About the customer
Kendrion is a leading international supplier of solutions that increase the safety, efficiency and comfort of passenger cars, commercial vehicles and industrial applications of the future. Kendrion's portfolio includes industrial brakes, drive technology, sensors and control technology.
What are the requirements?
Kendrion was in the process of selecting marketing automation software in 2023 and had already shortlisted the HubSpot and Evalanche solutions. In search of support for the final software selection and implementation, the company contacted Funntastic. As a solution partner of both software providers, Funntastic was asked to advise on which solution was better suited to the company's requirements.
This is how we support:
Successful introduction of marketing automation
- Workshops to develop the buyer personas and the digital sales funnel
- Fine conception of the sales funnel including lifecycle phases and KPIs
- Support with the final software selection
Concrete processes and content were developed as part of a practical pilot project for the AGV/forklift truck product area, which created the basis for effective use of the subsequent marketing automation solution right from the start. The results from the pilot project also helped Kendrion to specify the requirements for the marketing automation solution.
At the beginning of the pilot project, a specific target market - companies with a need for AGVs/ industrial trucks - and a suitable offer for them were defined. Once the relevant buyer personas in the target companies had been defined and prioritized, we conducted a workshop together with Kendrion in which detailed profiles of the buyer personas, including their customer journey, were developed. We then analyzed the existing content for the defined target group as part of a content audit. The audit gave us an overview of how seamlessly the customer journey of the buyer personas is already accompanied by relevant content and how well this responds to their questions. From this, we deduced where there were gaps, which content could be used unchanged and which content needed to be revised in order to better adapt it to the information needs of the buyer personas.
Another focus of the project was on designing the sales funnel. In further workshops, the relevant lifecycle phases were defined and lead criteria and scoring models for the qualitative assessment of leads were determined. In the subsequent conception phase, we developed mechanisms for generating and qualitatively developing leads that ensure a structured and stringent marketing-to-sales process in the long term.
The result: a well-structured lead funnel with clear KPIs and accompanying analytics that enable agile management and ongoing optimization of marketing and sales measures.
Not least, we supported Kendrion in the final selection of suitable marketing automation software, presenting the advantages and disadvantages of HubSpot and Evalanche in detail before the choice was made in favor of HubSpot.
The entire project lasted around six months, during which Kendrion was continuously accompanied and supported by Funntastic in order to achieve the desired results and sustainably improve cooperation between sales and marketing.