As a leading partner for industrial automation in production, warehousing, and intralogistics, our client supports companies from various industries in innovative projects. But contact and sales channels are changing – time for a marketing strategy update.
Together with the executive board and department heads, we developed a detailed map of the company's current marketing and sales contacts. A difficult hurdle: the non-GDPR-compliant data collection in the past, which means much potential must remain unused. In a multi-stage workshop, we identified and structured the most important customer groups and the decision-makers involved. Stakeholder interviews and profiles formed the basis for transferring sales information into a foundation for future marketing actions.
The integrated marketing strategy was adopted by the executive board and formed the basis for new priorities in sales and marketing communications. Instead of proactive outreach through a sales network, an inbound marketing strategy was pursued that optimally leverages the individual strengths of the team. Around the key trade fairs, social media communication within the sales team was intensified and a new direct marketing channel was established.
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