Implementing a commercial process to optimize marketing automation and digital lead generation

Case in brief:

CHALLENGE: Switch new customer recruitment from trade fairs to an online focus
SOLUTION: A commercial process that allows optimization of marketing automation
RESULT: A commercial process where marketing and sales work together around the customer journey, with a higher number of leads generated online. 

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"Expresso has shown a very good ability to quickly become acquainted with a niche industry with technical depth. Through a structured approach, Expresso has in a short time obtained market data and conducted customer interviews that show how we should grow our business in the Swedish market. An insightful delivery that is easy to translate into an action plan."

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Malin Ringvall
Commercial Marketing Director | Piab Lifting Automation

The challenge

  • Establish a common commercial process where marketing and sales work together around the customer journey
  • The tools for automated marketing were not activated or adapted to the division's needs
  • Create a feeling of "performing together"
  • Establish common processes in the global marketing organization to report and follow up on clear KPIs together with sales

Expresso's solution

To optimize the benefits of digitalization, marketing and sales need to work together using a commercial process based around the customer journey. Expresso's first initiative was therefore to run two global campaigns involving all the sales companies in the organization. In addition to getting the sales organizations in motion, which created many other positive ripple-effects, a change project was undertaken to get marketing and sales working together in the same process. This enabled us to identify roles and responsibilities at an early stage – to see what works and what needs to be clarified. All this prepared the organization to feel comfortable with a fully digitalized process for new customer recruitment and sales, and able to get the most out of the process.

Keys to success: Strong support from the management team and good market growth.

 

Expresso's delivery

Strategic marketing plan

Prepare a global market activity plan with a clear connection to the overall growth strategy and a focus on digital new customer recruitment.

Adaptation and implementation of marketing automation tools

Pardot was integrated with a Salesforce CRM. Pardot was set up with the templates and feeds necessary to deliver the marketing activity plan, then integrated with CRM to create a seamless flow between market and sales around lead qualification

Global digital campaigns

Design of two global campaigns that were carried out according to a methodology where market and sales collaborate around the customer journey and thus lead the organization through a changed way of working – and prepare it for a fully digitalized process around customer exploration and sales

Measurement and follow up

Refine the structure for measuring, analyzing and following up by building a clear template, based around a few key KPIs

Marketing Academy

Develop a training package for the division's marketing community, covering everything from Inbound Marketing, target group analysis, channel and brand strategy to practical guidance in tools such as CMS, CRM and SEO

Channel strategy

Mapping of activated channels and overall mapping towards the customer journey

In addition, Expresso  provided strategic market support for the following:

  • Clarify roles and responsibilities:
    Identify which roles and responsibilities are needed centrally and locally based on the activity plan to deliver set goals
  • Brand strategy: Lead the work of developing an updated brand strategy for the TAWI commercial brand
  • Content plan: A structured global content plan for activating the brand strategy globally and to support local activation of the channel strategy
  • Packaging as a pilot: All activities were packaged so that they could be used by other divisions in the Piab Group in coordination with Piab's Global Marketing Director

Background

Through the commercial brand TAWI, Piab Lifting Automation has since 2017 made a very successful investment in its digital marketing presence and lead generation by consciously working with organic search engine optimization. In 2019, the same number of new customer contacts was generated via the web as via trade fairs. In the spring of 2020, the pandemic put an end to trade fairs – and with that, the digitalisation of the entire sales process accelerated, even in traditional B2B sales.

In order not to lose momentum on its growth journey, the management of Piab Lifting Automation decided to accelerate the implementation of a digital marketing and sales process with a focus on both recruiting new customers and increasing sales to existing customers with a strong focus on digital channels.

tawi

About Piab Lifting Automation

Founded: 1923. Part of the Piab Group since 2020
Commercial brands TAWI and Manut-LM
HQ: Kungsbacka, Sweden
Geographical presence: Global
Sales 2020: SEK 620 million
Core business: Development, production and sale of lifting solutions using vacuum technology
Owner: Piab Group 

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TAWI smart lifting

Team Expresso &Friends

This project was delivered by Expresso in collaboration with & Friends:

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