CASE STUDY
7 Sites. 1 Platform. 50% Less Content Overhead: Digital Consolidation and Analytics Overhaul for a National Services Brand
Key Results
| Consolidation | 7 regional websites consolidated onto a single centralized WordPress platform |
| Content Operations | 50% reduction in content operations time across the marketing team |
| Analytics | Unified tracking via Google Tag Manager and GA4 replacing 7 disconnected setups |
| Brand Consistency | Measurable improvement in brand consistency across all regional properties |
SERVICE AREA
INDUSTRY
CHALLENGE
Seven disconnected regional websites creating brand drift, duplicated effort, and zero unified analytics
An enterprise B2B SaaS company grew rapidly, adding to their marketing stack as needed, and while each new addition was successful at the time of the addition, their entire marketing stack has become an integration nightmare. Their email is located in one place, lead nurturing in another, and contact data is scattered among their CRM, email services, a spreadsheet for tracking information, and an event management application that has yet to be completely tied into other applications. All attribution is performed manually. No one within the organization can provide a reliable answer as to which campaigns are actually producing income. Marketing is engaged but can’t be effectively measured, all while racking up significant operating expenses. The marketing team spends a substantial amount of time weekly on data cleaning, list maintenance, and creating reports; this is time taken away from developing and optimizing campaigns. The sales team operates off outdated lead data. When leadership asks which channels are doing well, the response comes from educated guesses at best. They need a single platform used by all members of the revenue team, with accurate data, automated workflows, and reporting that closes the gap between marketing action and business results.
SOLUTION
WordPress multisite consolidation with centralized design system, Google Tag Manager governance, and unified GA4 reporting
SCIGON conducted an extensive review of the client’s current MarTech setup prior to developing a migration plan or writing a single line of code. This included reviewing each data source, automation process, contact segment, and reporting requirement. During this review, they identified duplicated contacts, broken integration points, and tracking issues (all of which had existed for years) and could potentially continue to exist within the new platform unless corrected.
The migration sequence for moving to HubSpot was developed to cause as little interruption as possible. We started by cleaning and de-duplicating historical contact information before importing it into the new system. After that, we moved on to rebuilding automation workflows in the new environment and testing them side-by-side with active campaigns. Next came designing reporting dashboard requirements while migrating the data. In addition, SCIGON created a UTM governance model and standardized campaign naming convention so that correct attribution would occur immediately upon going live versus being added later. The migration went exactly as planned. Two weeks post-migration launch, the revenue teams were fully trained and working independently, utilizing platform-specific documentation (as opposed to generic training materials) created by SCIGON that reflected how they worked.
