The client

Falcone Specialities distributes food ingredients and chemical specialties internationally to the processing industry. The company has been in business for 10 years, and it has made a name for itself with high-quality raw materials. In the project, a new website with marketing automation was created, which reflects the high-quality standards. With Marketing Automation the potential is digitally exploited, leads are generated and customers are processed via the new website.

Background

The lead processing was not very automated before - as a business that mostly grew through word of mouth, some leads were generated digitally but they weren't being processed with marketing automation without a large investment of effort. Prospects and customers received very personal and individual attention which was time consuming. A transformation needed to take place here to optimize the digital sales funnel.

Aims

The aim for this Project was to acquire digital customers by:

• Generate a steady stream of new leads via the website.
• Address potential customers correctly and guide them through the sales funnel.
• Present products in a meaningful way, build trust for the core product.
• Increase awareness online and implement digital vision with staff.

Outcomes

The team at Aivie created an up-to-date digital presence with a new website that is meaningfully integrated into the sales funnel. With marketing automation, the potential for digital lead processing is exploited. 

The results were that their website automatically generates leads and processes customers.

Integrated lead processing via the website

The new website with marketing automation has replaced the Mailchimp newsletter. It was characterized by many manual processes, a lot of time and broad information. Now there are integrated campaigns in the digital sales funnel. Call to actions lead logically to the next best experience. Campaigns cluster visitors and process them in a personalized way. Customer relationships are supported personally, appreciatively and sustainably through digital customer interactions.

Personalized shortcuts in the sales funnel

Visitors also want shortcuts, you can't treat them all the same. Depending on the persona, there are different abbreviations - this is now also taken into account in content creation. The team plans and creates content more efficiently. Contributions are geared towards adding value in the sales funnel. The newsletter has evolved into personalized campaigns with specific inputs by target group.

Outstanding advice thanks to qualified leads

Leads are automatically generated in a more targeted manner and provided with information. This also leads to better advice in person and makes it easier to win customers. The quality of the contributions has won. This puts Falcone and his experts on a higher level compared to competitors. The contributions have more depth of content and there is a logical next step in the customer journey. This also leads to added value for account managers. The new website has thus gained a higher status in the sales funnel and in the organization.

Customers are served individualized newsletters, depending on their interests and travel time. Content can therefore be reused for new leads. The content creators are thus relieved of the burden of constantly creating new content. The focus is on better serving leads with a selection of existing, restructured content.