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From parallel stacks to one scalable growth engine

IONOS needed to align two independent business units running on different systems. Here's how Hosting and Cloud were brought onto one shared HubSpot platform without disrupting live campaigns, strengthening governance, clarifying reporting and building a more scalable marketing operating model.

18

Markets consolidated

1

Unified marketing platform (HubSpot)

Scalable

Platform architecture

About the company

IONOS is a leading European cloud and hosting provider with a broad portfolio of digital solutions for SMEs, spanning domains, web hosting, website builders, and cloud infrastructure. The company operates at scale across 18 markets in Europe and North America and employs more than 4,000 people.

Within IONOS, the Hosting and Cloud business units operate independently, with distinct audiences, strategies and operating models. While this autonomy supports focus, it also makes it harder to standardise processes, align reporting and maintain a shared view of performance across marketing and revenue teams.

The challenge

IONOS faced a classic scaling challenge: both units had strong capabilities, but they operated on different systems. Hosting had built mature marketing operations in HubSpot, while Cloud relied on Pardot within a Salesforce setup. As the organisations grew, the parallel stacks created friction, with inconsistent lead logic, fragmented reporting and manual handovers that slowed execution and weakened sales alignment.

The consolidation added another layer of complexity. Hosting’s marketing engine had to keep running, so the team needed to execute the migration without disrupting live campaigns, compromising data quality, or putting compliant customer communication at risk.

The collaboration with Siloy was a real success factor. They supported us not only technically, but also in shaping our strategic direction.

1669876511699 Melina GillardHead of Marketing Automation, Ionos

Our approach

The programme framed the initiative as an operating model consolidation, not just a tool switch. The goal was to bring two independent organisations onto a shared platform, improve standardisation, and preserve autonomy where it mattered most.

The approach combined three tracks that ran in parallel:

  1. Operational blueprint: The team defined a shared model for lead generation, campaign builds, scoring logic and reporting definitions, ensuring both units measured success in the same way.

  2. Controlled migration and risk management: The team executed a phased transition, moving Cloud capabilities into HubSpot step by step to protect business continuity for Hosting and avoid a “big bang” disruption.

  3. Adoption and change enablement: Training, documentation, and stakeholder alignment so the new platform translates into new behaviours, not just new software.

Therefore, the consolidation improved how teams work, not just where they work.

The solution

Siloy integrated Cloud into the existing HubSpot environment used by Hosting, creating a single, central platform for customer communication and measurable performance.

The delivery focused on three core layers:

1. Process standardisation
The team aligned and rebuilt core marketing processes with long-term maintainability in mind, including lead generation flows, campaign structures, scoring logic and reporting. They retired Pardot progressively, allowing Cloud to continue marketing activities throughout the transition.

2. Data and infrastructure
The team implemented a Salesforce connector for Cloud to enable targeted, bi-directional synchronisation between HubSpot and CRM. They migrated and rebuilt Cloud forms in HubSpot, creating a more consistent data capture model and reducing tool fragmentation.

3. Compliance and communication governance
The team designed a new double opt-in and subscription management setup for Cloud within HubSpot to support GDPR-compliant communication and consistent preference management across both units.

The team ran the entire programme as an organisational development initiative, supported by close collaboration between teams and a project plan that allowed flexibility as priorities evolved.

The result

IONOS now runs both Hosting and Cloud marketing on a single HubSpot platform, creating one shared source of truth for execution and measurement. Teams use consistent, data-driven reporting and analysis across both units, improving transparency and strengthening commercial alignment.

The consolidation reduced siloed working, streamlined automation and made operations easier to manage at scale. Crucially, the team completed the migration without disrupting ongoing marketing activity, protecting business continuity while modernising the marketing operating model.

Next, the team will extend the platform further through additional integrations, deeper automation and expanded dashboards and reporting.

Key results

  • One central platform across Hosting and Cloud HubSpot replaced parallel tooling and created a shared foundation for data and processes.
  • Standardised lead management and reporting Shared scoring and measurement improved transparency and cross-team alignment.
  • Migration without business interruption A phased approach ensured Hosting marketing continued uninterrupted while Cloud transitioned.
  • Modern, compliant customer communication Double opt-in and subscription management strengthened governance and GDPR alignment.

Turn your relationships into results

Results like these don't happen by chance. They come from understanding your business, aligning around shared goals, and executing with precision. Ready to turn your customer relationships into results?

Adriano Tagliarina

CEO TRIALTA & Regional Director Siloy DACH

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Katrin Gartenschläger

Account Executive

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