Alta Genetics

Background

Alta Genetics is a global leader in bovine genetics, reproductive technologies, and artificial insemination solutions. Founded in Canada and now operating across 13 retail countries and more than 55 wholesale markets, the company serves dairy and beef producers with a science-first approach that blends advanced data analytics, field-level consulting, and cutting-edge reproductive tools. Their mission goes beyond genetic improvement. Alta Genetics helps producers around the world build more productive, profitable, and sustainable herds. 

As Alta Genetics expanded globally, so did the complexity of their digital operations. Each regional market, from Canada to Brazil to Europe and Asia-Pacific, developed its own tool, teams, and processes. While this approach gave local teams flexibility, it also introduced fragmentation across their global digital ecosystem.

By 2024, Alta Genetics was ready to undergo a major digital transformation; one that would unify their customer experience, centralize operations, and lay the foundation for global scalability.

The Challenge

Alta Genetics had reached a critical inflection point in their global growth. While the company was thriving in the field, their digital infrastructure was holding it back.

Each regional market operated their own WordPress-based website, with no shared backend, design system, or content governance. The result was a fractured digital ecosystem that was inefficient for internal teams and confusing for global customers. This fragmented setup was slowing execution and preventing strategic growth.

Lack of Scalability & Operational Efficiency

Each of the nine regional websites required developer support for even basic changes. This bottleneck made it difficult to implement updates, launch campaigns, and scale global initiatives.

Disconnected Systems & Siloed Data

With different platforms used across regions, Alta Genetics had no unified way to track leads, measure campaign performance, or analyze engagement data. Key insights about advisors, sires, and market behavior were lost in translation.

Inconsistent Brand & User Experience

The absence of a centralized design system led to significant branding and UX disparities across markets. Customers received a different experience depending on their location, weakening trust and brand recognition.

Poor Technical Performance

Alta Genetics' website suffered from broken links, slow load times, hreflang conflicts, and missing SEO fundamentals; all of which hurt visibility, user experience, and conversions.

No Marketer-Friendly Tools

The WordPress backends weren't built for marketers. Regional teams lacked autonomy and speed, relying heavily on a small team of developers to make changes.

These challenges weren't just technical annoyances, they were barriers to Alta Genetics' digital growth. Without a centralized platform, the company couldn't execute a unified marketing strategy, deliver a consistent global experience, or operate with the speed of today's market demands. To keep pace with their expanding footprint and stay ahead of competitors, Alta Genetics needed a complete digital transformation; one that would unify their systems, empower teams, and scale with the business.

The Solution

To overcome their fragmented infrastructure, Alta Genetics partnered with Blue Frog to implement a comprehensive, scalable solution built entirely on HubSpot Content Hub Enterprise, supported by Marketing Hub, Sales Hub, and Data Hub. The initiative began with a full migration of the U.S. website from WordPress to HubSpot and expanded into a global framework that would power nine regional rollouts.

Custom CMS Theme

At the core of the new system was a custom built CMS theme, developed by Blue Frog, featuring over 20 reusable modules and templates. This allowed Alta Genetics’ marketing teams to manage content autonomously while maintaining brand consistency. Unlike the regis, developer-dependent WordPress backend, HubSpot’s drag-and-drop interface empowered regional editors to launch new content quickly and confidently.

"HubSpot's drag-and-drop editor is so much easier - it speeds up our processes and keeps everything consistent."

Morgan Cavitt | Alta Genetics Global Marketing Manager

Theme Modules and Elements

HubDB Tables

To handle complex content like their sire directories and advisor listings, Blue Frog implemented a HubDB-driven architecture. These structured data tables allowed for dynamic content updates across pages, eliminating duplication and streamlining global management.

HubDB Driven Content on the Website

Technical SEO

Alta Genetics’ technical SEO foundation was rebuilt from the ground up. The new website setup included:

• Structured scheme markup across key content types

• Hreflang tag implementation to support multilingual SEO
• CDN-based performance optimization
• Consolidated sitemap and clean page hierarchy strategy

Content Remix

The Content Remix functionality, powered by customized Brand Voice and ICP targets, was used to rewrite the U.S. authored content for regional use, reducing localization time by 40% and ensuring a consistent brand voice across all markets.

All of this was executed with scalability in mind. Each regional site used the same master theme, but could be localized with region-specific content, languages, and customizations, without compromising global governance.

Content Remixed Campaign Content

Breeze AI Powered Translation & Localization

To support Alta Genetics’ global operations, they began using HubSpot’s Breeze AI to transform how multilingual content is created and managed. Previously, all translations were handled manually by internal teams, including sales representatives and field staff. This created a significant operational burden and slowed down global marketing execution.

With Breeze AI, Alta Genetics can now generate high-quality translations directly within HubSpot, eliminating the need for time-intensive manual work. Instead of dedicating hours to translation, teams now only perform light reviews and edits, dramatically improving efficiency. This shift not only streamlined content production, but enabled regional teams to participate more actively in global campaigns by removing a major barrier that previously limited adoption in non-English speaking markets.

By embedding AI-driven translation into their content process, Alta Genetics created a scalable localization model that accelerates global rollout timelines, maintains brand consistency, and empowers teams to focus on higher-value, customer-facing activities.

The Results

The impact of the migration was almost immediate; not only in performance metrics, but in how Alta Genetics’ teams operated globally.

Significant SEO and Technical Performance Gains

After launch, Alta Genetics saw dramatic improvements in site health and search engine readiness.

These changes laid the foundation for stronger search engine visibility and user trust, especially in international markets.

Increase in Organic Traffic & Engagement

Organic website sessions nearly doubled post-launch, growing from ~1.7K/month to ~3.6K/month. Pageviews grew 2.8x with a rise from 5,900 to 16,795 in the first full month post-launch. Additionally, bounce rate held steady, even with increased traffic, signaling improved visitor quality and intent.

“After launch, within that first month, we started getting consistent leads through the website. Like every week. We were all kind of shocked - like, wait, this is actually happening? The engagement is higher than it’s ever been. People are spending real time on the pages. It’s not just people browsing, they’re actually filling out forms, downloading, and contacting us. The website is performing exactly how we hoped!”

Morgan Cavitt | Alta Genetics Global Marketing Manager

Increase in Lead Conversions & Speed to Engagement

The improved user experience and streamlined infrastructure directly translated into stronger conversion performance. Between September 2025 and January 2026, Alta Genetics recorded 151 website form submissions requesting contact, compared to just 30 submissions during the same period the previous year; a more than 5x increase in inbound inquiries.

Alta Genetics didn’t just see an increase in submission volume, it transformed how quickly teams could engage with prospects. With centralized data and integrated tools in HubSpot, internal teams were able to respond faster, route inquiries more efficiently, and maintain more consistent follow ups.

As a result, the website evolved into a high-performing lead generation engine that actively drives customer communication.

Operational Autonomy for Global Teams

The new content editing experience transformed internal operations:

• Time-to-publish reduced significantly: marketers no longer rely on developers for routine website updates
• Each region can now manage their own website, while staying aligned to the global brand framework
• HubDB simplified backend operations, making content updates fast, reliable, and consistent,

“We’re finally able to manage multiple brand domains and languages within the same system, and everything talks to each other. It’s so much cleaner.”

Morgan Cavitt | Alta Genetics Global Marketing Manager

Strategic Organizational Impact

With hard performance data in hand, Alta Genetics’ leadership team made a bold decision: reallocate budget to prioritize web rollouts globally. The U.S. site became the blueprint for digital transformation, now actively rolling out in nine international markets including Canada, Australia, United Kingdom, Germany, Italy, and Poland.

“We finally had proof, and we could show the value of doing it right. That’s when we said: ok, we’re cutting other things to prioritize websites for every region.”

Morgan Cavitt | Alta Genetics Global Marketing Manager

Accelerated Global Rollouts & Increased Team Engagement

The introduction of Breeze AI has had a measurable impact on both speed and internal adoption. Website redesign and localization marketing efforts that previously took years to complete; largely due to manual translation requirements, are now executed in just a few months. This has dramatically accelerated Alta Genetics’ global rollout strategy.

Additionally, by removing the burden of manual translation from regional teams, Alta Genetics has unlocked significantly higher participation in global marketing initiatives. Teams that previously struggled to create localized emails, landing pages, and campaigns due to time constraints are now actively contributing, leading to strong alignment across regions.

This increase in engagement has directly supported broader brand awareness and consistency worldwide, while allowing field and sales teams to refocus their time on high-impact, revenue-generating activities rather than administrative translation work.