FL Smidth's HubSpot Harmonization

FL Smidth's HubSpot Harmonization: From Complexity to Clarity

Industry: Building and Construction
Company size: Large company (10,117 employees)
Services: HubSpot Implementation, Solution Architecture, HubSpot Consulting

Summary

FL Smidth overcame fragmented marketing systems and gained unified inbound marketing operations with comprehensive HubSpot harmonization and consolidation. Now equipped with streamlined product family marketing, consolidated CMS environment, and optimized conversion paths, FL Smidth can accelerate their MissionZero sustainability goals while maintaining their position as a global leader in mining and cement solutions.

Unified Marketing Operations Across Product Families

Consolidated HubSpot Environment Management

Optimized Customer Conversion Journey

The challenge

Global Leadership, Marketing Fragmentation

FL Smidth provides sustainable productivity to the global mining and cement industries, delivering market-leading engineering, equipment and service solutions across more than 60 countries with 10,117 employees. With DKK 17.6 billion in 2021 revenue and their ambitious MissionZero sustainability target for zero emissions by 2030, they needed marketing operations that matched their operational excellence.

Multiple marketing solutions creating operational complexity

Their diverse product portfolio required different marketing approaches, but fragmented systems prevented efficient campaign management and reduced marketing effectiveness across product families.

Disconnected HubSpot accounts hindering unified strategy

Two separate HubSpot accounts created silos that prevented comprehensive customer journey management and made it difficult to coordinate marketing efforts across different business units.

Suboptimal conversion paths limiting lead generation potential

Online visitors faced inconsistent experiences across different product areas, reducing conversion rates and preventing FL Smidth from maximizing their substantial web traffic investment.

Comprehensive Marketing Transformation, Not Simple Consolidation

FL Smidth needed more than account merger, they required a complete inbound marketing harmonization that would:

Enable unified marketing across additional product families while maintaining specialized approaches
Consolidate two HubSpot accounts into a single, comprehensive marketing environment
Migrate to a unified CMS environment for consistent brand experience
Optimize conversion paths to maximize visitor-to-lead transformation rates
Prepare the foundation for future marketing expansion and continuous improvement

1. Multi-Product Family Marketing Enablement

We expanded FL Smidth's inbound marketing capabilities to encompass additional product families, creating specialized marketing workflows while maintaining operational efficiency.

This enabled comprehensive coverage of their diverse mining and cement industry solutions under a unified strategic approach.

2. HubSpot Account Consolidation and Migration

We executed a complex migration consolidating two separate HubSpot accounts into a single, comprehensive marketing environment.

This eliminated data silos and created unified customer journey tracking across all FL Smidth's business units and product offerings.

3. Unified CMS Environment Implementation

We migrated FL Smidth to a single content management system, ensuring consistent brand experience and streamlined content creation processes.

This created operational efficiency while maintaining the flexibility needed for different product family requirements.

4. Conversion Path Optimization and Future Preparation

We redesigned and optimized the conversion paths that FL Smidth's online visitors navigate, improving lead generation effectiveness. Additionally, we prepared the system architecture for future expansion and continuous improvement initiatives to support their ongoing growth objectives.

Main Results

FL Smidth successfully harmonized their complex marketing operations into a unified HubSpot environment, eliminating operational complexity while improving marketing efficiency and effectiveness. The project, completed in partnership with Blue Business between early 2016 and July 2016, positioned FL Smidth for continued marketing excellence supporting their global sustainability mission.

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The Impact

What Success Looks Like

Unified Marketing Operations Across Product Families

Consolidated HubSpot Environment Management

Optimized Customer Conversion Journey

Take the next step

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Book a free consultation with our HubSpot specialists to discover how harmonizing your marketing operations can improve efficiency and effectiveness while supporting your business growth objectives.

SUCCESS STORIES