Ceva Animal Health Drives Lead Generation With Two HubSpot Microsites

A content marketing and demand generation strategy that helped build two specialized digital ecosystems, increase organic traffic, and attract qualified leads among swine producers and veterinarians.

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Challenge and Results

Ceva Animal Health is an international company specializing in animal health, with different business areas tailored to specific species and professional audiences. Within its swine division, the brand wanted to create dedicated digital spaces to connect with both producers and veterinarians through technical, specialized content.

To achieve this, two HubSpot microsites were developed: one for swine producers and another for veterinarians, each featuring a blog and downloadable resources. A lead generation strategy combining paid media campaigns was also launched, helping generate qualified demand and grow the database for both audiences, while keeping analytics and performance tracking centralized within HubSpot.

1

Create a Specialized Digital Hub for Swine Producers

Build a microsite separate from the corporate website to provide valuable content, resources, and campaigns specifically designed for swine producers, while bringing all organic content efforts together through a dedicated blog.

2

Generate Qualified Demand Through Organic Content

Launch an SEO and content strategy built around specialized articles, lead magnets, and downloadable resources to attract qualified traffic and generate new contacts. After nearly two years of work, 43.6% of the targeted keywords ranked in Google's top three positions by the end of 2025.

3

Replicate the Model for Veterinarians

Develop a second technical HubSpot microsite for veterinarians, the company's primary target audience. This resource hub was integrated into the main website under the "Expertise" section and organized around key topics and resources for veterinary professionals. For this ecosystem, a lead qualification process was also implemented, making it possible to confirm that 100% of the captured users were based in Spain and worked in the swine industry.

2 Specialized Microsites

A digital ecosystem segmented by audiences. Two independent HubSpot microsites were developed: one for swine producers and one for veterinarians, each featuring content tailored to its buyer persona. A custom module was created to display ebooks and webinars filtered by category. This ecosystem helped establish a focused content strategy and turned organic traffic into the main acquisition channel, accounting for more than 76% of total sessions.

A Platform Built for Growth

Scalability and centralized management in HubSpot. The microsites made it possible to centralize content, downloadable resources, and lead generation campaigns within a scalable HubSpot environment. This structure made it easier to add new topics, lead magnets, and demand generation initiatives. It also supported the expansion of the digital ecosystem with a second microsite dedicated to veterinarians.

Strong Foundation for SEO & Inbound Marketing

Growth through organic content and lead gen campaigns. The new digital structure supported the development of SEO strategies, lead magnets, and demand generation campaigns. The initiative started with the producer audience and later expanded to veterinarians, while also incorporating Meta Ads campaigns. As a result, organic sessions increased by 26.88%.

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