Ampco Metal - building global customer relationships

Challenges

The company is headquartered in Switzerland and is represented worldwide with production and sales organisations. Purchasing materials and semi-finished products has long been a global endeavour in the industry. As part of a comprehensive digitalisation strategy, the aim was to include not only production and logistics, but also marketing and sales. 

The industry is traditionally characterised by traditional sales methods. AMPCO METAL develops and produces special industrial metals with bronze. These have outstanding properties, but they require a lot of explanation. The challenge was to apply modern inbound marketing methods and to involve sales in such a way that a 360° view of the customer and the ongoing projects was possible at all times. 

HubSpot CRM was integrated with the industrial ERP M-Soft so that the sales department could see the current sales figures and the status of individual projects worldwide. At the same time, a comprehensive inbound marketing strategy was implemented to generate new leads.

Solutions

The HubSpot CRM with Marketing Hub forms the core of the solution. The M-Soft ERP was integrated via the ProfileHub so that the current sales data is immediately available in the CRM from the moment the offer is made. 

Based on clearly defined personas, subject areas were defined that needed to be filled with attractive content. The ongoing publication of interesting topics via social media and on the corporate blog leads to new leads. 

Thanks to the seamless integration of the sales organisation, both the back office and the sales force are immediately kept up to date on the activities of potential customers, so that prompt processing can be ensured worldwide at all times.