Customer Story: YSOFT

About Y Soft

Y Soft is an innovative global technology company specializing in enterprise office solutions designed to increase productivity and reduce costs. They offer a large portfolio of services that includes print management, 3D printing solutions, card readers and edge devices, automated software testing, as well as an employee experience platform. Headquartered in Brno, Czech Republic, Y Soft operates worldwide with regional offices and partners.

This story covers how we worked with Y Soft to build a consistent experience on a 5-brand HubSpot website.

You’ll find comments from Audrey Agahan, VP of Marketing at Y Soft, Jitka Hodálová, Digital Marketing Specialist at Y Soft, and Mikko Laaksonen, HubSpot lead at Advance B2B.

"This was our third web project with Advance B2B and definitely our most complicated one yet. I had a vision of unifying five different microsites with five different URLs and branding into one single site. One of those sites was on HubSpot, but the rest were on a different platform. It was such a daunting challenge, yet Advance B2B knocked it out of the ballpark, as always. The project was finished on schedule, and they kept our team relaxed and sane throughout the entire journey." Said Audrey Agahan, VP of Marketing

Services provided

Website design

Custom HubSpot modules

Website migration

The challenge:

Unifying 5 unique brands under one domain

Y Soft had five different brands spread across five distinct domains.

(SAFEQ) Print management
(BE3D) 3D printing
(Hardware) Card readers and edge devices
(AIVA) Automated software testing
(Clerbo) Employee experience platform

The idea was to migrate all brands under the ysoft.com domain and preserve each brand’s unique identity.

So, the challenge was to maintain the distinctive look and feel of each product brand, with individual logos and colors, while maintaining a consistent user experience across the Y Soft website.

Our Approach:

Building a multi-brand HubSpot environment

After carefully planning our next steps with Audrey and her team, we developed a sophisticated multibrand setup under one website, using HubSpot.

Although Y Soft had visual guidelines, they still needed a concrete and functioning website layout.

Key features of this setup included:

Shared HubSpot modules across brands: Y Soft can now use HubSpot modules across different brands, making it a lot simpler to update and maintain.
Adaptive Themes and Layouts: We ensured that the backend is user-friendly with no need for coding — everything can be managed within the editor. If they need a specific hero section for a brand, they can simply switch themes thanks to a custom process designed by Advance B2B’s HubSpot developers.

Handling redirects and domain setup

Audrey and her team had done an excellent job securing top rankings across all 5 brands, and a significant concern of theirs was obviously to at least maintain this performance post-migration.

We meticulously handled redirects and domain setups to not only prevent any loss in traffic, but to actually build a new structure that would support Y Soft’s growth.

And our efforts paid off, as Y Soft experienced consistent growth post-migration with no dip in their KPIs. “Although it’s still early to assess long-term results just three months after our migration, the numbers already show that consolidating all product pages under one domain has greatly improved user experience, leading to a 317% increase in total users compared to last year. This change has enhanced our visibility and engagement, which currently sits at around 57%, aligning us with industry standards and our business goals.

In the first three months of post-migration, we've acquired a total of 20,200 users, with a returning user rate of approximately 21%, indicating a solid level of engagement and suggesting that the migration has positively impacted user retention. Our average session duration has improved to over 2 minutes, showing that our content is more relevant and engaging. We’re also thrilled to receive positive feedback from our colleagues.

The migration to the new system has not only simplified our web structure for easier maintenance but has also enhanced user experience, making navigation smoother and more intuitive for our visitors.” Said Jitka Hodálová, Digital Marketing Specialist.

Building advanced and custom solutions

"Truth be told, from a technical standpoint, Y Soft’s new website is one of the most advanced projects we've executed", said Mikko Laaksonen, HubSpot lead at Advance B2B.

Notable deliveries included:

Building a dynamic list with thousands of rows on HubDB

Y Soft wanted to offer a comprehensive, filterable, and publicly accessible list of devices compatible with their SAFEQ software to help customers and prospects.

Previously, Y Soft relied on a complex device list featured behind a login on their partner portal. The old setup was not considered user-friendly by Y Soft or their partners, and the previous system it relied on made bulk updates impossible.

We fixed that.

Together with Y Soft, we created a new UI and a simplified technical backend, making it easier for the team to maintain and update thousands of rows of data efficiently. This solution is also a white-label feature that their partners can use on their websites.

Automate the creation of a demo environment for new users

YSoft Clerbo is a platform built for onboarding, training, and growing teams. When browsing the website, visitors can request to see a demo environment.

We built a bridge between HubSpot and the demo environment to check whether users were new or returning to the demo environment. If a user requests a demo for the first time, our custom integration facilitates the creation of a new demo environment.

Display open positions in real-time via Greenhouse Integration

No one really wants to embed charts and tables that look nothing like the rest of their website.

So, we built a custom integration for Y Soft that seamlessly displays their open position via Greenhouse for the user.

"In the first three months of post-migration, we've acquired a total of 20,200 users, with a returning user rate of approximately 21%, indicating that the migration has positively impacted user retention. Our average session duration has improved to over 2 minutes, showing that our content is more relevant and engaging. We’re also thrilled to receive positive feedback from our colleagues."

Jitka Hodálová
Digital Marketing Specialist, Y Soft

Always seeking smarter ways to use HubSpot

What sets Y Soft apart is their spot-on & strategic utilization of HubSpot.

Their in-house team understands the platform's full potential and leverages it for marketing, sales, and knowledge management.

They have successfully aligned marketing and sales practices with RevOps thinking, utilizing tools effectively to foster growth and collaboration.

What we learned from this journey

Of course, heavy projects such as this one are full of learning both for us and for our customers.

Never underestimate the effect of the summer months

In this case, we learned the hard way that we should have been more realistic with planning a project over the summer.

Due to clashes in the agenda (it was difficult to have everyone in the same room in July), we quickly realized that we had to delay the entire project delivery by a month (at no additional cost for Y Soft).

Rebuilding a 5000-row table… twice

We had to build the dynamic hardware compatibility device list twice.

Initially, a limit prevented us from displaying the content properly. As a result, we had to redesign the entire setup to bypass the constraints.

Now, even though this is one of those things you can’t know before you set out to do it, this bump in the road did not translate into additional costs for Y Soft.

We adapted and learned from the experience and, ultimately, found a solution that yielded an excellent end result, demonstrating our commitment to overcoming obstacles and delivering high-quality outcomes.

Making compromises due to API-related constraints

During the Greenhouse integration for the job feed, we encountered a problem that led us to compromise.

Initially, we aimed to implement the integration as requested by the Y Soft team, only to realize that the necessary information couldn't be consolidated from a single API. The problem? HubSpot’s restriction against merging multiple APIs. Faced with these constraints, we had to compromise by selecting the API that provided the most comprehensive information.

Unleashing the power of HubSpot

Our collaboration with Y Soft illustrates what strategic collaboration, creativity, and advanced technological solutions such as HubSpot can achieve.

By focusing on maintaining brand identity, ensuring seamless user experience, and leveraging HubSpot's full potential, we helped Y Soft not just rebrand but revolutionize its digital presence.

Feeling inspired? Reach out!

Y Soft

Building a consistent experience on a 5-brand HubSpot website