Success stories > ConTe Cane e Gatto

How the transition to HubSpot CRM has transformed customer acquisition, doubling efficiency and conversion rates.


Through the adoption of HubSpot and an optimized marketing and sales process based on user behavior, the team at Cane e Gatto has achieved outstanding results.
0x0 1 (2)
EXECUTIVE SUMMARY has recently launched a new pet insurance policy, a product that is still relatively unknown and niche in Italy. While the company identified a vast and untapped market, they faced the challenge of

educating users about a completely new insurance offering for which there was little awareness.di

To effectively communicate with their customers and address their inquiries, the Cane e Gatto team decided to leverage the CRM HubSpot and implement targeted workflows. Through these initiatives, the pet insurance solution quickly became scalable in a rapidly growing market, yielding remarkable results within just a few months.


The email marketing open rate has doubled

going from 25% to 50%


The click-through rate (CTR) has increased

by over six times, soaring from 1.5% to 10%.


66% increase in conversion rate, with the percentage of leads

converting into customers rising from 15% to 25%.

Francesco Miglietta - Head of Pet Insurance | ConTe.It Admiral Group

The Company Cane e Gatto is an international startup with Italian roots, created within, a leading company with over 10 years of experience in providing flexible insurance solutions for cars and motorcycles.

With this new initiative, the company has taken on the mission of caring for our four-legged friends by offering a personalized insurance product to meet the needs of dogs, cats, and their owners.

The idea was born within the Innovation Lab, ConTe.It's innovation department, in 2019, after successfully testing the distribution of nine different insurance products in less than a year. This project marked a significant milestone for the company as it ventured into diversifying its portfolio and capturing new markets, with ambitious growth objectives.

Innovation Testing Flexibility
Ellipse 366 (2)-1
Words of ConTe Pet Cane e Gatto

“ Initially, we believed that selling the new product at the lowest price in the market was the key to success. However, we soon realized that while price is important, it is not as crucial as we initially thought. Our customers value a high level of service over a low price. This valuable insight was gained through the use of our CRM. ”

The challenge

The ConTe.It Cane e Gatto team recognized that the "pet" market had limited awareness of the "insurance" product, necessitating the need to educate users.

However, educating a market requires substantial investments, and generic communication aimed at a large audience risks losing effectiveness and depleting the available budget.

The goals

To overcome this challenge, the team understood that the only way to achieve effective results was to conduct precise and targeted user segmentation, in order to communicate in a specific and timely manner, thereby increasing the likelihood of conversion. 

In particular, it was crucial to have accurate knowledge of:

who they were targeting;

how many times they had already interacted with them;

what actions they had taken online;

from which touchpoint they had contacted the company;

what their specific needs were

The solution

The first step taken by the Cane e Gatto team was to understand that the management system was not the appropriate tool for building customer relationships. The management system provided information only on customer acquisition and completed purchases, but it did not provide any insights into what happened in between. Without these data, it was impossible to understand and facilitate customer conversion.

With the implementation of HubSpot, "sensors" were placed at every touchpoint with users, allowing for a precise understanding of their movements and interactions.

Sale of insurance policies

Gestione dei clienti

Sono state date risposte alle domande: 

"Where are they coming from?", "How do they behave?", and "What actions have they taken?" were answered.

Additionally, automated communications were implemented through a structured email marketing project. The management system was used for its main functions: selling and issuing insurance policies, while the CRM focused on customer management.

Users were segmented based on specific criteria, resulting in a significant improvement in key observed KPIs such as:

  • conversion rate
  • click-through rate
  • the open rate

Furthermore, specific automated email workflows were configured based on the user's awareness level and the stage of the customer journey they were in, further enhancing the conversion rate.

Francesco Miglietta - Head of Pet Insurance | ConTe.It Admiral Group

“ Indeed, in a market that needs to be educated, companies like ours have the need to stand out. Otherwise, we would be lost in the crowd, and when you're lost in the crowd, it's challenging to be effective ”

What was the scope of Exelab's involvement?

Exelab has worked closely with the team at Cane e Gatto to support the company in its goal of creating and automating customer-facing processes while centralizing all activities within the HubSpot CRM.

Cross-functional support has been provided for key areas focused on the end user, including website development and marketing and sales processes.


In particular, Exelab utilized HubSpot's CMS to create the Cane e Gatto website, ensuring maximum integration between the CRM and the website itself. Furthermore, all data and information are centralized in HubSpot, enabling the team to manage key business processes from a single tool.

Purchase Funnel

Exelab also developed the purchase funnel within HubSpot to enhance the user experience and implemented a marketing automation system to support sales and customer service processes and recapture customers who may have been lost during the purchase journey.

Seamless integration

Additionally, a seamless integration between HubSpot and the automated policy issuance management system was developed, providing real-time visibility into key data for analysis and sales flow optimization.Lastly, Exelab created personalized landing pages and a discount code generation system that can be managed directly within HubSpot to increase the conversion rate.

Activated hubs

It's HubSpot's solution for managing all marketing processes and marketing automation. It includes tools for:

  • Email marketing
  • Digital advertising
  • Landing page
  • Audience segmentation
  • Workflow
  • Customer journey
  • Buyer personas
  • Form and Call-to-action
  • Blog
  • #Easy to use
  • #All-in-one marketing tool suite
  • #Manages small and large volumes
  • #E-commerce integration
  • #High customization
  • #GDPR compliant
  • #Enterprise ready

It's HubSpot's solution for managing all sales processes. It includes tools for:

  • Pipeline management
  • Sales automation
  • Automatic sequences
  • Email and document tracking
  • Workflow
  • Document management
  • Quotes
  • Payments
  • Calls
  • #Easy to use
  • #Simplification of the sales process
  • #Platform highly loved by sales professionals
  • #High adoption rate
  • #Enterprise ready

It's an extremely versatile tool to create websites of any complexity deeply integrated with the CRM. It includes tools for:

  • Creating web pages of any complexity starting from templates or custom code
  • Managing development frameworks like React or similar
  • Customizing the display according to the visitor's profile
  • Creating private areas
  • Creating blogs
  • Accurately tracking user behavior
  • #Maximum versatility
  • #Ability to create sites and applications of any complexity
  • #Developer friendly
  • #Enterprise grade
  • #Highest security standards
  • #Scalable
  • #GDPR compliant

Discover how to turn your customers into fans of your company.

With the help of HubSpot, implementing a CRM system to understand your users' needs and behaviors in detail is the key to building lasting relationships and growing your business. Find out how HubSpot can help you achieve your growth and innovation goals!

Get in touch