Facilicom Group is one of Europe's largest facility services providers, with subsidiaries spanning cleaning, security, catering and building maintenance. But multiple brands meant fragmented marketing: separate websites, disconnected customer data and missed cross-selling opportunities. Together, we built an integrated marketing engine with HubSpot for b2b at its core, connecting 10+ websites, 100,000 contacts and 300 automated workflows. The result: a data-driven approach that turns leads into customers across the entire Facilicom family.
Unified marketing across 10+ subsidiary brands
HubSpot CRM with 300 workflows and 100,000 contacts
Drupal multisite architecture for consistent web presence
Salesforce integration for seamless sales handover
Always-on content marketing, SEO and performance campaigns
The challenge
How do you market a group of facility services brands without cannibalising each other? And how do you turn fragmented customer data into a cross-selling machine that benefits every subsidiary?
The solution
An integrated tech stack with HubSpot as the marketing brain, Drupal multisite for web presence, and Salesforce for sales. Combined with always-on content marketing, SEO and paid campaigns that drive qualified leads across the portfolio.
Five years of always-on marketing partnership
Facilicom Group is a European leader in facility services, operating brands like Trigion (security), Albron (catering), Breijer (building services) and Gom (cleaning). With thousands of employees and clients ranging from offices to airports, Facilicom keeps organisations running smoothly behind the scenes.
Our partnership began over five years ago and has evolved into a true always-on collaboration. We function as Facilicom's extended marketing team: developing strategy, creating content, managing campaigns and optimising the technology stack. This isn't project-based work; it's continuous improvement across every digital touchpoint, driven by shared goals and mutual trust.
The multi-brand challenge in b2b services
Facility services is a relationship business. Clients often start with one service, perhaps cleaning, and later expand to security or catering. But when each subsidiary markets independently, those cross-selling opportunities slip through the cracks. A client enjoying Facilicom's cleaning services doesn't know the company also offers security. A security prospect isn't nurtured towards the service of building maintenance.
Facilicom needed a unified approach: one view of the customer, one content strategy, one lead nurturing machine that serves all brands without losing their individual identities.
Why HubSpot for b2b sits at the centre
HubSpot became Facilicom's marketing command centre. With over 100,000 contacts and 300 automated workflows, it orchestrates the entire customer journey: from first website visit to qualified lead to sales handover.
The power lies in connection. When a prospect downloads a white paper on workplace security, HubSpot knows. When they later visit the cleaning services page, the system recognises the cross-sell potential. Lead scoring identifies who's ready for sales contact. Automated nurturing keeps everyone else warm until they are.
Drupal multisite: one platform, many brands
Each Facilicom subsidiary needs its own identity. Trigion's security expertise requires different messaging than Albron's hospitality focus. Yet managing 10+ separate websites creates inefficiency and inconsistency.
We built a Drupal multisite architecture that solves both problems. Each brand gets a dedicated website with tailored design and content. Behind the scenes, they share infrastructure, components and governance. Updates roll out consistently. Brand guidelines stay intact. And the marketing team manages everything from one place.
Salesforce integration: no leads left behind
Marketing generates interest. Sales closes deals. But the handover often breaks down. Leads get lost. Follow-up takes too long. Sales lacks context on what prospects actually care about.
We integrated HubSpot with Salesforce to create a seamless flow. When a lead reaches the right score, it automatically transfers to sales with full history: pages visited, content downloaded, emails opened. Sales knows exactly where to start the conversation. And marketing sees what happens next, enabling continuous optimisation.
Content that earns attention
In b2b facility services, trust is everything. Prospects need to believe you can keep their buildings clean, their people safe, their operations running. That trust starts with content.
We develop blogs, white papers, case studies and web copy that position Facilicom's brands as experts. SEO ensures this content gets found. Paid campaigns amplify reach to target accounts. And every piece feeds the HubSpot engine, generating leads that nurture into customers.
Data-driven optimisation, always on
This isn't a set-and-forget operation. We continuously analyse performance across channels, campaigns and brands. Which content generates qualified leads? Which workflows convert best? Where do prospects drop off?
These insights drive decisions. Budgets shift to what works. Messaging evolves based on engagement. The HubSpot for b2b setup becomes smarter over time, learning from every interaction across the Facilicom portfolio.
The numbers
1+
Subsidiary brand websites on Drupal multisite
1
Contacts managed in HubSpot CRM
1
Automated marketing workflows
1+
Years of continuous partnership
A marketing engine built for multi-brand growth
Facilicom's marketing transformation proves that b2b complexity doesn't require b2b chaos. By unifying technology, data and strategy, we turned fragmented subsidiary marketing into a coordinated growth machine.
The HubSpot for b2b setup delivers visibility that was previously impossible: which brands generate leads for others, which content drives cross-sell, which accounts show buying signals across services. Sales teams receive warmer, better-qualified leads with full context. Marketing teams work more efficiently, managing multiple brands without multiplying effort.
Most importantly, the system keeps improving. Five years of always-on partnership means continuous learning, optimisation and evolution. As Facilicom grows and market conditions change, the marketing engine adapts with them.
