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[Free HubSpot CRM](https://www.hubspot.com/products/crm?isVariant=b) [Overview of all products](https://www.hubspot.com/products/get-started?isVariant=b) - ### Marketing Hub Marketing automation software [Free and premium plans](https://www.hubspot.com/products/marketing?isVariant=b) - ### Sales Hub Sales software [Free and premium plans](https://www.hubspot.com/products/sales?isVariant=b) - ### Service Hub Customer service software [Free and premium plans](https://www.hubspot.com/products/service?isVariant=b) - ### Content Hub Content marketing software [Free and premium plans](https://www.hubspot.com/products/content?isVariant=b) - ### Data Hub Data management software [Free and premium plans](https://www.hubspot.com/products/data?isVariant=b) - ### Revenue Hub CPQ, billing, and payments software [Free and premium plans](https://www.hubspot.com/products/revenue?isVariant=b) - ### Smart CRM AI-powered, flexible CRM software [Learn more](https://www.hubspot.com/products/crm/ai-crm?isVariant=b) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence?isVariant=b) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter?isVariant=b) - ### AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results [Learn more](https://www.hubspot.com/products/aeo?isVariant=b) - ### HubSpot Marketplace Connect your favorite apps to HubSpot [See all integrations](https://ecosystem.hubspot.com/marketplace/apps?isVariant=b) - Solutions Solutions - By Use Case - By Team Size - Why HubSpot? - ## Marketing - ### [Generate leads](https://www.hubspot.com/use-case/generate-leads?isVariant=b) Convert visitors into contacts for your database. - ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing?isVariant=b) Create campaigns with automation and AI. - ## Sales - ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline?isVariant=b) Generate a pipeline of high-quality prospects. - ### [Close deals](https://www.hubspot.com/use-case/close-more-deals?isVariant=b) Streamline your process and close more deals faster. - ## Customer Service - ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?isVariant=b) Support customers at scale with AI and a help desk. - ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?isVariant=b) Identify opportunities to improve customer health. - ## Content - ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?isVariant=b) Easily craft content for your audience, with help from AI. - ### [Manage content](https://www.hubspot.com/use-case/manage-content?isVariant=b) Organize, update, and distribute content in one place. - ## Startups & Small Businesses - ### [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers?isVariant=b) Generate leads through content, AI, and automation. - ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?isVariant=b) Prospect smarter and automate payments. - ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?isVariant=b) Unify your team and data on one platform. - ## Artificial Intelligence - ### [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent?isVariant=b) Scale customer service with an AI customer agent. - ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?isVariant=b) Identify and engage high-value leads with an AI prospecting agent. - ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?isVariant=b) Get instant answers about your customers with an AI data agent. ## By Team Size - ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter?isVariant=b) - ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise?isVariant=b) ## Why HubSpot? - ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot?isVariant=b) - ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies?isVariant=b) - ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight?isVariant=b) - [Pricing](https://www.hubspot.com/pricing/marketing?isVariant=b) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?isVariant=b) - [What's New in HubSpot](https://www.hubspot.com/new?isVariant=b) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?isVariant=b) - [Sustainability](https://www.hubspot.com/sustainability?isVariant=b) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?isVariant=b) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?isVariant=b) - [Technology Partner Program](https://www.hubspot.com/partners/app?isVariant=b) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates?isVariant=b) - [Education Partner Program](https://academy.hubspot.com/education-partner-program?isVariant=b) - [Startup Partner Program](https://www.hubspot.com/startups/partners?isVariant=b) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing?isVariant=b) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing?isVariant=b) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources?isVariant=b) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates?isVariant=b) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding?isVariant=b) - [Migration](https://www.hubspot.com/services/professional/migrations?isVariant=b) - [Premium Support](https://www.hubspot.com/services/premium-support?isVariant=b) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?isVariant=b) - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm?isVariant=b) - [__Overview of all products__](https://www.hubspot.com/products/get-started?isVariant=b) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing?isVariant=b) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales?isVariant=b) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service?isVariant=b) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content?isVariant=b) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data?isVariant=b) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue?isVariant=b) - 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[Close deals](https://www.hubspot.com/use-case/close-more-deals?isVariant=b) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?isVariant=b) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?isVariant=b) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?isVariant=b) - [Manage content](https://www.hubspot.com/use-case/manage-content?isVariant=b) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers?isVariant=b) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?isVariant=b) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?isVariant=b) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent?isVariant=b) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?isVariant=b) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?isVariant=b) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter?isVariant=b) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise?isVariant=b) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot?isVariant=b) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies?isVariant=b) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight?isVariant=b) - [Pricing](https://www.hubspot.com/pricing/marketing?isVariant=b) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?isVariant=b) - [What's New in HubSpot](https://www.hubspot.com/new?isVariant=b) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?isVariant=b) - [Sustainability](https://www.hubspot.com/sustainability?isVariant=b) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?isVariant=b) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?isVariant=b) - [Technology Partner Program](https://www.hubspot.com/partners/app?isVariant=b) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates?isVariant=b) - [Education Partner Program](https://academy.hubspot.com/education-partner-program?isVariant=b) - [Startup Partner Program](https://www.hubspot.com/startups/partners?isVariant=b) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing?isVariant=b) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing?isVariant=b) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources?isVariant=b) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates?isVariant=b) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding?isVariant=b) - [Migration](https://www.hubspot.com/services/professional/migrations?isVariant=b) - [Premium Support](https://www.hubspot.com/services/premium-support?isVariant=b) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?isVariant=b) - About About - [About Us](https://www.hubspot.com/our-story?isVariant=b) - [Careers](https://www.hubspot.com/careers?isVariant=b) - [Contact Us](https://www.hubspot.com/company/contact?isVariant=b) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management?isVariant=b) [Start free or get a demo](https://www.hubspot.com/products/get-started?isVariant=b) [Log in](https://app.hubspot.com/login?isVariant=b) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales?isVariant=b) - [Case Studies Overview](https://www.hubspot.com/case-studies?isVariant=b) - [Directory](https://www.hubspot.com/case-studies/directory?isVariant=b) - GfK  # How GfK Reduced Costs by 600% Software & Technology 200-1,000 employees  - 400% decrease in infrastructure costs - 50% decrease in time to edit and create pages - 35% increase in average website dwell time Use Cases - Personalize Campaigns - Inbound Marketing Products - [Marketing Hub](https://www.hubspot.com/products/marketing?isVariant=b) - [Content Hub](https://www.hubspot.com/products/content?isVariant=b) ### Story Overview Learn how HubSpot CMS Hub has empowered GfK to build a flexible website non-technical marketers can update without IT help, cutting back costs by 600%. ### About Company GfK is an AI-powered intelligence platform using world-class analytics and actionable recommendations to help the world's leading brands boost sales and drive marketing effectiveness. ## Challenges ### Struggling With Legacy Marketing Software and No CMS Solution GfK has been a global leader in data and analytics, providing consumer, retail, and market insights at an enterprise level for over 85 years. With 280 Fortune 500 companies and over 10,000 active clients worldwide across all industries, GfK has been enabling companies to create long-standing client relationships and improve their competitive edge.   Its marketing team used a cross-channel marketing platform to run campaigns, but was dissatisfied with its usability. According to Patrick Grinoew, GfK’s Head of Global Digital Marketing,   *“the user interface was not easy to use, and everybody was unhappy with it,”*  he recalls. Not only did it lead to low user adoption, but it was also expensive — an essential waste of the organization’s resources.   GfK has over 8,000 employees delivering insights into how people live, think, and consume. They needed intuitive marketing software to create and launch dynamic global campaigns, run sophisticated workflows, and optimize performance.    HubSpot stood out from the competition, so GfK decided to go ahead with the enterprise tiers of CMS Hub, Marketing Hub, and Service Hub. It was a great transition for the company, providing all the right tools to better serve its customers.    Shortly after, GfK planned to relaunch its website. But it had no content management system (CMS) to create personalized pages or scale content.   *“We wanted to build a new website from scratch, not just migrate existing data onto a new CMS. There was a lot of new content to be created and then presented in a scalable and personalized way,”*  says Patrick.   Having successfully adopted Marketing Hub, the company considered the advantages of having one service provider for all of its marketing needs.  *“Our goal was to integrate the CMS with Marketing Hub and Salesforce to drive personalization and lead management capabilities. To get the full picture and combined analysis, HubSpot CMS Hub made perfect sense,”*  explains Patrick.   Before anything, GfK wanted to make sure CMS Hub would measure up, so the company did a proof of concept (POC) to test for usability and see if the investment would provide a satisfactory return.    For two weeks, the team tested the website from different locations and measured page performances. To Patrick, this step was extremely valuable and pivotal in the decision process.   *“Without the option to do the POC, I wouldn't have been comfortable starting this project,”*  he points out.    After that, GfK decided HubSpot CMS Hub was the best solution. ## Solution ### Driving Growth With Marketing Hub Enterprise and CMS Hub Enterprise Because of the consumer-grade usability of HubSpot, GfK had no issues implementing both Marketing Hub and CMS Hub, uniting all its marketing tools and content management under one easy-to-use platform.    From there, the company started focusing on a customer-centric approach, using both solutions to deliver personalized, fully integrated end-to-end experiences.   Before HubSpot, the marketing team at GfK was spending a lot of time on manual adjustments and couldn’t access contact details and follow up with leads from one place. #### Personalized Experiences at Scale Marketing Hub helped GfK to: - Automate processes and optimize lead generation - Set up dashboards for the whole marketing funnel - Customize messaging across all channels - Create high priority campaigns, pages, and personas - Boost customer retention and growth  #### Powering an Enterprise Website As for CMS Hub, it helped GfK manage content and the website, strengthening its online presence and empowering teams to: - Give different permissions based on role, location, and other criteria to only see and edit relevant content. - Organize users based on several dimensions, so it suits the way their business works. - Manage the hosted website’s security, dictating how external visitors access it for maximum protection. [View Consumer Insights Engine Product Page](https://www.gfk.com/products/gfk-consumer-insights-engine?isVariant=b)  There’s a high level of personalization available inside CMS Hub, and GfK used it to enrich the end-to-end experience.   *“We use CMS Hub to set up different personas, personalize content for visitors, and cater to different user needs,”*  says Patrick.   CMS Hub’s value lies in its flexibility: powerful for developers and easy to use for non-technical users. The developers at GfK used preferred tools to build the organization’s website, which its marketing team can easily edit and expand anytime—without IT help.  *“With CMS Hub, we are 100% independent from our IT department. It’s easy for us to create, edit, and personalize pages without coding skills,”* highlights Patrick. GfK’s developers are happy with it because they can quickly build multi-layered web applications out of it.    Furthermore, CMS Hub also handles security issues for GfK, helping it with GDPR compliance and reducing business risk.  *“We use HubSpot web forms to capture all the GDPR relevant information and save it in the HubSpot database, all in one place,”* says Patrick.  #### Extending GfK's Inbound Strategy GfK also uses HubSpot [Brand Domain](https://www.hubspot.com/products/brand-domains?isVariant=b) add-on to manage marketing activities for independent brands under the GfK umbrella, such as hosting content for two brands on distinct root domains and separating the traffic analytics between the two root domains. [geodata.gfk.com](https://geodata.gfk.com/?isVariant=b)  HubSpot’s continuous investment into its platforms and its high level of customization keeps GfK loyal. “HubSpot is a growing platform, constantly adding new features and improving server functionalities and user-friendliness. It helps us deliver a fully integrated customer experience across all channels, which is key for us,” he adds. ## Results ### Reducing Website Costs by 600% HubSpot CMS Hub has empowered GfK to build a flexible website non-technical marketers can update without IT help, cutting back overall website costs by 600%.   Thanks to this highly customizable, user-friendly website, GfK delivers a personalized end-to-end user experience, which led to a 35% increase in the average dwell time on the website—a.k.a. the amount of time a user spends on a page before getting back to the search engine results.    HubSpot delivers enterprise-grade utility with consumer-grade usability, which has improved user adoption. The marketing team at GfK is more comfortable and confident using the software. As a result, the team reduced the time it takes to edit the website and create modern product pages by 50%.    Connecting Marketing Hub with CMS Hub has been a real game-changer for GfK because it fully eliminated outdated infrastructure, reducing those costs by 400%.    Thanks to the combined power of these two HubSpot solutions, the organization has seen: 1. __600% reduction in website costs__ 2. __35% increase in the average dwell time on the website__ 3. __400% cut in infrastructure costs__ 4. __50% decrease in the time it takes to create pages__ Partnering with HubSpot has helped GfK automate workflows and personalize content to simplify work and serve its clients better. *“The level of personalization and flexibility within the HubSpot software empowers us to deliver a fully integrated customer experience across all channels,”* says Patrick. ### Customer Content Examples Check out some of the content that GfK created with the tools within Marketing Hub and CMS Hub. #### Beautiful Blog Posts GfK creates a wide range of relevant, engaging, conversion-optimized blog posts that help the company's discoverability in search and social media. - [How to position your brand for success during COVID-19](https://www.gfk.com/blog/how-to-position-your-brand-for-success-during-covid-19?isVariant=b) - [5 reasons why a Marketing Mix Model is relevant today](https://www.gfk.com/blog/5-reasons-why-marketing-mix-model-is-relevant-today?isVariant=b) - [There's a new approach to tracking brand performance](https://www.gfk.com/blog/theres-a-new-approach-to-tracking-brand-performance?isVariant=b)  #### Revenue-Generating Resources GfK uses the Landing Pages and Forms tools in Marketing Hub to host content across the website. - [GfK Webinar: Navigating through the “new normal” in FMCG](https://insights.gfk.com/navigating-through-the-new-normal-in-fmcg?isVariant=b) - [The Pandemic Boost for E-Commerce in FMCG in Europe – Will it last?](https://www.gfk.com/fmcg-e-commerce-whitepaper?isVariant=b) - [Online Behaviour Report](https://www.gfk.com/integrated-solutions-online-behavior-report?isVariant=b) - [gfknewron Product Page](https://www.gfk.com/products/gfknewron?isVariant=b)  #### Excellent Email Leveraging the intelligent email marketing tools within Marketing Hub, GfK communicates with its audience in a personal way.  Table of Contents Table of Contents - [Challenges](https://www.hubspot.com#challenges) - [Struggling With Legacy Marketing Software and No CMS Solution](https://www.hubspot.com#struggling-with-legacy-marketing-software-and-no-cms-solution) - [Solution](https://www.hubspot.com#solution) - [Driving Growth With Marketing Hub Enterprise and CMS Hub Enterprise](https://www.hubspot.com#driving-growth-with-marketing-hub-enterprise-and-cms-hub-enterprise) - [Personalized Experiences at Scale](https://www.hubspot.com#personalized-experiences-at-scale) - [Powering an Enterprise Website](https://www.hubspot.com#powering-an-enterprise-website) - [Extending GfK's Inbound Strategy](https://www.hubspot.com#extending-gfks-inbound-strategy) - [Results](https://www.hubspot.com#results) - [Reducing Website Costs by 600%](https://www.hubspot.com#reducing-website-costs-by-600) - [Customer Content Examples](https://www.hubspot.com#customer-content-examples) - [Beautiful Blog Posts](https://www.hubspot.com#beautiful-blog-posts) - [Revenue-Generating Resources](https://www.hubspot.com#revenue-generating-resources) - [Excellent Email](https://www.hubspot.com#excellent-email) Previous Next -  > We wanted to build a new website from scratch, not just migrate existing data onto a new CMS. There was a lot of new content to be created and then presented in a scalable and personalized way. Patrick Grinoew Head of Global Digital Marketing GfK -  > HubSpot is a growing platform, constantly adding new features, improving server functionalities and user-friendliness. It helps us deliver a fully integrated customer experience across all channels, which is key for us. Patrick Grinoew Head of Global Digital Marketing GfK -  > The level of personalization and flexibility within the HubSpot software empowers us to deliver a fully integrated customer experience across all channels. Patrick Grinoew Head of Global Digital Marketing GfK  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. 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