Marketing Automation
Vogelsang
The customer
Vogelsang is an internationally active pioneer in the field of pumping, crushing, spreading and biogas technology. Vogelsang offers successful products in sectors such as agricultural technology, industry, waste water, biogas and transport technology with the claim: LEADING IN TECHNOLOGY.
Vogelsang GmbH & Co. KG
Challenge
Central control and reporting of marketing measures such as social media, e-mail marketing and marketing automation are intended to simplify processes and make them more effective. Data protection-compliant implementation also plays an important role, as does the ability to easily roll out all measures internationally. An interface between the marketing automation system and CRM is essential for close collaboration between marketing and sales.
Marketing Automation
Destination
- Introduction of HubSpot Marketing Automation
- Bundling and automation of all marketing activities
- Addressing the target segments at the right time with the right content
- Implementation of landing pages, newsletters and an online blog for optimized lead generation
- Customization of all marketing campaigns in different languages
- Increase awareness of products and services globally
- Personalized information provision and contact options
Implementation
- Definition of the requirements for a marketing automation system
- Tool comparison and selection
- Implementation of a customer journey workshop as well as persona creation as a basis for target group-specific measures
- Technical integration of the HubSpot Marketing Hub Enterprise
- Linking landing page and blog domains for lead generation
- Setting up the email marketing module for automated as well as multilingual communication
- Conception and setup of the online magazine "Think Red" with the help of the HubSpot blog function
- Design of a landing page design for easy and fast campaign implementation
- Design of an automated workflow for contact assignment based on segment and postal code with subsequent dispatch of sales alerts
The result
- Technical basis created for the automation of marketing activities in all Vogelsang GmbH & Co. KG
- Implemented landing pages, blog, and social media activities to increase brand awareness
- Multilingual email templates created for newsletter sending
- Vogelsang's online marketing team is trained in the use of HubSpot
Vogelsang GmbH & Co. KG
The success factors
Tools
Structured tool comparison based on Vogelsang requirements
Persona & Customer Journey
Creation of personas and customer journeys for personalized targeting
Marketing Automation
Comprehensive implementation of HubSpot Marketing Hub Enterprise and connection to existing systems
