DE

COPA-DATA

harmonizes global marketing and sales processes with HubSpot

COPA-DATA is an independent software manufacturer that combines in-depth automation expertise with the potential of digital transformation - reliable, future-proof and worldwide. Since its foundation in 1987, the company has been developing solutions for industrial and energy automation with the aim of making work in complex environments simpler and more efficient.

With the zenon platform, COPA-DATA offers modular B2B software with which customers can capture, analyze and visualize data and derive automated actions - from production facilities in industries such as life sciences and food & beverage to energy and infrastructure facilities. The company is active in over 50 countries with more than 450 employees and a network of more than 500 partners worldwide.

Central database
All activities in one platform
Reduction
manual tasks
Savings
through standardization
Optimization
communication
Increase
the scalability

The way to solution

Initial situation: Challenges in the harmonization of global marketing and sales processes

COPA-DATA was faced with the challenge of transforming a heterogeneous system landscape with fragmented marketing and sales processes. Different tools for the website, campaigns, analytics & reporting and CRM meant that assets and data had to be maintained multiple times due to a lack of integration and a consistent view of customers and leads was difficult to achieve.

Global marketing campaigns could only be managed and evaluated with increased coordination effort. Publishing processes in content management were not very standardized, and working with multiple tools was cumbersome and error-prone. In addition, the heterogeneous setup led to particularly time-consuming user onboarding - an additional complexity in the context of the growing number of employees.

Strategic objectives and partner selection

The goal was clear: a central platform that enables globally consistent communication, more efficient process operation and end-to-end data processing - while remaining scalable and low-maintenance.

COPA-DATA chose konzepthaus as its partner for the implementation of ambitious projects in line with this objective. Thanks to our many years of experience with HubSpot, technological integrations and international rollouts, we were the perfect HubSpot partner to support COPA-DATA in the harmonization of global marketing and sales structures.

Solution Central platform for processes, content and sales

  1. Standardized platform & global rollout
    COPA-DATA initially started with HubSpot in the marketing environment to centrally manage campaigns, landing pages and content. This was later followed by the introduction of the Sales Hub to harmonize sales processes internationally and track them uniformly.

  2. Data integration & workflow automation
    konzepthaus provided technical consulting and developed API-based solutions, also to connect existing systems with HubSpot. This resulted in a consistent data structure in which contacts, leads and activities are managed centrally. Over 200 automated workflows classify leads according to interests and behavior using custom events, enabling targeted distribution and qualification in marketing and sales. Interest-based modules have also been implemented for the website and blog, whereby dynamically personalized content can be created in conjunction with "Smart Rules".

  3. Website migration & international content management
    COPA-DATA's global corporate website was completely migrated to HubSpot Content Hub in a comprehensive relaunch project together with konzepthaus. Around 1000 multilingual website and blog pages were structured and made usable for campaigns. The integrated AI-based translation features optimize playout in multiple languages and significantly reduce manual effort while saving costs at the same time. Content, campaigns and translations can now be centrally controlled globally and adapted locally. Click here for the website.

  4. Transparency & reporting
    New dashboards and automated analyses make marketing and sales activities traceable in real time. From the lead source to campaigns and deal closures, the entire process is mapped transparently, enabling control and optimization.

The challenge High requirements for international rollout

The gradual rollout of global marketing and sales processes in conjunction with the migration and integration of different systems was technically and organizationally challenging. For example, different market requirements, language versions and local aspects were also taken into account for the corporate website relaunch, while at the same time the design and implementation of standardized solutions had to ensure smart adoption by the markets.

Thanks to konzepthaus' agile approach, regular coordination with the project teams and clear milestones, the transition went smoothly and was implemented on time.

Results Efficiency, growth and cost savings

  • Central platform: Marketing, sales and content are brought together in a 360-degree system.

  • Reduced maintenance effort: Content pages, updates, translations and campaigns are easier to manage, review and control automatically.

  • Accelerated lead qualification: The time from Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) has been reduced by around 75% - 3 times faster lead qualification.

  • High activity tracking: Over 30,000 user activities per month are tracked in the HubSpot system, enabling data-driven decisions and automated workflows.

  • Cost savings: By migrating the company website to HubSpot, external hosting and maintenance costs are eliminated - around €25,000 per year.

  • Scalable growth: COPA-DATA has created a solid basis for efficiently implementing international growth, sustainably optimizing processes and improving collaboration between marketing and sales.

Insights into the back and front end

CDPC Members Page COPA-DATA
Efficient lead generation & interactive chatbot: Integrated forms, call-to-actions and the chatbot - which has been connected to the zenon Engineering Assistant via an interface - capture leads directly into the HubSpot CRM, answer visitor questions in real time and actively support the conversion rate.
Copa-Data5
konzepthaus developed a comprehensive custom theme for the website with modern templates and numerous custom content modules. The implemented logics for dynamic content and the close integration of custom objects through to HubDBs create a variety of automatisms and synergies that unfold across the entire platform - particularly visible on the Partner Membership Page, for example, where these mechanisms come into effect in their full depth.
Screenshot 2025-11-18 at 11.44.30
The Interests module controls the assignment of content to areas of interest in the backend and thus enables dynamic filtering and personalized display in the frontend.

This is what
our customer says

Constantin von Pander
We see HubSpot as a scalable platform for our growth. The investment has paid off several times over in terms of efficiency, synergy effects and customer experience.
Constantin von Pander
Senior Expert Digital Strategy & Solutions, COPA-DATA

Outlook Expansion and further development of the HubSpot platform

Based on the successful implementation and in the context of its growth, COPA-DATA is planning to expand HubSpot further. The realization of AI-supported solutions with the new LOOP playbook through to AEO analytics in marketing is planned. In this context, extensions to the website with dynamic content and personalization use cases for optimizing the customer journey are also being evaluated. Further developments in the system landscape around the central CRM, for example by expanding integrations and implementing data hub functionalities, also play an important role - with the aim of achieving further global increases in efficiency and scalability.

For us at konzepthaus Web Solutions, the joint implementation of the CRM system in the Marketing & Sales division and the optimization of the website with the outstanding team from COPA-DATA were a prime example of successful collaboration. Based on mutual trust, the courage to break new ground, an agile approach and open communication at all times, we successfully implemented a complex project at the highest technical level - many thanks to COPA-DATA for the partnership-based cooperation.
Monika Wisser
Managing Director, konzepthaus Web Solutions GmbH

The following HubSpot technologies are used

Marketing Hub
For the implementation and analysis of marketing campaigns
Content Hub
For the realization, administration and optimization of the company website
CRM
Central database for all customer interactions
Sales Hub
For efficient lead management and sales automation
Operations Hub
For technically complex workflows & automation

Get to know the concept house Convinced?
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As experts in technology and integration, we rely on the HubSpot CRM platform to create solutions that go far beyond the ordinary.

We support you with CRM implementation for sales, marketing and service. In addition, we create customized concepts for the development of websites, the construction of platforms and system integrations and migrations.

At konzepthaus, you get 100% individual solutions that are perfectly tailored to your current processes and systems.

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