Hubexo Denmark
New strategy with channel-agnostic approach led to 181% growth in inbound leads
The Hubexo group is one of the largest tech companies in the construction industry, with over 2,500 employees worldwide. Among other things, they own Byggefakta.dk, which offers Denmark's largest supply portal.
“Over the years, it has been a pleasure to work with Thomas from Versano, as he is not only a nice guy, but also extremely passionate and one of the most talented digital marketing strategists we have in Denmark.
They have proven this to me many times across our platforms and types of tasks; from NBS Nordic, to Prognosecenteret and Byggefakta, to our Nordic sites in Norway, Sweden and Finland.
I can highly recommend Versano and their expertise.”
Mette Linneboe Pedersen – Vice President, Marketing | Hubexo Group
Excessive costs per sale
– and too few leads
In spring 2023, Hubexo Group's Danish division contacted us with a desire to streamline their online advertising across platforms. They wanted to reduce their CPA (cost per acquisition) and increase the number of inbound leads. Hubexo had previously advertised through various push and pull initiatives with limited effect.
From focusing on individual channels to channel-agnostic marketing with a focus on core users
After a thorough data analysis in close collaboration with the Hubexo team, we quickly identified three primary causes for the limited performance, which were the main explanation for the high CPA – as well as one approach that proved to be particularly effective.
.
With a holistic, channel-agnostic marketing effort, we increased the number of leads and reduced spending on traffic that did not yield results.
With the launch of the new setup and ongoing optimisations, we increased total inbound by 17 % in spring 2024 compared to 2023 and reduced the total marketing budget.
17
Growth in overall inbound leads.
-29
Reduction in views across channels.
52
Growth in conversions through capture demand initiatives.
70
Keywords in the top 10 on organic search.
82
Increase in conversion rate across initiatives.
-2
Reduction of overall marketing budget.
1. Focus on mid- and low-funnel traffic via Capture Attention.
Whereas the primary focus had previously been on push advertising and top-of-mind initiatives, we shifted our main focus to Capture Attention and instead targeted users who were further along in the decision-making process and actively searching for services offered by Byggefakta.
2. Pause of Create Attention initiatives.
With the shift in focus, we paused all Create Attention via paid search. Instead, we set up remarketing so that we could expose users who had already shown interest. In addition, we created new target group lists with users who had either visited competitors' websites or searched for our services without clicking on our ads.
3. Tracking and ongoing updates on initiatives.
After launching the new setup and setting up effective tracking to collect a larger amount of user data and track form completions, we made weekly optimisations of all user metrics across channels and worked continuously to optimise ad texts, content and settings across marketing initiatives.
Book a 15 min. non-binding meeting 
Give us a call