Sector:
B2B Publishing
MaMu Marketing & Multimedia is a company based in Milan that deals with various communication tools and hardware, the do-it-yourself market and companies that deal with products in this sector. It makes use of a different distribution system, also using the wholesaler as a means of reaching the retailer.
With 25 years of experience, MaMu operates in the world of hardware with the monthly iFerr Magazine, the LeiFerr Online Portal, the iFerr magazine website, iKey “dedicated to safety” and eiColor; thanks to these tools, all production, wholesale, and retail distribution can find updates, information and news in real time. Furthermore, they are organizers of the most important events for the hardware market.
MaMu aims to increase its sales opportunities by implementing the CRM strategy and periodically sending personalized communications via email to its contacts.
To achieve the objectives previously set with the client during the briefing phase, we began by implementing the HubSpot CRM software and creating e-mail marketing campaigns.
HubSpot is an effective inbound marketing CRM tool. This is a tool that attracts customers by creating valuable content and experiences tailored to them. We decided to implement HubSpot so that MaMu could concentrate on generating new customers, leaving the management of repetitive processes to the platform, and avoiding the dispersion of information.
After advising the client about the tools provided by the HubSpot CRM platform and to speed up the process, we took care of the initial set up of the platform. We provided technical support for the integration of the tools already used in the company and developed an ad hoc project for the customer's needs.
Specifically, we have:
Email marketing is an excellent strategic digital marketing tool for small businesses. It consists of targeting the audience and customers through emails. This results in an increase in conversions and sales by providing subscribers and customers with valuable information to help them achieve their goals. It is a tool that we have used for building and managing customer relationships, to increase brand awareness and promote the content published by the customer.
We used email as a tool to share relevant blog content or other helpful resources for potential clients. We enticed subscribers to provide their information in exchange for resources they thought were valuable, thereby nurturing the connection with leads and customers.
In fact, for B2B marketing, the engagement resulting from emails is one of the most interesting factors taken into consideration to evaluate performance.
To create an effective email marketing campaign, we have outlined a precise strategy. We started from understanding the customer's target, its needs, and characteristics. Subsequently, we established the objectives of the campaign, built the list of contacts to send emails to and planned the frequency with which to send them. Finally, we meticulously kept track of the progress of the campaign to make any changes.
Thanks to the carefully developed strategy for the client, we have achieved excellent results.
Equipping MaMu with a CRM platform (Customer relationship management) has allowed us to manage relationships with subjects who have shown interest in their business in an extremely efficient way. We have created personalized communications thanks to the segmentation of contacts based on their personal data and their characteristics.
Through the creation of forms, these modules were created to acquire customer data following their request for information, we were able to collect useful data on the MaMu target. All by preparing a strategy modeled on the needs and requests of users.
We have increased productivity and organization in terms of managing contacts and sending emails. We have created templates for the most frequently sent emails. This has made it possible to reduce the time spent on these often-time-consuming practices.