Supporting a 122 year old company through digital transformation

Hills Waste Solutions are experienced, waste management experts providing commercial waste management and waste disposal services to businesses in the South West. They are a successful division of The Hills Group which is a privately owned UK  company, established in 1900.

The Challenge

Hills Waste Solutions recognised that it was time for a step change to grow the business beyond its traditional markets. They required a digital agency  partner to support them with building a scalable and profitable marketing platform to enable this growth. Through a tender process Hills identified  Breckenridge as their preferred partner to help them develop a new digital revenue stream which would present Hills services on a new website platform while providing online quoting, ordering and online payment for waste management services.

The Solution

Our first step was to develop and position Hills services within the waste market. We undertook market research, customer and stakeholder interviews, customer experience workshops as well as mystery online shopping to arrive at a strong customer value proposition and tailored messaging for each of the audiences identified.

To take the propositions to market we built a brand new, fully responsive HubSpot website and integrated this with a quote building tool and payment gateway. Using the HubSpot platform easily enables full marketing automation and email campaigns to support generating new leads and  sales.

To promote the business to new markets  Breckenridge have developed monthly campaigns with  digital content creation to support targeted marketing campaigns and SEO improvements - supported  by a well planned and maintained Google Adwords PPC account. Ongoing support for the Hills Hubspot CRM system is also provided.

The Results

Hills Waste Solutions continue to go from strength to strength. 

We launched the website and quote tool in late 2021 and these are the stats to date:


10k website visitors a quarter
50%+ website visitors from organic search
1641 new marketing generated leads
50k+ no-touch revenue generated from quote tool

Great team support

"Breckenridge were already underway with the development of the website and Hubspot CRM system by the time I joined Hills Waste Solutions. Their strong project management helped ensure that, what could have been a tricky implementation, went smoothly.

Post implementation there was a significant requirement for Management Information which required a number of custom properties to be developed to build the pipeline reporting, and this required development at speed. Importantly this was done while maintaining rigorous analysis to establish the best solution for the desired reporting, ensuring that data could be reliably and accurately reported on.

Now that we have moved from implementation to running some marketing programmes I am pleased to say that we have a great account team who will help Hills move forward as we grow the business. 

I’d be happy to recommend Breckenridge to any company looking for a partner to implement and launch a HubSpot CRM solution to support their businesses growth."

David Scott

Digital Marketing Manager

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