Qbtech: a one-hour fix that became two years as their technical marketer
A rebuilt website, tracking the team could trust, and two years of technical support, without a full-time hire.
At a glance
- Client: Qbtech, a medtech company that makes ADHD assessment tools
- Where it started: a consent bug that had broken their website for months, fixed in an hour
- What I did: rebuilt the website, built a bespoke Salesforce integration, rebuilt the tracking and defined what was worth measuring
- How long: two years as their technical marketer, working alongside the marketing team
- The result: data marketing could trust and act on, without hiring a full-time technical role
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1. Overview
Qbtech makes QbTest and QbCheck, objective measures used in ADHD assessment, and sells across Europe and the US. In July 2024 they asked me to look at a consent problem that was stopping their website loading properly. It had gone unfixed for months. I fixed it in about an hour.
Over the next two years I rebuilt their website and their tracking, and became the person marketing turned to for anything technical. The team was strong on strategy, content and campaigns, but the website and the data weren’t keeping up with what they wanted to achieve. I made sure they did. I fixed the problems they knew about, and showed them what they could be doing that they hadn’t realised was possible.
2. The Challenge
Pages on the Qbtech site were failing to load unless visitors accepted cookies and refreshed. The problem had gone on for months, and nobody inside or outside the business had been able to fix it.
Tracing it back showed a bigger picture:
- Consent was breaking the site. The consent tool was hard-coded into the site, which left it exposed to a known bug that blocked pages from loading.
- The numbers couldn’t be trusted. Some tags ran through Google Tag Manager, others were coded straight into the site, and the tag manager wasn’t on every page. Marketing was making decisions on data that only told part of the story.
- The website needed rebuilding, fast. WordPress and its plugins were well out of date, and the new site was needed within weeks.
- Nobody connected marketing and tech. Marketing knew what it wanted to achieve, development knew how to build things, and nobody in between understood both.
3. Approach
Identify
I traced the problem to the hard-coded consent setup and fixed it the same day. It was a fix to get them out of trouble, and I said so at the time. The lasting answer was to move consent and every tag into Google Tag Manager properly and build it into the new site.
Then I sat down with marketing to understand what they were trying to achieve, and worked back from there. I defined the user journeys, the funnels and the events worth tracking, so every number in their reports answered a real business question. Some of that came from their own list. A lot of it came from me showing them what they could measure and act on that they hadn’t asked for, because they didn’t know it was possible.
Implement
I rebuilt the site with a new style and templates and a dedicated ADHD Tests page. Meta data, alt text and an onsite SEO audit were done before launch. The brief kept changing as the business did, so I kept delivery flexible while holding the core of the build together.
The Salesforce integration became one of the biggest pieces of work. Salesforce forms usually get dropped into a site in an iframe, which makes them hard to track and hard to make feel like part of the site. Qbtech needed forms that were easy to use, changed with each type of user and sent clean leads straight into the CRM. So with my developer I reverse engineered how Salesforce takes in leads and built a bespoke integration around it. It kept evolving for the whole two years, as the forms, the journeys and the business changed.
The tracking was just as bespoke. Every time a journey changed, the tracking was rebuilt to match, so marketing could always see what was working. I ran the projects and made sure marketing and the developers understood each other.
My developer is one of the specialists I work with across projects, alongside content and design. Qbtech could call on them when they needed to, without hiring, and I managed the work. I worked just as closely with Qbtech’s own development team, helping define the ecommerce tracking for their new subscription platform, which they were building in-house.
Behind the scenes I moved hosting to WP Engine, improved page speed and helped manage domain changes so they lined up with the marketing strategy. I added two-factor login and invisible reCAPTCHA to stop form spam, and reviewed the email setup, including DNS and SPF records, to keep marketing emails out of spam folders.
Measure
Every decision marketing made, from where to spend budget to which pages to improve, depended on the numbers being right. So I rebuilt the Google Tag Manager container, the tracking pixels and the GA4 setup, and overhauled the Google Ads conversions, including Enhanced Conversions. Every paid channel reported one consistent lead event, and as the business changed the tracking changed with it, picking up things like which clinical tools got used, what people searched for and where they dropped out of a form.
In 2025 I reconfigured how consent was given, balancing a regulated business that was rightly careful with a marketing team that needed enough data to work with. Between July and September 2025 the share of visitors giving consent rose from 66% to 83%, and it held there into 2026, with a monthly consent report inside the wider dashboard.
This matters even more now. Businesses are starting to hand decisions to AI, from ad bidding to reporting, and AI scales whatever data it’s given. If the tracking is wrong, it makes the wrong decisions faster and at a bigger scale. Qbtech’s data was in a state they could build on.
Evolve
I was part of the team throughout: a day a month in the office, weekly meetings, and the first call for any technical issue. Marketing raised a need, I worked out what would actually help, turned it into a clear spec, and my developer or Qbtech’s own team built it while I tested, tracked and reported on it. That covered everything from a new contact form with conditional logic to a daily 360 report.
Over two years the team changed completely, and I helped each new person get to grips with their marketing data and what it was telling them. I also wrote the business case for the next website project, and had started on Google Tag Gateway and visibility in AI search.
4. The Results
The share of visitors giving consent rose from 58% in January to April 2025 to 83% in the same months of 2026, so far more of the site’s traffic showed up in the numbers. By 2026, the leads recorded in GA4 matched the leads landing in Salesforce to within 5%, so marketing and sales were working from the same numbers.
Qbtech ended up with a website that fitted the business and data the team could rely on, from consent through to the lead in Salesforce. Marketing could see which visitors were patients, which were clinicians and which companies were on the site, and use that to decide what to do next. They never had to hire a full-time technical role to get there.
5. Conclusion
What started as a one-hour fix became two years of work, because each job led to the next. Along the way I watched the team grow and change, and I’m proud to have been part of that.
If you’re planning to use AI in your marketing, start with the data. Fix what you know is broken, find out what you’re missing, and then scale.
I’m grateful to the Qbtech team for trusting me with so much of their marketing, and for treating me as one of their own.
Is your consent, tracking or website holding your marketing back? Start with the free Health Check, or book a Free Chat and tell me what’s going on.