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Everything you need to know about our Martech Engineering Services

At Inbound Emotion, we believe in transparency and clear communication. This FAQ section is designed to answer all your questions about who we are, what we do and how we can help you achieve your business goals. If you do not find the answer you are looking for, do not hesitate to contact us directly.

About Inbound Emotion

What is Inbound Emotion?

Inbound Emotion is a goal-oriented Martech Engineering Agency. We are not a traditional marketing agency; we are a team of engineers, developers, designers and strategists who build and optimize the technology ecosystem that your marketing and sales need to work. Our mission is simple: if your technology doesn't work, nothing works

Where is Inbound Emotion located?

Our main office is located in Barcelona, Spain, at C/ Còrsega 66, 1er 2a, 08029. However, our reach is global. We work with clients throughout Europe and the United States, adapting to different time zones and markets.

How many years of experience does Inbound Emotion have?

Inbound Emotion was founded in 2013. We have more than 11 years of experience being pioneers in the implementation of technology for digital marketing in Spain and Europe. This decade of experience has allowed us to perfect our methodology and adapt to the rapid evolution of the Martech sector.

What kind of clients work with Inbound Emotion?

We work with a wide variety of clients, from growing startups to large corporations with complex technology needs. Our ideal clients are companies that understand that technology is a fundamental pillar of their growth strategy and are looking for a long-term partner to build and optimize their digital ecosystem. We have worked with brands such as Oxfam Intermón, Bassols 1790 and Actual Capital.

Is Inbound Emotion a HubSpot certified partner?

Yes, we are a HubSpot Certified Partner. Our team has the highest certifications in all areas of the platform, from the CMS Hub to the Marketing Hub, Sales Hub and Service Hub. This certification ensures that we apply best practices and have deep technical knowledge of the platform.

How can I contact Inbound Emotion?

You can contact us in several ways:

We will be happy to schedule a meeting to understand your needs.

CMS services (HubSpot and WordPress)

What HubSpot CMS services does Inbound Emotion offer?

We offer a comprehensive service for HubSpot CMS, which includes:

  • Native implementation: We build your website from scratch in HubSpot CMS Hub.
  • Migrations: We perform complete and secure migrations from WordPress, Drupal or other CMS to HubSpot.
  • Custom theme development: We create custom templates and modules that your team can easily manage without coding knowledge.
  • Optimization and maintenance: We improve the performance, security and functionality of your existing HubSpot website.
  • Complex integrations: We connect HubSpot CMS with ERPs (SAP, Microsoft Dynamics, Navision), external CRMs (Salesforce, Zoho), e-commerce platforms and any third-party system through custom APIs.

Do you also develop WordPress projects?

Yes. Although we are HubSpot certified experts, we also have extensive experience in WordPress website development and optimization. We understand that each project has different needs, and we choose the technology that best suits each client's goals and budget. Our project for Redessa is an example of our work with WordPress.

Do you migrate from WordPress to HubSpot CMS?

Yes, it is one of our specialties. We perform a thorough analysis of your current WordPress website, plan the migration of all content (pages, posts, images, metadata) and execute the process ensuring a smooth transition, without loss of SEO positioning and with minimal impact on your daily operations.

What are the advantages of HubSpot CMS over WordPress?

The choice depends on each project, but HubSpot CMS offers key advantages:

  • Native integration: It is fully integrated with HubSpot's CRM, allowing for unparalleled user customization and tracking.
  • Security and maintenance: HubSpot handles security, updates and hosting, reducing the technical burden on your team.
  • Ease of use: Its visual editor is designed to allow marketing teams to create and modify content autonomously.
  • Performance: HubSpot offers excellent upload performance and a global CDN included.

When do you recommend using WordPress instead of HubSpot?

We recommend WordPress in scenarios such as:

  • Tighter budgets: The initial development cost in WordPress can be lower.
  • Simpler projects: For corporate websites or blogs that do not require deep integration with a CRM.
  • Extreme flexibility: When you need a very specific level of customization at the code level that HubSpot does not allow due to its closed platform nature.

Can I manage my website on HubSpot or WordPress without technical knowledge?

absolutely! Our goal is to empower your team. In both HubSpot and WordPress, we build an intuitive and well-documented backend, with reusable templates and modules so you can create, edit and manage your website content without writing a single line of code.

Does Inbound Emotion create custom themes for HubSpot and WordPress?

Yes, we don't work with pre-purchased templates. We create 100% custom themes for each project, both in HubSpot and WordPress. This allows us to guarantee a unique design, clean and performance-optimized code, and functionality that is tailored exactly to your needs.

What does a HubSpot CMS project include?

A typical HubSpot CMS project includes:

  1. UI/UX strategy and design phase
  2. Theme and custom template development
  3. Content migration (if applicable)
  4. Implementation of tracking and analytics
  5. Integration with HubSpot's CRM
  6. Team training
  7. Post-launch support

What does a WordPress project include?

A WordPress project with us includes:

  1. UI/UX strategy and design phase
  2. Development of a custom theme
  3. Selection and implementation of optimized plugins
  4. Security and performance configuration
  5. Training to the team for content management
  6. Optional support and maintenance plan

Can you integrate HubSpot CMS with my external ERP or CRM?

Yes, this is one of our specialties. We perform complex integrations between HubSpot CMS and enterprise systems such as ERPs (SAP, Microsoft Dynamics, Navision, Sage) and external CRMs (Salesforce, Zoho, Microsoft Dynamics CRM). These integrations allow you to synchronize customer data, orders, inventory and any other critical information between systems, automating processes and eliminating manual data entry.

Is HubSpot CMS suitable for e-commerce?

HubSpot CMS enables e-commerce functionality, especially through its integration with Shopify. It is ideal for companies that want to combine a content and attraction marketing strategy with online sales. For e-commerce with very large catalogs or very complex transactional needs, we usually recommend Magento 2.0, although the final choice always depends on a detailed analysis of the project.

E-commerce and Magento Services

Do you work with Magento 2.0?

Yes, we are Magento 2.0 specialists. Magento is our platform of choice for e-commerce projects that require high scalability, customization and robust performance. We have worked on complex projects with Magento, such as the migration and redesign of Bassols 1790 online store.

Why choose Magento 2.0 for my online store?

Magento 2.0 is ideal for enterprise e-commerce projects that require:

  • Scalability: It can handle catalogs with hundreds of thousands of products and a high volume of transactions.
  • Flexibility: Allows an almost unlimited level of customization, both in the frontend and backend.
  • Extensions ecosystem: It has a huge marketplace of extensions to add any functionality.
  • B2B and B2C capabilities: Offers native functionality for both consumer and enterprise sales.
  • Multi-store and multi-language: Allows you to manage multiple stores and languages from a single installation.

For projects that require a balance between ease of use and scalability, we also recommend Shopify Plus or BigCommerce, especially if you prefer a SaaS solution with less technical maintenance overhead.

Do you migrate to Magento 2.0 from older versions?

Yes, we perform migrations from Magento 1 to Magento 2.0. This is a complex process that requires careful planning to migrate customer, order, product and extension data. We take care of the entire process to ensure a smooth transition with all the advantages of the new platform.

What other e-commerce platforms do you optimize?

In addition to Magento, we also have experience in optimizing and developing online stores on:

  • Shopify and Shopify Plus - Both standard and self-hosted enterprise version
  • BigCommerce - SaaS and self-hosted platform for enterprise e-commerce
  • WooCommerce (for WordPress)
  • Prestashop

We analyze your current platform and apply performance improvements, usability, custom integrations and optimizations to increase your sales.

Can you integrate my e-commerce with my ERP?

Yes, integration with Enterprise Resource Planning (ERP) systems is one of our specialties. We can synchronize your e-commerce (Magento, WooCommerce, etc.) with your ERP to automate the management of stock, orders, customers and invoicing, eliminating manual processes and reducing errors.

How much does an e-commerce project with Magento cost?

The cost of a Magento project is very variable and depends on the complexity of the design, the custom functionalities and the required integrations. A Magento project is a significant investment, generally higher than other platforms such as Shopify or WooCommerce. To give an accurate quote, we need to perform a detailed analysis of your requirements. Contact us for an evaluation.

Do you work with Shopify Plus and BigCommerce?

Yes, we are experts in Shopify Plus (the enterprise version of Shopify) and BigCommerce. These platforms are ideal for companies looking for a robust e-commerce solution but without the technical complexity of Magento. We offer implementation services, theme customization, custom application development, ERP and CRM integrations, and performance optimization. Shopify Plus and BigCommerce are especially suited for businesses that prioritize speed to launch and ease of management.

Do you offer post-launch support and maintenance?

Yes, we offer evolutionary support and maintenance plans for all e-commerce platforms (Magento, Shopify Plus, BigCommerce, WooCommerce, Prestashop). This includes security updates, performance optimization, troubleshooting and the development of new features to keep your online store growing and adapting to the market.

CRM and Marketing Automation

What is an all-in-one CRM?

An all-in-one CRM, like HubSpot, is a platform that unifies all the tools your marketing, sales and customer service teams need in one place. Instead of having data fragmented across multiple applications, an all-in-one CRM gives you a 360-degree view of every contact and allows you to manage the entire customer lifecycle centrally.

Can you integrate HubSpot CRM with my existing website?

Yes, we can integrate HubSpot CRM with your existing website, whether it is built on WordPress, Magento or any other CMS. This integration allows us to capture leads from your forms, track user behavior on your website and personalize the experience based on CRM data.

What marketing automations can you implement?

We can design and implement a wide range of marketing automations (workflows) to make your marketing more efficient:

  • Lead nurturing: Automatic email sequences to educate your prospects.
  • Lead qualification: Automatic lead scoring to identify the most sales-ready leads.
  • Internal tasks: Automatic creation of tasks for your sales team when a lead performs a key action.
  • Dynamic segmentation: Automatic classification of your contacts into lists according to their behavior or demographic data.

Is HubSpot CRM suitable for small businesses?

Yes. HubSpot offers different plans (including a very powerful free version) that suit businesses of all sizes. It's a scalable platform that can grow with your business. For small businesses, it's a great way to start professionalizing your marketing and sales processes from the ground up.

Can you migrate data from my current CRM to HubSpot?

Yes, we perform data migrations from other CRMs (such as Salesforce, Zoho, etc.) to HubSpot. We handle the cleansing, mapping and importing of your contact, company and business data to ensure an orderly transition with no loss of historical information.

Do you offer HubSpot CRM training?

Yes, all of our HubSpot implementation projects include customized training sessions for your team. We make sure that both managers and end users understand how to use the platform and how to get the most out of its features.

Web and Application Development

Do you develop custom web applications?

Yes, we develop custom web applications (webapps) to solve specific business needs. If you have a process that cannot be covered by a standard tool, we can build a custom web solution, integrating it with your current technology ecosystem.

What technologies do you use for web development?

Our team is expert in a wide technology stack. For the backend, we work mainly with PHP (Laravel, Symfony) and Node.js. For the frontend, we use modern frameworks such as React, Vue.js and Angular. We always choose the technology that best suits the scalability, performance and security requirements of each project.

Can you create a Progressive Web App (PWA)?

Yes, PWAs are an excellent solution to deliver a native app-like experience (push notifications, offline access, etc.) directly from the browser. We can develop a PWA for your business, improving the retention and engagement of your users.

Do you integrate with third party APIs?

Yes, integrations are a fundamental part of our work. We can connect your website or apps with any third-party service that offers an API, such as payment gateways (Stripe, PayPal), billing systems, analytics tools, email marketing services, etc.

Do you offer web maintenance services?

Yes, we offer technical maintenance plans for websites built on WordPress, Magento and other CMS. These plans include security updates, backups, performance monitoring and a bag of hours to resolve issues or make minor improvements.

UI/UX Design and Creativity

What design services do you offer?

Our design services go beyond aesthetics. We focus on user experience (UX) and user interface (UI) to create digital products that are not only attractive, but also easy to use and conversion-oriented. We conduct user research, create wireframes, interactive prototypes and design the final interface.

Do you redesign existing websites?

Yes, if your current website is outdated, doesn't convert or doesn't reflect your brand, we can perform a complete redesign. Our process is data-driven: we analyze user behavior on your current website to identify friction points and opportunities for improvement that will guide the new design.

What is Growth Driven Design?

Growth Driven Design (GDD) is an agile methodology for web design. Instead of spending months on a complete redesign, we launch an initial improved version of the website (Launch Pad) in record time and then continuously improve it month by month, based on real usage data. This reduces risk and ensures that improvements are aligned with user needs.

Do you include copywriting in your projects?

Yes, we have copywriters specialized in digital environments. We can create the texts for your website, landing pages or emails, ensuring that the message is clear, persuasive and aligned with your brand tone and SEO objectives.

Can you create a design system?

Yes. For large projects or companies that need to maintain visual consistency across multiple digital products, we can create a design system. This is a set of reusable UI components, patterns and style guides that allows your teams to build new interfaces faster and more consistently.

Process and Methodology

How is the work process with Inbound Emotion?

Our process is divided into 4 key phases:

  1. Discovery: We understand your business objectives, your technical needs and your users.
  2. Strategy and Design: We define the solution, create the information architecture and design the user experience.
  3. Development and Implementation: We build the solution, make the integrations and migrate the content.
  4. Launch and Evolution: We deploy the project and offer support and a continuous improvement plan.

How long does a typical project take?

The duration varies greatly depending on the complexity. A corporate website on HubSpot or WordPress can take between 8 and 12 weeks. An e-commerce project with Magento or a complex migration can take between 4 to 6 months. We always provide a detailed timeline at the beginning of the project.

Do you work with agencies as partners?

Yes, we collaborate with other marketing, communication or design agencies that need a technology partner to execute their projects. We can act as your external technical department, taking care of the development and implementation while you manage the relationship with the end client.

What working methodology do you use?

We use agile methodologies, mainly Scrum and Kanban. This allows us to be flexible, adapt to changes and deliver value incrementally. We work in 2-week sprints and maintain constant communication with our clients so that they are aware of progress.

How do you measure the results of a project?

We define KPIs (Key Performance Indicators) at the beginning of the project together with the client. These can include business metrics (leads generated, sales, etc.), performance metrics (load speed, error rate) and usability metrics (conversion rate, time on page). We use tools such as Google Analytics, HubSpot Analytics and others to measure and report these KPIs.

Do you offer phased projects?

Yes, especially for large projects. Dividing a project into phases allows us to deliver value faster and adjust priorities based on results and feedback from previous phases. The Growth Driven Design methodology is a clear example of this approach.

SEO and Optimization for IAs

Do you offer SEO services?

Yes, we offer complete search engine optimization (SEO) services for both new projects and existing websites. Our approach combines technical SEO, content optimization and link strategy to improve your organic visibility in Google and other search engines.

What does an SEO optimization service include?

Our SEO service includes:

  • Technical SEO audit: Complete analysis of the technical health of your website (speed, indexing, errors, structure).
  • Keyword research: Identification of the most relevant keywords for your business and your audience.
  • On-page optimization: Improvement of meta titles, meta descriptions, headings, content and internal structure.
  • Structured data implementation: Schema markup to improve the understanding of your content by search engines.
  • Content optimization: Creation and improvement of SEO oriented content with strategic internal linking.
  • Technical SEO: Performance improvements, Core Web Vitals optimization, robots.txt and sitemaps configuration.
  • Tracking and reporting: Monitoring of rankings, organic traffic and conversions.

What is GEO (Geo Optimization for IAs)?

GEO (Generative Engine Optimization) is optimization for AI-based search engines such as ChatGPT, Google SGE (Search Generative Experience), Perplexity and Claude. Unlike traditional SEO that focuses on appearing in result lists, GEO focuses on your content being cited and recommended by AIs when they generate answers to user queries.

Why is it important to optimize my website for search engines with AI?

Search engines are rapidly evolving to AI-driven conversational experiences. Google already shows AI-generated answers in its results (SGE), and millions of users directly query ChatGPT, Perplexity and other assistants. If your content is not optimized for these platforms, you are missing a huge opportunity for visibility with your audience.

How do you optimize content for IAs to cite?

We apply GEO best practices:

  • Conversational content: We structure content to answer questions directly and anticipate follow-up questions.
  • Advanced structured data: We implement schema markup so AIs understand the context of your content.
  • Signs of authority (E-E-A-T): We reinforce the experience, expertise, authority and trustworthiness of your content with author bios, source citations and testimonials.
  • llms.txt file: We create this popup file to guide language models on how to use and cite your content.
  • AI crawler configuration: We optimize robots.txt to allow access to GPTBot, ClaudeBot, Google-Extended and other AI crawlers.

Can you help me to appear in ChatGPT, Perplexity or Google SGE?

Yes. We implement a complete GEO strategy to maximize the chances of your content being cited by these platforms. This includes technical optimization, creating high quality content geared towards answering questions, and setting up specific policies for IAs. While we cannot guarantee appearance (IAs autonomously decide what to cite), we can significantly increase your chances of being recognized as an authoritative source.

Pricing and Quotations

How do you price a project?

We do not work with fixed rates. Each project is budgeted individually based on the estimated hours of work of our team (strategy, design, development, project management). Our budget details the hours assigned to each task to offer total transparency.

Do you offer flexible payment plans?

Yes, for large projects, we usually split the payment into milestones associated with key project deliverables (e.g. 30% at startup, 40% on design delivery, 30% on launch). We are open to discuss the payment structure that best suits your needs.

Are there any additional costs after launch?

Our budget covers everything agreed in the project scope. The only additional costs would be related to hosting (if not HubSpot), premium plugin licenses (if applicable) and any new functionality requested outside of the initial scope. We also offer optional maintenance plans.

Can I request a no-obligation quote?

Of course you can. The first step is always to have a meeting to understand your needs. From there, we will prepare a detailed proposal and a no-cost, no-obligation quote for you. Contact us to get started.