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Global Business Services Company Use HubSpot CMS to Grow Digitally in Multiple Markets Before Acquisition


Tricor Group (Tricor) is Asia’s leading business expansion specialist, with global knowledge and local expertise in business, corporate, investor, human resources & payroll, corporate trust & debt services, and governance advisory.

Tricor Group has ~50,000 clients globally, ~3,000 employees, and a network of offices in 49 cities across 22 markets.

Project Plan

Client Location
Headquartered in Hong Kong with offices in 22 other countries

Services Provided
Website Design & Development, Website Migration, Lead Management, HubSpot Integrations, SEO, Inbound Marketing, HubSpot Sales Hub Support, HubSpot Customer Service Hub Support

Related Sector
Business Services

Languages Supported
English, Mandarin, Cantonese, Japanese, Korean

The Challenge

When Tricor first approached Oxygen, they were looking to revamp their old website, which was hosted on WordPress. The site UX needed improvement and was not optimised for conversions. The website lacked content, had little information on Tricor's core service offerings, and what content was there often wasn't ranking well on Google, especially in local languages. 

Lead management required a system to collect, organise and automate responses to the hundreds and thousands of leads generated in different countries each month for different campaigns.

Tricor also had multiple regional websites that needed to be integrated under a singular CMS with a subdomain per country.

Planning and maintaining a website of this size was challenging and required an expert team of designers, developers and marketing strategists.  

Conversions & Tracking Optimisation

Creating a user-centric, smooth UX paired with the ability to track and manage leads effectively.

Search Engine Optimisation

Some regions and areas of the business weren't ranking well organically, especially in local languages so the website needed complete restructuring for SEO.

Segmentation & Lead Management

Collecting, organising, reporting on and automating responses to enquiries from 22 different markets in multiple different languages.


The Solution

The Result

Tricor's new conversion-optimised, SEO-friendly website helped boost the number of leads. By creating a clear navigation path with the dropdown function on the homepage and standalone location pages, Tricor has since received thousands of form submissions from the contact us forms. The floating contact us CTA's have also generated hundreds of additional new contacts.

Campaign Metrics to Date

Keywords Ranking

Keywords that rank position #1-3 on search

Leads from webinar registrants

Increase in backlinks YoY (2018-2021)

Increased Organic Traffic & Keywords in Key Markets Since Working With Oxygen

Since we started working with Tricor, the number of organic keywords has grown to reach 678 keywords that rank positions #1-10 on Google. By optimising each location-specific pillar page and content for local search, we significantly increased total organic traffic for Tricor's key markets.

Organic Keywords

map Traffic

Increased Domain Authority by 9 points

On-page and off-page SEO managed to bring Tricor’s domain authority score to 63 with over +1,200 referring domains.

Group 3

The Impact


Tricor's digital transformation strategy has shown great success, going on to win the 'Best in Future of Digital Infrastructure' award by IDC Malaysia. Oxygen's marketing efforts to rebuild Tricor's international website has been pivotal in ensuring Tricor Group outperformed competitors online and build a global customer base of +50,000.

The success of Tricor has been so noteworthy that in November 2021, Tricor Group was acquired by Asia's largest private alternative investment firm, BPEA, to continue its transformational growth story for $2.8 billion USD.

Our Future with Tricor

Moving forward with Tricor, Oxygen will continue to provide day-to-day support to ensure Tricor capitalise on the power of HubSpot CRM, marketing, sales and service hubs to remain competitive online. We look forward to providing Tricor with custom marketing solutions that will maintain Tricor's position in the digital space and continue to generate high-quality leads.

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