Assist us—world leader in the production and maintenance of meat, fish, and poultry processing machines—with an assessment of our current (Salesforce) ICT infrastructure. Deliver a roadmap for adapting and implementing marketing technology that fully supports our inbound marketing ambitions.
Execution
The foundation
- From inbound marketing strategy to a concrete roadmap: To determine the marketing technology requirements, I collaborated with all internal stakeholders to develop customer journey maps that made the inbound marketing ambition more tangible, highlighting pain points and untapped opportunities.
- User/Customer experience assessment: A UX/CX analysis of various digital channels, including Marel.com, provided valuable insights into necessary adjustments.
Digital transformation
- Data and ICT infrastructure analysis: With a clear understanding of the functional business needs, my technical team and I conducted an analysis of the ICT environment, focusing primarily on the implemented Salesforce products, Pardot and Sales Cloud, and their integration with other systems.
- Technical implementation roadmap: The analysis was translated into a multi-year implementation roadmap with projects prioritized based on urgency and added value.
Results
- Achieved comprehensive stakeholder alignment regarding the marketing and operational processes, including pain points and commercial opportunities.
- Delivered an improvement plan for conversion rate optimization (CRO) on Marel.com, positioning it as an efficient lead-generation channel within the refined inbound marketing strategy—resulting in a substantial follow-up project.
- Developed an improvement plan for setting up automated omnichannel campaigns.
- Provided pragmatic recommendations for optimizing the technical setup of Salesforce products within the ICT environment.
- Created a functional and technological implementation roadmap to support the inbound marketing strategy and improve the customer experience.