Resources / Case Study
Industrial Concrete Floor Specialists
How we helped establish an international
brand presence with leading edge marketing
and sales software.
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About Twintec
Twintec Group manufactures and installs industrial concrete floors using a patented reinforced steel fibre additive. With 17 global divisions operating across different markets, Twintec had established a unique position in the marketplace but needed to strengthen its international brand presence and create a more consistent global customer experience.
The Challenge
Twintec manufacture and install industrial concrete floors, using a patented reinforced steel fibre additive. Despite being unique in the marketplace, traditional sales methods were yielding fewer leads, and a UK downturn in construction was beginning to impact new business development. Overseas markets were identified as potential growth areas, but to compete on a global scale, the brand needed to be at the forefront of the global stage. With 17 global divisions, each with competing websites of varying sizes, Twintec Group needed to create a unified global website to cater to all localities with a consistent offer and message. Additionally, they needed to consolidate all data into one CRM platform whilst maintaining segmentation and security.
The Goal
The goal was to establish Twintec as a stronger global brand, create a unified digital presence across its 17 divisions, and build a more effective system for attracting, converting and nurturing leads across international markets whilst consolidating their data into one CRM. The new approach also needed to preserve existing search visibility during the transition and connect global marketing activity with local divisions.
Quattro’s Strategy
Quattro worked with Twintec's teams to understand the business and their internal processes to map to their new CRM.
We profiled potential buyers to understand what content would resonate with them. This informed a content-led strategy designed to attract and nurture prospects throughout the buyer journey.
The strategy incorporated whitepapers, project spotlights, news articles and video content. It was then validated across the wider group before Quattro developed a website architecture capable of housing the content and directing visitors to the appropriate local Twintec division.
The Solution
A strategy containing white papers, project spotlights, news articles and video content was created to attract and nurture sales leads at every stage of the buyer's journey. This strategy was validated against the other group divisions, and a website architecture was designed.
We then built a global website within the CRM to house the content and channel buyers from across the world to their local Twintec division and content. One of the biggest challenges in consolidating 17 global websites into one was with existing search rankings. Simply taking down each group website and re-pointing the domain name would have resulted in lost search traffic and rankings.
To ensure a smooth rollout of the site, we systematically audited each divisional site, documenting all URLs before redirecting them to their new location on the group site. With HubSpot’s geo-location features, we were able to dynamically serve the right content to the right persona based on their locality and CRM automation. Dealing with 17 separate domain registrars was co-ordinated by our in-house DNS team, who ensured a smooth transition for each division.
With 17 global divisions sharing one centralised CRM, we helped Twintec segment their data, permissions and teams. With automated processes to assign lead lifecycle stage and contact owner, leads are carefully managed and nurtured. With separate deal pipelines for each division, all sales and marketing data can sit together in one CRM yet be separate per team/devision at the same time. To ensure the success of the new website and the new centralised CRM and marketing tools, we ran a series of in-person sales and marketing workshops in the UK and Belgium.
Software Stack
The software stack we used to help Twintec:
- HubSpot Marketing Pro
- HubSpot CRM
- HubSpot Content Hub
- HubSpot Sales
- SEM Rush
- Google Analytics & Search Console
Support Summary
Twintec's retained support includes:
- Quarterly strategy reviews
- Blog and content Strategy creation
- Technical SEO support
- Technical website support
- Sales & marketing alignment
- Pro-active keyword and competitor analysis
- On-site sales and marketing workshops
