Barcoding is a North American supply chain automation and innovation company. To help drive the digital transformation of their customers, they revamped and relaunched legacy software — IntelliTrack® — using HubSpot CMS to create a standalone, product-focused website that maximizes existing domain authority and SEO rankings.


The Problem

Barcoding delivers expertise in technologies, tools, and support services to maximize customers’ investments in modernization and optimize the business benefits of digital transformation. In 2022, Barcoding needed to execute a digital transformation of their own with many stakeholders and one tight timeline. Barcoding combined three legacy asset tracking software products into a new, unified platform: IntelliTrack. The relaunch called for a freshly branded, product-focused website to drive interest in the platform’s updated capabilities and UX improvements.

The Goals

  • Employ SEO strategy and UX design to guide the right audiences along optimal navigational paths
  • Deliver targeted product stories to 9 distinct buyer personas about 4 different software components
  • Demonstrate different bundled configurations, and how they create an individualized, custom asset tracking solution for each customer
  • Align new product branding with Barcoding standards; enable IntelliTrack website to stand on its own
  • Create conversion opportunities to deliver leads that meet the intent and followup plans of Sales and Marketing
  • Seamlessly collaborate between multiple client stakeholders and ensure the new site was completed within a 3-month timeline

The Solution

Weidert Group was familiar with Barcoding’s website content and structure, having built it on HubSpot CMS a year before. Connecting the IntelliTrack and Barcoding sites to maximize efficiency and user experience was found using HubSpot CMS Enterprise and SEO tools, and integrated Google Analytics, Search Console, and GTAG manager.

Weidert Group also interlaced IntelliTrack site promotion into Barcoding’s inbound marketing editorial calendar to optimize the promotional impact on the main site’s domain authority and SEO rankings, and help get the best bang for Barcoding’s marketing buck.


The Results

It was vital to generate new interest and opportunities right out of the gate. The new IntelliTrack site launched on time and on budget, and the conversion experience and early results enabled the sales team to begin building awareness and generating a pool of qualified prospects they could reach out to.

In the first month online, the new site generated 7 new marketing opportunities for sales team followup, including 3 sales qualified leads.

In addition to impressive numbers, the IntelliTrack website won both a 2022 American Inhouse Design Award given by Graphic Design USA and a 2023 Silver ADDY from the ​​the American Advertising Federation of Baltimore.

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New MQLs (first 30 days)


New SQLs (first 30 days)


Awards won for site design

“Going forward with Weidert Group, we see no chance of slowing down. We have so many ideas and ways that we want to collaborate.”

—Jody Costa, Barcoding VP of Marketing