Enterprise Organizational HubSpot Implementation Leads to Big Growth
Atlas Van Lines operates multiple brands out of their HubSpot Enterprise Suite
OVERVIEW Securing systems and modernizing processes to support future growth
Atlas Van Lines has been a community partner supporting the moving and relocations of families since 1948. Since then, they have grown into one of the largest moving providers in the market. Managed under Atlas World Group, 10 subsidiaries help with transportation, storage and relocation services on a global scale. But their digital infrastructure wasn't keeping up.
Atlas historically used a CMS called Kentico who supported the hosting and content management of 10 different websites. Platformed on Kentico 11 and 13, there were numerous security risks flagged by IT which drove the urgency to migrate all sites over to HubSpot content hub enterprise.
CHALLENGE Migrate multiple websites with a high risk of disruption, into a partitioned HubSpot Enterprise portal
Instrumental was brought in to support the recreation of the Atlas brand websites into HubSpot. With so many websites to address, we needed to prioritize and structure a roll out plan that minimized disruption to the organization, and didn't require a ton of lift from the Atlas team.
We prioritized the flagship Atlas Van Lines site and one subsidiary for Atlas Logistics. By staggering these two sites, we were able to maintain momentum through the discovery, development, and QA phases.
- 8 website roll-out plan for HubSpot content hub migration
- Improve security compliance and IT resolution criteria
- Custom theme development with full content migration
- Enterprise portal partitioning for assets and various site inclusions
We took an initial approach of starting with a lower-priority site to establish a good working relationship before addressing the flagship site. We sought to build trust, demonstrate expertise, and define a cadence that would set the stage for additional projects in the future.
However, priorities quickly shifted, and the need to secure their most important site and establish lead flow into their new HubSpot CRM became agenda item #1, and we had no time to waste. Instrumental rose to the challenge. Leaning on our established framework and project execution, we were able to ensure we delivered a fully functional HubSpot site within their timeline and without dozens of hours needed from the Atlas team.
"Replatforming the Atlas websites to HubSpot was critical for the organization to support future growth. With renewed focus on lead generation and conversion optimization, having the right tools provided the team the ability to scale the website to support various marketing, SEO and paid media strategies."
Mike Del Cuore
SOLUTION A multi-phase HubSpot Migration with intent to grow and scale.
Prioritizing the most critical
In order to be most efficient, we decided to focus on the highest risk sites that required the most updating. By replatforming over to HubSpot's CMS, we were able to immediately fix all vulnerability issues. We kicked off 3 website migrations in the first 3 months of the year. By staggering kickoffs, we were able to maintain velocity through development, and tackle a ton of pages.
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Atlas Van Lines
- Atlas World Group
- Atlas Logistics
Over the course of the following 9 months, we supported Atlas across 5 other websites. Additionally, we identified several other areas opportunity to drive value for the client.
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Designing updated custom pages
- Microsite development
- Web optimization support
A strategic approach to activation
We took a multi faceted approach to the project with migrating some sites 1:1 over to HubSpot. While others took the migration as an opportunity to improve the design and user experience.
We were able to leverage HubSpot best practice to centralize content management using HubDB for various databases. This allowed us to present dynamic, searchable content on the site while reducing the amount of on page editing. Putting hours back in the teams day-to-day website management.
- Master website strategy document
- Blog content audit and XML export
- Functional requirements mapping
- Sitemap & meta information documentation
Playing nice with others
Prior to connecting with Atlas, the client hired another vendor to help build out their CRM and related forms, fields, and properties. This was no problem at all for Instrumental Group. We aligned across teams to help establish the RACI model of who owns what. By ensuring we knew who was responsible for the back end CRM buildout, and how that tied into the front end website, we were able to streamline our efforts across multiple resources.
Launch is just the beginning
After an exhaustive QA and validation process, ensuring we had full signoff from legal, compliance, and IT, we assisted the Atlas team in a staggered launch of the various sites. Fortunately HubSpot makes it extremely easy to go live on their platform with a simple A record and cName record update at the registrar, we had liftoff.
Once the propagation was finalized, our team tested the sites from both visual and functional perspectives to ensure smooth operation.
However, now that we had a solid foundation, it was time to scale. Throughout the projects, we identified opportunities to expand the site content by creating "micro-sites" for each of their partners. Again, leveraging HubDB, we were able to present a more dynamic broker experience.
Additionally, we collaborated with the Atlas team on a "city guide" initiative to present robust, rich content about the cities and surrounding areas in which they operated. By tying the new content into their SEO strategy, we aimed to improve rankings and increase overall traffic to the site.
The Path Forward Market & Sell for Scale
Through our work with the website projects, Instrumental was able to build trust, demonstrate expertise, and be that strategic partner Atlas needed. Those efforts also identified greater opportunities to support the Atlas team.
Paid Media Management
Historically, Atlas lacked visibility into their paid advertising efforts. With a healthy ad budget, they were seeing impressions, but unable to tie back form fills, which is what was considered an actual conversion. Instrumental group stepped in help.
- Full audit of existing campaigns and advertising efforts
- Ad strategy and creative development
- Establish Ad tracking through HubSpot marketing hub with related reporting
- Maintain existing Ad campaigns and launch optimized re-targeting
Within the first week, we were able to demonstrate progress towards both lead generation with the creation of 31 new contacts. But perhaps even more exciting, was that our average cost per lead was more than 25% lower than historical performance. ($29.26 compared to $43.02).
From April to August 2025, we increased Facebook ad clicks by almost 400%, with just under 28,000 clicks for both Facebook and Google over the four-month period.
Omni-channel Demand Generation
Instrumental Group went even further with the Atlas team. Byond ensuring their paid efforts remained sound, we put together a full omnichannel demand generation strategy to drive meaningful business growth. By taking a holistic approach toward targeted goals and KPIs, we were able to bring a ton of horsepower and brainpower to the relationship.
Instrumental takes a two-pronged approach toward marketing.
Inbound Foundations - this is general inbound marketing that leverages content for brand awareness and market coverage.
Targeted Campaigns - more of an ABM style approach to go out and hunt for leads to fill pipeline.
Inbound Foundations
- Search Engine Optimization
- Content marketing
- Email marketing
- Social media Marketing
- Paid Ad management
Targeted Campaigns
- Audience identification
- Offer development
- Syndication and outreach strategy
- Campaign tracking and optimization
- Campaign reporting
And it works! Our methodology allows our team to go very wide for our clients and support a variety of needs—often more than what is reasonable to hire for internally, at a fraction of the cost.
Taking a holistic approach to lead gen, we developed a targeted SEO strategy to compliment Atlas' paid efforts. Over the 3 month period from May to July 2025, we increased their overall session totals by nearly 50% month-over-month.
Our SEO strategy for the newly launched HubSpot website was able to drive Atlas' rankings to over 1900 keywords on the first page. Mitigating the slippage of a replatform, we were able to help Atlas' rankings bounce back stronger than before the migration.
Increased traffic was good, but we wanted more qualified traffic. We wanted to convert better opportunities to drive a meaningful business impact. Sessions and impressions weren't enough. We needed leads!
With our focus on a streamlined user experience and closely monitoring our conversion path optimization, from April through August of 2025, we were able to increase total form submissions by 141.88%, with an over 30% increase in the page view-to-submission rate.
With an increase in time on page by 24% to almost 4 minutes, and a decrease in bounce rates for landing pages by 15%, we could see that our strategy was effective, and users were able to qualify and convert more effectively.
LOOKING AHEAD Supporting Future Growth
With our marketing efforts underway for Atlas Van Lines and all core brand sites migrated to HubSpot, we are now supporting additional divisions of the business. With a renewed focus on their subsidiaries, Instrumental Group is supporting Atlas's international divisions as well as their vast broker network. Our goal is simple: to help modernize with the best tech available in an effort to scale business and drive revenue.