Introduction of a CRM system and development of a marketing automation strategy for lead generation at a leading tech provider in the hospitality sector.
Our client, a leading provider of technology solutions for the hospitality industry with over 100 employees, was facing the challenge of optimizing and scaling its lead generation processes. Despite a high-quality product portfolio and a strong market position, it lacked a structured approach to customer acquisition and maintenance.
The company did not have a central customer database, which led to inefficiencies in sales and marketing. The existing marketing activities were largely manual and not scalable, which limited growth. There was also a lack of clear processes for qualifying and following up on leads, which led to long sales cycles and missed opportunities.
For this leading provider of technology solutions for the hospitality industry, we provided an experienced Fractional CMO to orchestrate the implementation of a CRM system and the development of a marketing automation strategy. After a thorough analysis of existing processes, we developed an integrated strategy tailored to the needs and challenges of the industry.
The implementation of a customized CRM system formed the core of our solution. We migrated and cleansed existing customer data, developed industry-specific workflows and trained employees on how to use them effectively. At the same time, we built a marketing automation platform that revolutionized the effectiveness of marketing measures through lead scoring models and multi-stage nurturing campaigns for different buyer personas.
A central component was the development of a content hub with industry-specific materials that not only served to generate leads, but also to qualify them. Through continuous analysis and optimization, we were able to constantly improve performance. A particular focus was placed on knowledge transfer and the development of internal skills to ensure the long-term success of the transformation.
The implemented growth strategy comprised
The implementation was carried out using an agile, iterative approach:
"The Fractional CMO has not only transformed our marketing and sales processes, but has also established a data-driven culture in our company. The implementation of the CRM system and marketing automation strategy has dramatically improved our lead generation capabilities and enabled us to accelerate our growth."
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