Integration pages as a distribution system. Not a directory.

In July 2024 the integration directory was a flat grid of logos and thin pages nobody had touched since the original builds. 18 months later the same surface area was a funded Ecosystem Marketing program with CRO-tested LPs, paid coverage, marketplace listings under weekly maintenance, and a staging pipeline shipping new variants on demand.

What it was

A directory. Logos in a grid. Pages built once, never revisited. No measurement. No attribution. No way to tell a CFO why the integrations team existed.

The diff

Before, jul 2024: a flat grid of partner logos. Pages thin enough that a buyer skimmed them and bounced.

After, mar 2026: an Ecosystem Marketing program. Four LPs on a personal Vercel staging environment (HubSpot and Salesforce, organic and paid variants). HubSpot marketplace listing rewritten for the first time since original publication. Salesforce CTI listing updated with a pricing flag. New Integration Hub with category filters replacing the flat grid. Paid keyword intel feeding copy decisions: HubSpot Dialer at 5.12% CVR, Salesforce Dialer at 3.70% CVR.

What I actually did

1. Phase 1 (aug–oct 2024): page-by-page VPC refresh on six pages. Outreach, HubSpot, Greenhouse, Bullhorn, Plecto, Pipedrive. HubSpot v1 A/B test landed +26.94% baseline (Wingify-measured). Signups 6.1% vs 4.8%. Demos 3% vs 2.4%.
2. Phase 2 (nov 2024): HubSpot v2 structural rebuild. New sidebar, tabbed content, section navigation, clearer pricing redirect, embedded activity log walkthrough. +48% signups. +25% SAL/Opp/Customer. +17% pricing clicks. +86% footer scrolls.
3. Phase 3 (dec 2024 → nov 2025): coverage expansion. Bitrix24, Attio, ServiceTitan, monday.com, Zoho, Jobber, CapsuleCRM, OnePageCRM. 123 demos and 309 signups via integration LPs in the jan–aug 2025 window (sep 2025 monthly report). Partner newsletter reached 591 partners at 28.79% open rate.
4. Phase 4 (mar 2026): finalized program strategy with the PPC, SEO, and performance leads. Deployed four LPs to a personal Vercel staging project. Paid variants shipped with ROI calculators, comparison configurators, and embedded product demo sections.
5. Marketplace work: HubSpot rewrite (3.8/5 with 26 reviews, targeting 4.5+) and Salesforce CTI pricing flag (JustCall $79 vs Salesforce native custom pricing).

What stayed honest

The HubSpot v1 +26.94% is Wingify-measured. The v2 numbers (+48% / +25% / +17% / +86%) are from the november 2024 monthly PMM report, self-reported. The 123 demos and 309 signups are an eight-month cumulative on a surface that previously had no measurement, not a monster number in isolation. The Phase 4 staging LPs were on operator-owned Vercel infrastructure, not the production repo, so the work could be reviewed before a heavy design handoff. Same pipeline that generated Homepage Refresh 6.

What it became, in substrate

• skills/integration-page-vpc. the page-by-page refresh method, structured around the test that landed +26.94%.
• patterns/marketplace-listing-as-channel. listings rewritten on a maintenance cadence, not "publish once, never revisit."
• pipelines/vercel-staging-for-copy. operator-owned staging environment that lets PMM ship variants without blocking on the production Next.js repo.