Case Study: Optimizing eCRM Campaigns for Lely International
Background
I collaborated with Lely International, a manufacturer of automated dairy milkers, to update their eCRM campaigns managed in HubSpot. Given that robotic equipment in agriculture is relatively new and represents a significant investment, the lead time in this industry tends to be longer. Farmers are generally more conservative in adopting new technologies. My role involved analyzing data to offer lead generation recommendations and solutions, aiming to enhance Lely’s customer engagement and sales processes.
Challenge
Lely sought to improve key performance indicators (KPIs), lead scoring, and automated campaigns. They had successfully integrated HubSpot across all their dealers and wanted to ensure comprehensive tracking of viewer activity on their marketing materials, including video content. Additionally, they aimed to maximize opportunities to connect with and gather insights from their viewers.
Solution
To address these challenges, I implemented several strategies:
Clarify the Customer's Digital Journey: I analyzed existing data to map out and clarify the customer's digital journey, identifying key touchpoints and areas for improvement.
Digital Marketing Integrations: I integrated various digital marketing tools to ensure HubSpot collected all relevant viewer activity, providing a comprehensive view of customer interactions.
Sales Team Collaboration: I worked closely with the Lely sales team to gain a better understanding of their sales process, ensuring that the updated eCRM system aligned with their needs and workflows.
Lead Scoring System Update: I refined the lead scoring system to better qualify leads based on their engagement and interactions with marketing materials.
Gated Content and Progressive Forms: I added more gated content to leverage HubSpot’s progressive forms, enabling the collection of more detailed information about potential customers over time.
New Marketing Activities: I collaborated with the paid media team to implement new marketing activities on key platforms, enhancing reach and engagement.
Results
The initiatives led to significant improvements:
Better Sales Handovers: The sales team received more qualified leads with detailed insights into their engagement, allowing for more effective follow-ups.
Increased Customer Engagement: Potential customers showed higher engagement levels, which enabled the sales team to build stronger relationships and rapport.
Improved KPI Metrics: Enhanced lead scoring and tracking provided better visibility into the effectiveness of marketing efforts and overall campaign performance.
Analysis
Key insights and lessons from this experience include:
Importance of Comprehensive Data Tracking: Integrating digital marketing tools with HubSpot ensured all customer interactions were captured, providing valuable insights for sales and marketing teams.
Aligning Sales and Marketing: Close collaboration with the sales team ensured that the eCRM updates supported their workflow and improved lead qualification and follow-up processes.
Progressive Data Collection: Using progressive forms allowed for incremental data collection, reducing friction for potential customers while providing more detailed insights over time.
Conclusion
This case highlights the significance of integrated eCRM systems and collaborative efforts between sales and marketing teams in driving customer engagement and sales effectiveness. By optimizing Lely International’s HubSpot implementation, we improved lead generation, qualification, and engagement, ultimately supporting the adoption of innovative agricultural technologies. This approach serves as a valuable model for other industries with long lead times and conservative customer bases.
