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The Customer
Interroll is a global leader in conveyor technology and material handling solutions for the manufacturing industry. With over 2,500 employees and 35 subsidiaries worldwide, Interroll delivers innovative products that enhance material flow and streamline operations across sectors like logistics, manufacturing, and e-commerce. Their solutions empower companies of all sizes to drive efficiency and growth on a global scale.
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Customer Information
Manufacturing Industry
+ 2500 Employees
35 subsidiaries worldwide
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Customer Since
2021
The Project
Crafting Tailored Experiences: Real-Time Personalization for Every Visitor
Interroll aimed to transform its website from a static information hub into a dynamic, sales-oriented platform that proactively engages new clients with personalized content. Our goal was to help achieve this vision by making the website a powerful tool for lead generation and tailored user experiences.
To accomplish this, we needed to develop a solution that would enable:
- Highly Personalized User Experience: Delivering relevant, real-time information to visitors to create a sense of individual engagement.
- Dynamic Content Adaptation: Ensuring the content automatically adjusts to respond to visitor needs and behaviours in real-time, ensuring high relevance.
- Proactive Lead Generation: Transforming the website into an interactive lead-generation engine that guides users with tailored interactions throughout their journey.
Each component was essential to turning Interroll’s website into a dynamic, client-focused platform designed for effective B2B lead generation.
Our Approach
Transform Interroll’s website into an engaging, sales-driven platform.
At the heart of this transformation was our emphasis on dynamic, personalized content that would adapt in real time to each visitor’s needs and preferences, making the website a truly interactive component of the sales process.
Our approach included:
- Building Personalized Real-Time Content: Leveraging HubSpot’s capabilities, we captured and analyzed visitor data instantly, enabling content to adapt based on interests, location, and user journey. This personalized experience ensured that every visitor, whether new or returning, encountered content that was relevant to their profile and needs.
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- Creating Dynamic CTAs for Targeted Engagement: We introduced dynamic Call-to-Actions (CTAs) that evolved with each user’s journey, guiding them to content and forms specific to their buying stage. This targeted approach significantly boosted conversion potential, allowing each user to seamlessly move through the sales funnel.
- Automated Segmentation and Lead Nurturing with SAP: Integrating SAP facilitated real-time data synchronization, enabling automatic segmentation and tailored outreach. With marketing automation in place, Interroll could nurture leads with personalized offers and messages, enhancing the customer experience at each stage of the journey.
- Designing Adaptive Landing Pages and Product Recommendations: We expanded the site with landing pages that adjusted to visitor profiles. Returning visitors received product recommendations based on previous interactions, fostering deeper engagement and more meaningful interactions with Interroll’s offerings.
This structured approach allowed us to craft a dynamic, client-focused platform that not only captured leads but also nurtured them effectively, turning Interroll’s website into a powerful driver of B2B growth.
The Results
The strategic implementation of dynamic and personalized content drove significant improvements in lead quality and customer engagement:
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Higher Engagement and Conversion Rates: The shift to personalized, real-time content increased the interaction and conversion rates. Visitors found the content highly relevant, leading to a greater likelihood of initiating contact or making an inquiry.
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Enhanced Efficiency in Marketing and Sales: With personalized content delivery, the sales team could focus on pre-qualified leads, streamlining processes and improving collaboration between marketing and sales.
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Increased Customer Satisfaction and Loyalty: The customized experience fostered stronger relationships, with clients receiving the information they needed when they needed it, enhancing both user satisfaction and brand loyalty.
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Long-Term Impact and Growth Potential
Interroll’s ongoing website optimization positions it for sustainable growth, driven by personalized, automated engagement strategies:
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Continuous Lead Flow: The dynamic personalization of the website ensures a steady stream of qualified leads, directly feeding the sales pipeline.
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Strategic Insights for Future Marketing: Detailed user data collection allows for data-driven strategic decisions that refine and adapt marketing initiatives.
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Flexibility and Responsiveness: Automation and data synchronization empower Interroll to swiftly adapt content to changing market demands and customer expectations.
With SUNZINET’s targeted optimization strategy and the robust capabilities of HubSpot and SAP, Interroll’s website now serves as a high-impact, automated lead generator. The platform not only attracts new customers but also fosters an efficient, seamless alignment between marketing and sales – setting the stage for long-term success in the B2B market.
