From law firm to leading digital brand: how AGM Abogados tripled its contacts and doubled its conversion rate with HubSpot
HubSpot Impact Awards 2026
Presented by Novicell Spain | MKT & IT Consultant
Customer: AGM Lawyers | Law Firm | Spain · LATAM
Project duration: More than 2 years | Marketing Hub + Sales Hub
Executive Summary
AGM Abogados is a leading Spanish multidisciplinary law firm with over 120 professionals (including lawyers and support staff) and a presence in Barcelona, Madrid, and Mexico. Additionally, it has various international desks to support companies in their expansion and cross-border operations.
When Novicell began working with them, the firm lacked a system that connected its digital marketing activity with the commercial follow-up of potential customers.
In more than two years of working together, we implemented HubSpot as the backbone of its acquisition and sales operations: Marketing Hub to attract and nurture leads, Sales Hub to manage the pipeline and close issues, and an automation ecosystem that today saves hundreds of hours of manual work per year.
The result: CRM contacts have increased 3.4x (from 1,740 to 5,990), the conversion rate has increased from 1.30% to 2.13% and the number of issues won has grown by 112% in just two years.
Notable figures
+244% contacts in CRM
From 1,740 (2022) to 5,990 (2025)
+112% closed issues won
From 61 (2023) to 129 (2025)
2.13% conversion rate
vs. 1.30% in 2023 (+64%)
222,292 web sessions 2025
Of which 168,266 new users
The challenge: an office with digital ambition but without infrastructure
AGM Abogados came to Novicell with a clear diagnosis: they had an active marketing team and a growing digital presence, but they lacked the technological infrastructure to make that effort profitable.
The main problems were:
- Absence of CRM: the leads captured by web forms or paid campaigns had no structured follow-up.
- Disconnected marketing and sales: the sales team didn't know what the contacts had seen or downloaded before calling them.
- Manual processes: follow-up of issues, responses to inquiries and subscription management were done by hand, consuming time for lawyers and marketing staff.
- Without attribution: it was impossible to know which channels or content generated the most real customers.
- Underserved international presence: with Mexico, LATAM Desk and Asia Desk, they needed differentiated flows by language and location.
The solution: HubSpot as the nervous system of AGM Abogados
Novicell designed and implemented a comprehensive Marketing Hub and Sales Hub platform that covers the entire life cycle of the potential customer, from the first contact to the closing of the matter.
1. Marketing Hub: recruitment, nurturing and attribution
- Landing pages in HubSpot for paid media campaigns (Google Ads, Meta) segmented by practice area (labour, commercial, bankruptcy, foreign...).
- Smart forms connected to the CRM with automatic classification by type of query, language and location.
- Nurturing workflows activated after downloading content, attending webinars and registering in forms, with personalised emails per profile.
- Integration with the event platform via Zapier for automatic synchronisation of attendees and post-event monitoring.
- Automated management of subscriptions, unsubscribes, and hard bounces, keeping the database clean and GDPR compliant.
2. SalesHub: structured pipeline and commercial monitoring
- Sales pipeline configured for specific phases of the legal process: Inquiry received → Budget sent → Under negotiation → Won/Lost.
- Automatic alerts to area managers when a business enters key phases.
- Automatic tracking sequences for deals in the 'No Answer' phase, with variants by language (Spanish, English, French) and by area.
- Automatic post-budget monitoring to maximise the closing ratio.
- Real-time pipeline dashboard for management, with visibility of the total value managed.
3. Technical integration
- Bidirectional integration with the AGM corporate website (agmabogados.com) for lead capture and behaviour monitoring.
- Integration via Zapier with the event management platform, allowing the automatic synchronisation of registrations and the tracking of attendees in the CRM.
- Chatbot configured on the website with automatic notifications to the team and enrichment of the contact record.
Implemented automations: time reclaimed for what matters
One of the most tangible contributions of the project has been to free the AGM team from repetitive tasks.
These are the main automated flows:
| Automated process | What it does | Time saved |
|---|---|---|
| Deal follow-up | Sends reminders based on the deal stage. | 3–8 min/deal |
| “No answer” recovery | Triggers automated sequences by language or service. | 5–10 min/deal |
| Key-stage notifications | Alerts the person in charge in real time. | 1–3 min/change |
| Lead nurturing | Sends emails, classifies contacts and updates properties. | 2–5 min/lead |
| Chatbot + operational response | Notifies the team, enriches the contact record and raises alerts. | 2–6 min/chat |
| Property and interest management | Updates information automatically based on user behaviour. | 1–3 min/record |
| Subscription management | Handles welcome emails, unsubscribes and hard bounces automatically. | 1–2 min/contact |
| Database clean-up | Standardises data by language, type and source. | 1–3 min/record |
Measurable results: three years of sustained growth
| Metric | Before | After | Change |
|---|---|---|---|
| CRM contacts | 1,740 (2022) | 5,990 (2025) | +244% |
| Annual leads | 4,682 (2023) | 6,044 (2025) | +29% |
| Closed-won matters | 61 (2023) | 129 (2025) | +112% |
| Conversion rate | 1.30% (2023) | 2.13% (2025) | +64% |
| Web sessions | – | 222,292 (2025) | 168,266 new users |
| Pipeline managed | – | 7,211 deals | €201,246 in value |
The evolution of the conversion rate is especially significant: in 2023 it was 1.30%; in 2024 it rose to 1.48% (+0.18 pp); and in 2025 it reached 2.13% (+0.65 pp compared to 2024).
This growth reflects not only more leads, but also better qualified leads and a more efficient business process thanks to tracking automations.
Why this case deserves Platform Excellence recognition
This project is not about activating a specific HubSpot feature. It represents the complete digital transformation of a law firm operating in four geographies, with multiple areas of practice and in three languages.
- Combined strategic use of Marketing Hub and Sales Hub with full alignment between acquisition and closing.
- End-to-end automations covering everything from the first click to post-proposal follow-up.
- Technical integration with the website and event platform via Zapier.
- Consistent and growing results for over two years, with verifiable data in HubSpot.
- A unique case in the legal sector in Spain, demonstrating that HubSpot is a valid platform for high-value professional services.
About Novicell Spain
Novicell is a digital marketing and technology consultancy with a presence in Spain, Denmark, and the United Kingdom. We help B2B and professional services companies grow sustainably by combining strategy, technology, and data. AGM Abogados is one of our most successful and impactful cases as a HubSpot partner in EMEA.
Website: www.novicell.es
