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Success Stories

Viessmann - Lead Management

Lead management: contacts drive sales

By designing and implementing a comprehensive lead management project aimed at refining the knowledge of different customer profiles from the industrial and residential sectors, we responded to Viessmann's need to improve lead generation by increasing the number and quality of leads to be put in contact with its network of qualified installers to create new sales opportunities.

The German Viessmann Group is a leading multinational heating, refrigeration, and air conditioning manufacturer for homes, businesses, and industries. Founded in 1917, it is still a family business but characterized by a strong international focus, evidenced by its 22 production sites in 12 countries and more than 120 foreign subsidiaries. Viessmann has about 12,300 employees, and the group's turnover exceeds 2.65 billion euros (54 percent is generated abroad). It has been present in Italy since 1992, with an office in Pescantina, in the province of Verona. Research, innovation, and commitment to the environment make Viessmann a pioneering company ready to meet future challenges and achieve the highest technological standards.

Viessmann_Azienda

Challenge

Strategically improve contact management

Viessmann felt the need to improve lead management processes for both the industrial and residential divisions with the goal of increasing the number and quality of contacts to be made available to its sales force, which in Italy consists mainly of qualified installers certified as "Energy Efficiency Partners."
It was important not only to generate new leads, but to set up a useful profiling logic to get to know the target's needs in depth and to identify lead management processes capable of offering each contact a positive and relevant customer experience and keep the company's brand reputation high.

Viessmann_Case

Proposed Solution

Leveraging effective synergies to support and convert customers

We accompanied Viessmann in its project to overhaul and optimize digital lead generation and lead management processes, first by aligning marketing, sales, and customer service departments.
Working closely with the company's customer-facing teams, we analyzed the different target profiles and identified a lead management strategy focused on:

  • offering correct answers to the needs of each individual contact;
  • collecting useful profiling data to enrich the Single Customer View;
  • highlighting additional possibilities for sale; ;
  • extracting qualitative insights based on accurate data that are critical for refining marketing and sales policies.

In order to differentiate Viessmann's voice, assert its leadership, and provide value to the customer experience offered, we focused strongly on the use of high-quality content by professionals in energy efficiency issues, and designed an editorial plan functional to optimize lead management.

Then we redesigned the two corporate blogs (one dedicated to the residential and the other to the industrial sector), introducing highly profiled navigation paths for each identified customer profile in order to improve content enjoyment and the overall experience.

Finally, we optimized the site to maximize lead generation by including the correct conversion opportunities, and by leveraging the marketing automation features of the CRM platform we channeled the generated contacts into efficient relational nurturing paths.

Results

More visibility, more leads, more sales

New lead management processes and tools enabled to:

  • greatly improve Viessmann's online visibility;
  • increase website visits;
  • increase lead generation rate;
  • generate various up-selling and cross-selling opportunities.

 

*Image Credits: © 2024 A CARRIER COMPANY

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