The Challenge and Goals
Wilier Triestina reached out to Impresoft Engage seeking their support in building a new website and conducting a series of marketing activities aimed at improving its online presence. At that time, Wilier had decided to focus specifically on the gravel sector and wanted to establish a well-positioned online presence in this specific area.
HubSpot was strategically chosen as the linchpin solution to address this imperative, serving as the backbone for managing both B2B and B2C interactions. Beyond CRM integration, HubSpot seamlessly fused with Wilier's e-commerce platform, becoming the nexus for post-sale support, product registrations, and customer engagement. Such an evolution was essential, given the inherent complexity of internal processes for a company like Wilier, which operates with a significant network of dealers in 45 countries worldwide.
The e-commerce platform, which has been integrated with the CRM, continues to serve as a reference point for its customers in terms of post-sale support for B2C, starting from the registration of the purchased product.
Impresoft Engage challenge, thus, was not merely technological but transformative: leveraging HubSpot to usher Wilier into a new era of digital agility and enhanced customer relationship management.
The Solution
The company can reap the benefits of the new CRM, allowing it to abandon the previously used tools and manage customers and contacts efficiently. Another significant achievement concerns Wilier's online positioning, which is currently strong, particularly in the gravel sector.
The support provided during the Italian Bike Festival participation also led to significant outcomes. On that occasion, Wilier made some of its new bike models available for visitors to test on a track, and Impresoft Engage created a dedicated landing page with a form for booking a bike test. This single landing page engaged over 6,000 contacts, all automatically stored in HubSpot.
Facing the challenge of misaligned departments and the complexity of handling data scattered across multiple platforms, the adopted solution was the final design of an architecture that enabled seamless integration and efficient access to data for users.
These excellent results have prompted the client to renew its collaboration with Impresoft Engage to complete ongoing projects and initiate new ones. Moreover, the client intends to continue working toward the creation of automation that can enhance the Sales team's performance, fully leveraging HubSpot's capabilities.
Key Points
Based on the initial results, Impresoft Engage agreed with the client on a new strategy consisting of seven major areas: