The Initial Situation

From Handwritten Notes to Automation

The company faced the challenge of further advancing digital transformation in its marketing. Before the introduction of modern tools, SCHUNK primarily captured leads at trade fairs manually. This led to time-consuming processes, such as transferring handwritten notes to the CRM system, and potential sources of error due to illegible data. These manual steps hindered the efficient use of collected information and delayed a quick and targeted approach to leads.

Optimizing Processes

With increasing internationalization and digitalization in mid-sized companies, as well as the challenge of keeping up with competitors in terms of personalization and efficiency, it became clear that existing processes needed to be optimized. "We needed a solution that both reduces manual effort and improves the personalization of customer communication," explains Benedikt Janßen, Head of Digital Marketing at SCHUNK. "Evalanche proved to be the ideal marketing automation platform to meet these requirements."

The Requirements

Efficiently Solving International Challenges

Although the first discussions with Evalanche manufacturer SC-Networks took place about ten years ago, it was the Corona pandemic in 2020 that truly set things in motion. Personal contact was scarce, and companies pushed their internal digitalization further. SCHUNK also recognized the potential of marketing automation to digitally engage customers. However, the company had high demands on the solution: with 34 worldwide subsidiaries and numerous local marketing contacts, it was essential to find a tool that could combine global scalability with central control. Evalanche already offered the ideal solution: its multi-client capability made it possible to set up separate clients for each country, granting local autonomy while maintaining central coordination by the headquarters in Germany.

Efficiency at the Touch of a Button

The introduction of Evalanche took place in several stages. In the first step, marketing automation was integrated into the existing system landscape. A central role was played by the connection with the CRM system and the lead capture software SnapAddy. This integration enabled a seamless transfer of leads generated at trade fairs or other events. Instead of manually capturing leads and transferring them to the CRM system as before, capture now took place completely digitally and in real-time. Thanks to Evalanche, these leads can now also be automatically developed further.

Personalization with Precision

Another milestone was the automation of lead follow-up. Marketing automation enabled SCHUNK to automatically send personalized thank-you mailings. These emails not only contained individual addresses but also specific information and product links based on the interests of the respective trade fair visitors. This created a direct link between the trade fair interaction and subsequent communication. In addition, Evalanche integrated the double opt-in procedure to ensure compliance with the proof of consent requirement. The next step is to set up multi-stage marketing campaigns, ranging from invitations to events and product recommendations to targeted follow-ups. Particularly important is the ability to centrally control these campaigns while flexibly responding to the regional requirements of the respective subsidiaries. With the scoring models integrated into Evalanche, leads will then be pre-qualified for sales based on their interest and potential.