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Automated Lead Management Helps The Hager Group Drive Incremental Revenue

Case Study Published By: Neolane, Inc.

The Hager Group is a $1.5-billion electronics manufacturer. With a distributed global workforce of more than 10,000 employees, Hager has 40 sales subsidiaries and 25 industrial sites worldwide.  Today, with a centralized marketing database and software, Hager can ensure data quality and deliver personalized, targeted communications according to customer and prospect profiles and behavior.  This program allows Hager to capture 1,000 new prospects each month, and achieve a 10 percent conversion rate - resulting in an incremental revenue increase of $42 million per year.



Tags : 
neolane, the hager group, e-marketing program, centralized marketing database, central repository customer data, crm software, custom content, deliverability
Neolane, Inc.
Published:  Dec 30, 2008
Type:  Case Study
Length:  2 pages

AutomatedLeadManagementThroughNeolaneHelpsTheHagerGroupDrive$42MillioninIncrementalRevenue
Customername:TheHagerGroupIndustry:ElectronicsManufacturingGlobalelectronicsmanufacturerutilizesNeolane'senterprisemarketingBusinessNeed:NewB2BmarketingplatformtoautomateandimprovetheeffectivenessofitsdemandandleadmanagementsolutionTechnologyenvironment:Hosted-generationandleadmanagementprocessesSaaS-SAPCRM
TheHagerGroupisa$1.5-billionelectron-E-marketingManagerforHager."Itpre-"Neolanehadevery-icsmanufacturer.Withadistributedglobalventedusfromgettingtoknowtheneedsthingweneededforworkforceofmorethan10,000employees,andwantsofourcustomerbase,anditHagerhas40salessubsidiariesand25wasn'thelpingtogenerateleadsorcon-multi-channeldemandindustrialsitesworldwide.vertmanyprospects.Itwastimetomakegenerationandleadachange."MuchofHager'srevenueisderivedfrommanagementinonesalestodistributorsandwholesalers.Theyknewthefirststeptorunningamorepackage.Andimpor-Thecompanyalsosellstoconsultancies,profitableandefficiente-marketingpro-tantly,theyalsohadarchitectsandtrainerswhothensellHagergramwastocreatearichcentralreposito-thein-houseexpertiseproductsdirectlytoelectricians,contrac-ryofcustomerandprospectdatathattorsandinstallers.Thislargeanddiversecouldbeusedthroughoutthesalesandrequiredtobuildouraudienceofpotentialbuyersmakesitchal-marketingorganization.Theexecutionmarketingdatamart."lengingtocommunicaterelevantnewsandengineneededtoberobustandscalableFabriceCanton,informationaboutproducts,safetyregula-withtheabilitytopersonalizemessages,E-marketingManagertionsandindustryupdates.trackindividualresponses,keepaccountTheHagerGrouphistory,augmentcustomerandprospectPriortoNeolane,Hager'smarketingteamprofiles,andalsohandlebouncedmes-usedstandarddesktoptoolstocreateandsages.AnotherimportantobjectivewasOBJECTIVESsendoutonemassnewslettereachmonththeabilitytocentrallymanagemarketingImprovequalityofcustomertoitsentirecustomerandprospectbase,content,andstreamlineandautomateandprospectdatawhosecontactinformationwasstoredinworkflowforitsscatteredmarketingteam.Movefromonemassmonthlyaspreadsheet.Theteamreliedheavilycampaigntoanumberofsmaller,ontheITdepartment'ssupport,andcam-personalizedcampaignsBuildinga360-degreeMarketingpaignshadtobeexecutedafterhourssoBuildrichercustomerandStrategy:NeolaneputscontrolandasnottotaxHager'semailservers.Worse,prospectprofilesovertimepersonalizationinthehandsoftheduetothesheernumberofcustomercon-Segmentandpersonalizecam-marketingteampaignsforbetterresponserates,tacts,andthetechnicallimitationsoftheseAfterevaluatingseveralproviders,Hagermoreconversionsdesktoptools,Hager'smarketingteamchoseNeolane'senterprisemarketingplat-wasunabletoautomatemanagementofformasthefoundationforitsnewcoordi-RESULTSbouncebacks,opt-outsandde-duplication,nateddemandgenerationandleadman-orprovideanysortofpersonalizationBuiltrobust,centralizedmarketingagementapproach.atall.Theywerenotabletosegmentbydatamartwithrichprofilesthatareaudiencetypeorcaptureprofileinforma-automaticallyupdatedbasedon"Neolanehadeverythingweneededforresponseandbehavioraldatation.Campaignresponsescametoamulti-channeldemandgenerationandleadAbletoconductmultiple,personal-genericemailboxandhadtobemanuallymanagementinonepackage,"saidizedcampaignsbasedonprofilesroutedtosalesrepresentatives.Canton."Andimportantly,theyalsohadCampaigncycletimesreducedfromthein-houseexpertiserequiredtobuildtwofulldaystohalfaday"Ourbare-bonesprocesswasnotveryeffi-ourmarketingdatamart."Neolaneautomatedsystemcientoreffective,"saidFabriceCanton,contributinghalfofHager'snewcustomerseachyear,and$42Minincrementalrevenue"Theabilitytosegmentandpersonalizecommunicationshashadatremendous,positiveeffectontheeffectivenessofourcampaigns.Theresultsintermsofleadgenerationandleadqualitysurpassedallofourexpectations."
WithNeolane'shelp,Hagerestablishedaincreasedby80percent,andqualitynew360-degreemarketingstrategyimprovedimmeasurably.Today,thedesignedto:NeolanesystemallowsHagertocapture.Generatewebsitetrafficthroughoffline1,000newprospectseachmonth,anditandonlinecommunication,searchhasachieveda10percentconversionrateengineoptimization,andwordofmouth;duetoimprovedqualityofleads-trans-.Buildrichprofilesoncustomersandlatingintoanincrementalrevenueincreaseprospectswithopt-inWebformsinclud-of$42millionperyear.Theadditionalingqualifyingquestions;1,200newcustomersachievedeachyearthroughtheprogramrepresenthalfof.UsesegmentationandpersonalizationHager'stotalnewcustomers.Andwithanliberallytomakecommunicationsmoreaveragecusto... [download for more]

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