Impact Story: TWAICE Synchronises Marketing and Sales Process

TWAICE Optimises Marketing and Sales Process With Hubspot and Salesforce

Teslas without power, exploding e-scooters, mobile phone batteries with the shelf life of a mayfly. Scary headlines like these are thankfully a thing of the past. This is thanks in part to companies like TWAICE, a start-up that has enjoyed resounding success in developing software to analyse battery behaviour.

Elsewhere in the company, however, this analytics capability was lacking. For customer acquisition, TWAICE simply relied on the usual tools and tactics for demand and lead generation. However, the mapping of measures and success, as well as the synchronisation between marketing and sales, was not yet up to scratch.

So, when TWAICE hired andweekly’s growth team, the mission was crystal clear: systematic, comprehensive lead management with measurable performance data.

The Product Is Sophisticated, The Market Is There – But.

TWAICE still saw potential for optimization in lead generation, especially when it came to managing new contacts in marketing and sales.

Lennart Hinrichs, Vice President of Marketing & Partnerships at TWAICE: “Our biggest challenge was the lack of transparency. We were relying on performance marketing, email marketing, and other B2B marketing measures to reach our target group. But we could not answer the following questions precisely: which marketing channels and measures are the most successful? And how does our lead funnel develop after the initial contact? The setup was not robust enough to grow in a scalable manner.”

Margarita Ayala, Manager of Demand Generation at TWAICE, adds: “We also had an organically grown, heterogeneous tool landscape that consisted of a mix of professional and semi-professional applications: MailChimp, Salesforce, Eventbrite, WordPress, and lots of Excel spreadsheets. The amount of maintenance effort required for this was too high and the CRM data quality suffered as a result of the hotchpotch. In addition, our Salesforce CRM system was not set up properly from a conceptual point of view. We knew we had to put things right.”

4 Focus Areas of the Collaboration

1. Onboarding of HubSpot Marketing Hub Enterprise: Serves as the marketing department’s new CRM system.

2. Establishment of a lead management process: Every contact is judged by how far they are from a purchase decision.

3. Lead scoring facility: Every reaction from contacts is evaluated via automatic scoring.

4. Synchronisation of HubSpot and Salesforce Sales Cloud: In the future, both tools are to be seamlessly integrated.

3 Goals to Ensure Success

Continuous acquisition management along the sales funnel

This was to cover the entire sales funnel, from the “top of the funnel” (TOFU), i.e., arousing attention, to the bottom of the funnel, i.e., the buying decision. The challenge was to establish a process that qualified leads from marketing to sales.

Define clear handover points in the lead management process

From then on, the marketing team was responsible for pre-qualification using HubSpot up to the marketing qualified lead (MQL) level; the sales team would then take over the pre-qualified leads in Salesforce and develop them into sales qualified leads (SQL), then into willing buyers and finally into customers.

Make the most of HubSpot and Salesforce

Both systems allow extensive automation of the qualification stages. This makes lead management incredibly efficient, provided that both CRM systems interact seamlessly and the synchronisation of contacts, companies, and deals functions properly.

Marketing Takes a Giant Leap Forward

In their search for a better solution, those responsible had already come across HubSpot. It stood out as a new marketing CRM system thanks to its good usability. The question remained as to whether TWAICE could do without Salesforce altogether or whether a hybrid approach would make sense. If so, how could the two programmes be synchronised so as not to create more hotchpotch?

A direct inquiry to HubSpot then yielded the answer: HubSpot's CRM software specialists recommended that TWAICE approach andweekly for advice and support as an agency with proven expertise. It quickly became apparent that this was a worthwhile recommendation.

The newly defined lead management process was documented and approved after receiving final approval from stakeholders in marketing, sales, and management. This was followed by implementation in HubSpot and Salesforce.

“andweekly was never too shy to tackle even the most unpleasant tasks. The team wasn’t afraid to roll up their sleeves and get stuck in. This has now resulted in a stable setup consisting of both HubSpot and Salesforce.”

Margarita Ayala, Manager of Demand Generation at TWAICE

Marketing and Sales Processes Based on Reliable Figures

All CRM data is now synchronised in real time between HubSpot and Salesforce. Both the marketing and sales departments have access to it throughout.

TWAICE thus has a lead management system that ensures a complete overview of conversion rates along the funnel. What results individual marketing channels and measures bring, how contacts react, and in which situations they are picked up – these no longer have to be answered by looking into a crystal ball.

Incidentally, the newly established lead management system has not only improved transparency; TWAICE has also benefited from further internal organisational structure. Under the guiding principle of “smarketing”, marketing and sales now work together with the same goals and to the same standard.

“Lead sources and channel performance are now transparent. We map the funnel from prospect to deal. The dynamics of the funnel are captured by time stamps, while conversion points are measurable and easy to manage.”

Lennart Hinrichs, Vice President of Marketing & Partnerships at TWAICE

This is TWAICE

Simulation trumps experimentation

Converting our energy supply to emission-free electricity will, or rather, must happen quickly. Whatever the source – whether hydro, solar or wind power, biomass, green or blue hydrogen – the sticking point remains electricity storage. Research, energy suppliers, car companies, and mobility service providers are therefore working flat out to develop powerful, long-lasting, environmentally friendly batteries.

The Munich-based company TWAICE, which was founded in 2018, has developed software that analyses battery behaviour – not in lengthy, expensive lab experiments, but based on data from the field and simulations. Using a digital twin, parameters such as charging behaviour, power loss, temperature development, service life, profitability and much more can be calculated in advance and improved.

Customers already reaping the benefits of the analytics software via the cloud platform include car companies such as Mercedes, BMW, and Audi, as well as large storage technology companies such as Fluence and the reinsurer Munich Re, which provides coverage for performance guarantees. This makes TWAICE the market leader for predictive battery analytics.

We Count on Technology That Automates Marketing Processes.

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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