMS.
Fully integrated with its CRM and marketing automation capabilities, HubSpot CMS allows for agile, efficient, and high-profile management of omnichannel marketing campaigns, nurturing, and corporate communications in all formats (including video), while the HubSpot Blog section allows for the creation of SEO-optimized content. HubSpot CMS also lets you create and edit web pages, insert forms and landing pages, upload multimedia content, and publish and schedule articles using the platform's built-in Artificial Intelligence capabilities.
Phase 1: Customer Journey definition
In the first phase, we conducted a cognitive workshop with the customer to gather all the necessary information to outline the ideal user journey in the exploration, evaluation and decision phases, laying the foundation for designing the optimal user interface.
Phase 2: Flows and features
Next, our team of HubSpot CRM, CMS and web design experts developed the user experience. We designed the engagement flows, or the path a user would ideally take from landing on the site to converting into a lead. The end result was a graphical representation of the user's customer journey, showing the complete path from initial touchpoints to lead conversion.
Phase 3: Wireframing
Working with the ComApp team, we used the user engagement flows and the results of the SEO content analysis to design the information architecture of the site, focusing on the key user access points.
Phase 4: User Interface
Next, we designed the user interface and developed a creative concept that was consistent with the brand, tone of voice, and shared communication strategies. The user interface was realized according to the principles of Atomic Design, a methodology that divides the interface into core components, allowing to create modular and flexible products, ensuring visual and functional consistency and cutting maintenance and development costs.
Phase 5: Website Development and Implementation
In the final phase, we developed the new website with HubSpot CMS. This phase also included the migration of analytics scripts and the creation of new accounts wherever migration was not possible. We integrated HubSpot's analytics functionality with platforms such as Google Tag Manager, Google Analytics 4, Google Search Console and LinkedIn Insight Tag to provide a complete view of all user activity on the new site. We also updated the cookie policy, published the new privacy policy, and managed the technology migration with the client.
