Transforming Blackford's AI Portfolio and Website with HubSpot

The Challenge

Blackford Analysis’ primary challenge was managing their AI portfolio directory, which is a crucial part of their sales and product strategy. Their WordPress website made content updates slow and difficult, and the portfolio's filter system was clunky, leading to a poor user experience. The product team had to manually update data in separate systems, as the software they used to manage vendor data did not communicate with the website. This disconnection resulted in duplicating efforts and inconsistencies in data, making it hard for the marketing and sales teams to showcase the AI portfolio effectively.

The Solution

The solution included a full replatforming of Blackford Analysis’ website to HubSpot, with an emphasis on improving the functionality of the AI portfolio directory. We implemented dynamic modules built with React and integrated with Airable, the product team’s software to streamline data management. The new system simplified the user experience by enhancing filtering options, enabling real-time updates, and allowing the marketing team to easily feature specific AI applications across the website.

We replatformed Blackford Analysis’ website and AI portfolio directory from WordPress to HubSpot, significantly improving the user experience and streamlining operations, redesigning the portfolio filtering system and making it more intuitive by organizing applications based on subspecialties, modalities, and clearances.

We designed the portfolio directory to reflect the complex structure of Blackford’s offerings, ensuring each partner brand and its respective applications were displayed accurately and engagingly. Dynamic modules were crucial in allowing the marketing team to pull specific apps across different pages, giving them creative flexibility and saving time.

"The integration between HubSpot and Airtable gave our team the control we needed to manage the AI portfolio efficiently. We can now create and update partner brand pages and child application pages seamlessly, which has made our entire workflow much smoother." — Adri Darazzi , Partnership Marketing Manager, Blackford Analysis

The new portfolio directory, built with React, is fully integrated with the Airtable, product team’s software, allowing for real-time updates directly from a single system. This integration means that data related to the AI portfolio, such as application descriptions, logos, and categories, can now be managed centrally, with updates automatically reflected on the website. This eliminated the need for duplicate data entry and ensured that both the marketing and product teams have full control over content, improving efficiency across the board.

Additionally, the new dynamic modules we implemented allow specific applications to be featured across multiple pages on the website, giving the marketing team the flexibility to easily showcase relevant applications on different parts of the site.

The integration also allowed Blackford's product team to update data in real-time from a single source, enabling efficient content management and reducing redundancy. These improvements facilitated a more streamlined workflow and significantly boosted the productivity of the marketing and product teams.

The Results

Since launching the replatformed website in late last year, Blackford Analysis has seen remarkable growth. Website sessions surged by 69.9%, while lead generation skyrocketed by 90.86%. The conversion rate from leads to MQLs increased by 29.97%, and the deal value from website-sourced leads grew by an impressive 50.79%.

Beyond the immediate results, our ongoing optimisation efforts have further enhanced their website’s performance. Recent improvements include React UI components within HubSpot, using GraphQL for secure data requests and optimising performance through data caching. React components are now centrally managed, enhancing version control, collaboration, and maintenance across their platform.

Blackford Analysis continues to benefit from the power and flexibility of HubSpot, driving growth and efficiency as they expand their leadership in AI Radiology.