NavVis
Impact Story: Global scaling and market expansion through a comprehensive digital marketing strategy.
NavVis is considered one of the most exciting growth stories in the German start-up scene. Founded in 2013 as a spin-off from a research project at the Technical University of Munich, NavVis has become a SaaS technology leader within a very short period of time.
It specializes in indoor spatial intelligence, providing navigation and positioning for the built environment. “NavVis offers a unique enterprise platform that’s marketed across the globe. In both marketing and sales, the company relies on scalable digital marketing strategies to tap the market potential for its technology as quickly as possible”, says Irene Herranz, former Head of Global Marketing at NavVis.
NavVis and andweekly (formerly Svensson & Friends) have worked together from June 2019 to February 2020.
NavVis is the global market leader in indoor spatial intelligence technology and enterprise solutions, trusted by top companies including BMW, Daimler, Skoda, Lenovo, and Siemens.
NavVis helps manufacturing enterprises drive efficiencies in global factory planning and operations with a fully managed digital twin solution that enables fast and accurate 3D mapping and immersive visualization of the shop floors, at scale.
They are the experts in digitalization and remote immersive visualization of large indoor spaces. With NavVis Industry 4.0 technology, manufacturers can easily create digital twins of their global production sites.
Indoor spatial intelligence entails the digitalization of factories and other large commercial properties. With the SLAM-powered NavVis M6 Indoor Mobile Mapping System (IMMS), an accurate 3D mapping of huge facilities can be completed in a matter of hours.
The NavVis IndoorViewer software then turns the collected data including high-quality point clouds and 360 imagery into an immersive in-browser 3D model that is easily accessible to every building stakeholder to radically improve transparency and collaboration.
“NavVis relies on digital strategies in marketing and sales to tap into the global market. This scales fast to help the company achieve its ambitious growth targets.”
Irene Herranz, Former Head of Global Marketing, NavVis
The uniqueness of NavVis is underpinned by numerous awards, a solid patent portfolio and even a personal visit from the German Chancellor Angela Merkel. Their enterprise client roster features leading automotive powerhouses including BMW, Daimler, PSA and Volkswagen; industrial companies such as Bosch and Siemens as well as many other global players such as Allianz and Deutsche Telekom.
In its sales strategy, NavVis focuses on direct customer relationships with large companies, such as the groups mentioned above. However, scalability, which is the key to company growth, lies in forging partnerships with over 30 local engineering firms all over the globe that specialize in 3D mapping and are certified experts that own and operate NavVis mobile laser-scanning devices.
These engineering companies specialize in the digital 3D mapping and surveying of buildings and factories. By using NavVis technology, they benefit from a faster and more efficient surveying process. The result for joint enterprise customers: a seamless and much more precise creation of a digital twin of their global manufacturing premises.
“NavVis wants to make its technology available to the right buyers around the world as quickly as possible”, says Irene Herranz, describing the marketing and sales objectives of NavVis. “andweekly supported the company in creating the foundation for a scalable lead generation strategy.”
NavVis relies on content marketing to sensitize potential customers to its unique technology. Convincing content, carefully tailored to the individual information needs along the buyer’s journey, forms the basis for the digital marketing strategy of NavVis.
To structure the lead management process, NavVis relies on HubSpot Marketing Hub in the marketing area. Right up to the lifecycle stage of the sales qualified lead (SQL), all contacts are qualified using lead scoring. As soon as a contact’s behavior indicates a buying interest, it is passed on to the sales department. The pre-qualified contacts are then processed on the basis of Microsoft Dynamics CRM.
The objective of NavVis is to generate and nurture new leads via a content-driven marketing strategy and to qualify these leads in the next stages in an automated fashion. As with many B2B companies, the sales process for a new customer relationship at NavVis stretches over several months. Customized content and intelligent automation using HubSpot help to make this process efficient.
“andweekly has helped NavVis to structure the lead qualification process and adapt our CRM system accordingly”, says Irene Herranz. “NavVis pursues ambitious goals and holds its external partners to high standards. The cooperation with andweekly was highly professional and always maintained a friendly human touch.”