Impact Story: PART Modernises Its Marketing Strategy

PART Builds Digital Marketing Platform for Strategic New Customer Acquisition

Digitalising and driving SMEs forward in the process industry – that is PART’s mission. The Augsburg-based family business relies on intelligent business applications based on SAP, over 30 years of industry experience, and an unfailing instinct for the needs of its customers.

The IT service provider is not only a renowned SAP partner; it is also a leading specialist within the process industry. In order to maintain and further expand this competitive edge in the long run, the company wanted to invest in its digital presence and digital marketing. Its marketing strategies and processes needed to be refreshed, while the underlying systems – from the website to marketing automation – were also in urgent need of an update.

“We were impressed by andweekly's approach from the very first time we met them. It was exactly what we needed for our digital marketing strategy. We felt understood right from the very outset and quickly decided to work together. We could hardly wait to get started with this exciting process!”

– German Mayr, Founder and Chairman of the Advisory Board PART

5 Completed Project Goals

1. Instead of telemarketing they now reap the benefits of a partially automated, digital marketing funnel.

2. Email marketing:

The team was able to increase its reach from 0 to 10 contact points per year.
Click-through rate is now 13.4 percent. This is 67.5 percent better than the global HubSpot benchmark of 8 percent.

3. Online visibility has risen from 4th to 1st place among the 7 most relevant competitors.

4. Performance of the online presence through a website relaunch.

Improved visibility/SEO: + 56%
Mobile performance according to Google PageSpeed Insights: + 164%
Desktop performance according to Google PageSpeed Insights: + 37%
Sessions: + 26%

Legacy Issues Hindering Marketing

Before working with andweekly, PART was struggling to modernise its marketing strategies and processes and adapt them to the digital age. The previous methods and systems were outdated and no longer efficient, which impaired the company's competitive edge. These are some of the crucial issues at PART:

Telephone acquisition: PART mainly relied on telemarketing as a method of customer acquisition and retention. However, this approach was no longer effective or in keeping with the times. What was needed instead were innovative and automated marketing strategies.
Conventional CRM system: PART used an older CRM system called Aurea for sales, which no longer met today's marketing requirements. It lacked important features and the flexibility to meet ever-changing business requirements.
No control of access figures: PART had no way of effectively monitoring and evaluating access figures and interactions with its marketing channels, making it difficult to make data-driven decisions and optimise digital marketing.
Few control options: PART’s management felt constrained in their ability to control and manage their marketing strategies and campaigns. They only had limited opportunities to adapt and optimise their approaches.
Lack of measurability: PART had no tools or processes to accurately measure and analyse the effectiveness of its marketing campaigns. This prevented continuous improvement and adaptation of marketing strategies.
Lots of email contacts, but no activation strategy: PART had a large number of email contacts, but no clear strategy for leveraging and engaging them. As a result, this valuable resource remained largely untapped.

That Is PART

Specialist in the process industry

PART was there back in 2002 when industry leader SAP launched SAP Business One, the leading ERP system for SMEs. The Augsburg-based IT service provider understands the process industry with its chemical, cosmetics, food & beverage, and pharmaceutical segments like no other.

With industry solutions such as C.One, it developed “SAP Certified Solutions” and soon became an SAP Gold Partner. Beginning in the DACH region and now spanning the entire globe, PART has been helping SMEs in the manufacturing process industry to introduce ERP and CRM solutions from SAP with a wealth of expertise combined with a thoroughly human approach.

4 Focus Areas of the Collaboration

Strategic Foundation: Go-to-Market Plan

Working together to develop and refine buyer personas, target groups, buyer's journey, value matrix, and USPs

HubSpot Onboarding

Setting up HubSpot Marketing Hub Professional und CMS Hub Professional as a central marketing toolset

Content for Lead Generation and Lead Nurturing

White papers, solution briefs, case studies, blogs, social media posts, emails, and web content tailored to the buyer personas

Redesign and Relaunch of the PART Website

Complete redesign and relaunch of the company website based on HubSpot CMS Hub, including content and design

Measurable Impact with a Lasting Effect

PART and andweekly have achieved a great deal together. The family business now has full control over its marketing activities, can accurately measure its success, and knows how to effectively engage its existing contacts.

“With cold calling on the phone, we used to come away with a bloody nose. Now we've realised that digital marketing is more sustainable and scalable.”

– German Mayr, Founder and Managing Director PART

5 Success Factors
of the Collaboration

1. Consistent implementation of the content and campaign plan

2. Continuous investment in the creation of high-quality content

3. Targeted email marketing with relevant content and a personalised approach to target groups

4. Optimal use of HubSpot as a marketing CRM platform

5. Content and technical modernisation of the website and alignment of the information architecture to the target groups

We Develop Marketing Strategies With Lasting Sustainable Effects

B2B marketing involves major challenges – very complex topics, highly demanding target groups, and the great necessity to provide measurable results. This is where we come in: with digital competence, journalistic diligence, and a deep understanding of the B2B world, we help marketing teams to reach their goals. Let’s create custom solutions together that will ensure your success in the long-term.

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