Viedoc sees immediate impact from new HubSpot website
Jun 19, 2025
When Datel, the UK's leading Sage partner with 40 years of heritage, decided to add Sage Intacct to its portfolio in 2021, they faced a big challenge. This wasn't just adding another product to the mix, it meant attracting a new type of buyer, serving different industries, and establishing themselves in an unfamiliar market.
Working with Blend, Datel underwent a complete brand and website transformation powered by HubSpot Content Hub. The challenge was to preserve their 40-year heritage while creating a digital-first experience that would build credibility with new audiences as they introduced a new product to an expanded set of buyers.
The results speak for themselves. Since then, they’ve seen a 35% increase in turnover, 63% increase in profit, and an 800% ROI on their marketing in-year investment.
Datel faced a pivotal moment in 2021. Despite their established dominance in Sage finance and ERP, they recognised that future growth required adopting the cloud-based Sage solution Sage Intacct and attracting an entirely new industry sector - service businesses.
This wasn't simply adding another product to their portfolio. As Emma Pownall, Datel's Marketing Director, explained:
"We had to attract a different type of buyer for a different type of software going through a different buying cycle. And from a standing start, so we had to establish a brand in that space."
Key challenges:
The timing pressure was critical. Sage had provided initial opportunities to help launch Intacct, but this grace period was temporary. By 2023, Datel needed to generate their own pipeline or risk losing their strategic position with the product.
As Emma explains:
"We had to attract a different type of buyer for a different type of software going through a different buying cycle. And from a standing start, so we had to establish a brand in that space."
Datel partnered with Blend to execute a comprehensive brand and website transformation powered by HubSpot Content Hub.
The brand transformation needed to preserve Datel's value and expertise while creating a visual identity that could resonate with new decision-makers. The challenge was maintaining the trust and credibility associated with their established reputation while showcasing their approach to a completely new audience.
The rebrand preserved Datel's iconic red square, central to their identity for four decades, while creating a complementary visual system that could appeal to new buyers. Professional photography showcased their people and expertise, while bespoke hand-drawn illustrations communicated specific value propositions relevant to the audience.
The refined colour palette maintained the essential red while adding warmth and digital accessibility, ensuring the brand could work effectively across all digital channels while supporting the different messaging required for today’s buyers.
The website transformation represented a fundamental shift in strategy and approach, enabled by HubSpot Content Hub's features.
As Emma noted:
"We moved very much to a demand gen site, so we removed points of friction for the buyer and ungated all of the content."
This complete departure from traditional lead generation to buyer enablement recognised that Intacct prospects wanted comprehensive information before engaging.
HubSpot Content Hub provided the essential platform for this transformation, enabling consistent brand presentation across all digital touchpoints while giving Datel's team easy content management without technical dependencies.
The platform supported their demand generation strategy through comprehensive content distribution, with HubDB integration handling complex product information and resources.
The site was completely reimagined around buyer needs rather than company structure.
Recognising that 50% of their customers stay with them for five years or more, Datel needed a dual-website approach. The main site focuses on attracting new prospects, while a dedicated customer microsite provides a VIP experience for existing clients, using a darker brand treatment to create a premium feeling space.
The HubSpot-powered transformation fuelled exceptional results that enabled Datel to boost its business trajectory and market position.
The business impact of the rebrand and addition of Sage Intacct was immediate and sustained:
"Everything else has stayed pretty steady, so the growth has been fueled by taking this product on, attracting the right type of buyers and growing in the market."
Emma Pownall, Marketing Director at Datel
The HubSpot-powered transformation delivered consistent quarter-over-quarter improvements across all key marketing metrics.
The focus on generating and converting high-quality traffic saw positive and consistent growth across the 12-month period:
The transformation fundamentally changed Datel's trajectory through four key elements:
