Lead Management: Digital Optimization for Beretta

Lead management: hitting the mark by enhancing digital processes

Through sophisticated lead and customer profiling, precise personalization of each type of content, and targeted use of the CRM platform's most advanced marketing automation functions, we have taken Beretta's digital approach to a higher level of effectiveness, making the company's lead management processes more efficient and more productive.

Pietro Beretta was founded in the early 1500s by Bartolomeo Beretta in Gardone Val Trompia, in the province of Brescia, where it still has its headquarters today. It is referred to as the oldest industrial dynasty in the world still in business. The company markets its products on all continents for both civilian and military uses (Beretta weapons are supplied to the Italian Armed Forces and Police Forces and those of many other countries).

In the early 1990s, traditional production was joined by a full line of accessories and apparel for hunting, shooting, and leisure, transforming the company from a simple gun manufacturer to a true outdoor interpretive brand. Today Beretta is controlled by Beretta Holding S.p.A. Group and is present on the world market with several single-brand stores, the Beretta Galleries, as well as two e-commerce sites: berettausa.com and estore.beretta.com.

Esigenza

Greater efficiency to online marketing activities

Beretta wanted to make its online marketing activities more effective, optimizing the digitization path that had been underway for more than a decade. But, in order to achieve better results, it was necessary to analyze in detail, through a specific methodology, the data collected on each customer through online channels and to identify strategic content capable of activating lead generation and contact engagement on the different touch points.

“When we started with digital marketing, we were one of those companies that send the same message to all their contacts. We needed to find an effective way to identify the different lifestyles and preferences of our customers and offer them multichannel content capable of really satisfying their interests.” Matteo Recanatini, Digital Ecommerce Manager at Beretta

Knowing leads to convert them into customers

We accompanied Beretta on a journey to evolve its digital activities, which until then had been managed through heterogeneous and unintelligible systems. To make the process more efficient and take advantage of marketing automation opportunities, we brought the CRM platform to the center of Beretta's digital actions. The project to digitize marketing and sales processes was initially applied to the U.S. market through a series of campaigns. Since then, through the integrated use of tools dedicated to blogs, landing pages and social media, we have guided the marketing team to create targeted content, capable of responding to the needs of different customer profiles and begin a progressive profiling of each contact, based on tracking their behaviors and interests. Automation has also enabled us to introduce sophisticated lead management processes, impossible to manage manually, to deliver a truly personalized experience to each contact. Thanks to the advanced functions of the CRM platform, it was possible to study each textual and visual content (images and videos) in a way that would stimulate the individual customer's interest, guiding them through the purchase process or directing them to the nearest retailer.

The numbers of success

+ 76% Lead Conversion

+ 15% CVR Conversion

+ 4.000 sales during Black Friday

Today, Bereta runs a highly effective digital marketing program without having increased the resources employed in the team. The numbers speak for themselves: the conversion rate of leads from organic search is close to 76 percent , the percentage of conversions from social media is around 15 percent , and, on the occasion of "Black Friday," e-commerce channels recorded a peak of 4,000 orders in a single day. In addition, thanks to specific retargeting campaigns, the conversion into purchase of abandoned shopping carts on e-commerce sites was significantly increased.

Given the positive results in the U.S., the campaigns were also used in the European market, after major adaptation to market needs and goals.

Solutions

Company

Investors

Pietro Beretta - Lead Management

Lead management: hitting the mark by enhancing digital processes

Esigenza

Greater efficiency to online marketing activities

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Proposed Solution

Knowing leads to convert them into customers

Results

The numbers of success

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