Settore:
B2B publishing
Lacomes has been operating since 1980 in the converting and marketing of non-woven fabric products for the medical industry and the aesthetic sector. They have specialized in the production of disposable items for the medical and cosmetic market for over 40 years.
Internal production, which favors the use of raw materials of EU origin from selected suppliers, is guaranteed by ISO 9001 certification standards.
Furthermore, in addition to the products of the Lacomes brand, they also deal with the creation of "private label" lines based on customer specifications.
The brief
Lacomes had the objective of increasing its sales opportunities by periodically sending communications via email to its contacts. It also aims to organize all their contacts through a corporate CRM tool like HubSpot. For this reason, we were asked to implement and customize the platform.
To achieve the objectives defined in the briefing phase, we have taken action to improve various aspects relating to the Lacomes strategy.
HubSpot is an excellent software for SMEs, for this reason we took care of the development of the system to make available to the customer all the tools that the HubSpot business CRM offers in the starter version, so that the customer could make the most of all the functionality that the software has to offer.
Specifically, we used HubSpot to:
Using HubSpot we also took care of the management and profiling of contacts based on their characteristics and personal data. Contact profiling is a very useful tool because by collecting user data, the chances of obtaining a good conversion rate increase, making the passage of contacts generated by marketing activities fluid.
Subsequently, we prepared a series of contact lists that allow communications to be automatically sent to the right target: for example, creating a "lead" list to which the first contact email should be sent, or a list dedicated to "customers" to which to target more targeted communications.
We then integrated the HubSpot platform with the client's third-party systems, such as their email, using HubSpot's native integration tools, which also allow you to integrate the company's b2b site and other marketing tools used by the client. This function allows you to retrieve all the information from multiple sources, channeling them into a single system, without having to enter them manually.
Finally, we have dedicated ourselves to creating email marketing campaigns, an excellent tool for establishing instant, effective and planned communication with users and collecting their data. Using email marketing correctly has proven to be a relationship-building and profit-building strategy for Lacomes.
Through email marketing we were able to contact Lacomes customers in a personalized way, informing them about a new product or a new offer or participation in events.
As a result we have improved the customer's brand awareness. Finally, we created captivating graphics for the Lacomes target followed by the drafting and optimizing the copy of the newsletters.
Following the strategy developed for the customer, we have achieved excellent results.
Possessing CRM (Customer relationship management) software is an essential tool for managing relationships with all the people who, over time, have shown interest in their business. The customer has noticed an improvement in the activities in terms of operations and availability of information.
We set up the customer's HubSpot account based on his marketing activities and needs, helped him set up the domain, installed the tracking code, and made sure the data was flowing into the new all-in-one platform. one. This has allowed the customer to make the most of all that HubSpot has to offer.
We took care of the creation of standard templates for the newsletters, helping the customer in simplifying the activities by using this tool. Instead, with HubSpot's “templates” feature, the customer was able to create templates for frequently used emails by letting HubSpot enter personalized contact information through special tools. Thanks to these convenient features, the customer benefited from resource advantages.
As far as email marketing is concerned, we have integrated the customers’ existing email, allowing him to have all the information of his contacts at hand, discovering how his customers have interacted with their communications, to generate leads.
Furthermore, with HubSpot the client received a notification every time a client replied to their marketing communications: in this way we were able to collect data relating to the progress of the Lacomes newsletters, managing to understand and consequently calibrate the best strategy to be implemented.