---
title: Case study mbudo - GILMAR
description: This is how GILMAR integrated HubSpot to optimise lead acquisition, follow-up and conversion, boosting the efficiency of its entire sales team
image: https://mbudo.com/hubfs/mockup%20caso%20de%20exito-1.png
---
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# GILMAR
[](https://mbudo.com/en/case-study-mbudo-gilmar#threeColResources)
## CRM integration for email marketing: the key step that boosted lead generation
With over four decades of experience, GILMAR is now one of the leading real estate companies in Spain. Its team combines expertise, specialised market knowledge, and a strong commercial network to guide thousands of people in purchasing their home or making property investments with confidence.
Industry: Real State
Company size:201-500 employees
Case study: Marketing Onboarding, CRM Integration, email marketing
Products: HubSpot Hub Enterprise
### GILMAR’s challenge
In a large company like GILMAR, the absence of a centralised email marketing platform has a direct impact on business results:
- **Scattered data:** Duplicate contacts, outdated records and inconsistent information
- **Highly limited segmentation:** Bulk email sends with no personalisation
- **Slow, manual processes:** Lack of automation, demanding significant time and human resources
- **No performance measurement:** Limited clarity on open rates, clicks, conversions, etc.
- **Direct impact on sales and marketing:** Leads that go cold due to insufficient follow-up
### The solution
At mbudo, we proposed a comprehensive solution for GILMAR based on the implementation of HubSpot as their marketing platform, fully synchronised with their CRM, ensuring data unification and centralised information management. At the same time, we launched an email marketing strategy supported by lead nurturing workflows, allowing each contact to be accompanied throughout their customer journey with personalised, conversion-focused communications.
The process involved:
- Migration and synchronisation of data from GILMAR’s CRM to HubSpot, ensuring that all information on contacts, properties and interactions remained up to date at all times.
- Creation of custom objects and properties in HubSpot to reflect GILMAR’s real-estate business logic.
- **Advanced segmentation** using these objects and properties to design and deliver relevant communications to the right contacts.
- **Automation of communications** through workflows that deliver the right content at the right time, adapting to each customer’s stage in the buying cycle.
> “Working with HubSpot has completely transformed the way we manage our marketing, while also providing a full view of our customers. The platform allows us to automate processes, segment with precision, and send truly personalised communications. Having the mbudo team as our agency partner has been essential: their expertise and knowledge of HubSpot have guided us every step of the way, ensuring an efficient implementation and tangible results from day one. Thanks to mbudo, we have been able to fully leverage the platform’s potential and achieve real outcomes that directly impact our business.” Ignacio Mallagray – CMO GILMAR Spain
### The impact
Thanks to the implementation of HubSpot and its integration with their own CRM, at mbudo we work to:
**Maintain a unified and clean database:** Avoiding duplicates and ensuring a single up-to-date source of truth.
**Create smart automatisations:** Capable of carrying out tasks and communications autonomously, significantly reducing operational time.
**Set up advanced segmentation:** Using relevant criteria according to different target audience profiles or the content to be promoted.
**Build comprehensive, real-time reporting:** Enabling campaign performance measurement, identification of improvement opportunities and data-driven decision-making.
**Facilitate accurate data handover between marketing and sales:** Ensuring collaboration between both teams and improving lead follow-up from generation to conversion.
And all of this at scale, without losing traceability.
### Looking ahead to the future
GILMAR’s transformation has been not only technological, but also strategic. Thanks to HubSpot, GILMAR now has a robust infrastructure designed to maximise results and drive sustainable business growth. Every process is now more measurable, every interaction more relevant, and every opportunity more visible — enabling the company to anticipate market needs and gain a 360º view of the customer.
At mbudo, we will continue driving this evolution so that GILMAR remains at the forefront of the real estate sector. Our commitment is to keep optimising their digital ecosystem with more efficient campaigns, data-driven strategies and more agile processes.
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