Certified HubSpot Partner in Amsterdam: Social Brothers implements a modern CRM
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Tap into new markets with Scandia Gear
Scandia Gear has specialized since 1974 in the design, manufacture and supply of safety clothing and personal protective equipment to the maritime, offshore and cruise industries. The company offers a wide range of safety products. Including coveralls, safety shoes, gloves, galley clothing and more.
With branches in Rotterdam, Singapore, Houston and Dubai, Scandia Gear does this worldwide! Previously exclusively to B2B parties, but a webshop aimed at B2C had been on the list for a while. Our colleagues are updating that web shop W.P. Brothers (big release coming soon). In the meantime, we started working on a personalized HubSpot experience and lead-gen marketing activities.
In this case
- Challenge
- Solution
- Facts & figures
From B2B to B2C
Challenge
Scandia Gear originally focused exclusively on the business-to-business (B2B) market, but wanted to expand into the business-to-consumer (B2C) market. The challenge: a private consumer moves through the funnel in a completely different way than a business consumer. Tapping into this new market therefore required a step back and a renewed marketing strategy aimed at private customers. Existing knowledge and techniques could not be adopted immediately. The to do's in a nutshell: strategically review, develop and create all marketing campaigns. Naturally data-driven based on extensive data research. Understanding the new target group is crucial to do this the right way!
Personalization and optimization
Step 1 to help Scandia Gear was to implement HubSpot Marketing Professional. An excellent tool to bundle and optimize the marketing part. Think of the extensive setting up of email automations and flows, pop-ups, thank you messages and more. The result is a more personalized user experience across all touchpoints in the funnel.
In practice, this means, for example, that when a visitor downloads the brochure, he automatically ends up in the correct mail flow and receives personalized mails based on his behavior and data. This prevents irrelevant emails from being sent and unimportant information from being shared with leads. Subsequently, a deeper segmentation is based on behavior, so that the database only sees ultra-specific content, specifically tailored to someone's personal situation.
In addition, HubSpot is also directly equipped for the sales department and the future customer service department. Not only have specific workflows been developed and work instructions drawn up for handling requests and customer interactions. Links have also been built in to distinguish between B2B and B2C customers, so that it is clear internally which tickets can be handled by the sales and which tickets by the customer service department.
This was achieved through a link between WooCommerce and HubSpot. For example, the entire sales pipeline could be set up based on WooCommerce statuses. This provided an automated and personalized shopping experience for Scandia Gear's customers. This implementation of HubSpot is now live. That's why Social Brothers is currently training Scandia Gear employees to use HubSpot properly. This way, the team can get started immediately without any start-up problems when the B2C webshop goes live.
Result
The new implementation enabled Scandia Gear to target their audience and generate leads based on email addresses. This way, potential customers were immediately informed of new offers and discounts, which increased conversion and sales opportunities. All in all, the implementation of the webshop, in combination with the HubSpot solution, resulted in a successful preparation for the expansion into the B2C market.
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