Business Summary
TROX is an internationally leading specialist in ventilation and air conditioning systems. Before the project began, the company had established digital B2B activities, but without a consistently aligned international marketing strategy and clear data transparency.
Together with dotSource, TROX developed an international digital marketing strategy based on web analytics and data-driven business. This gives TROX a consistent customer approach and enables it to make marketing decisions transparently and based on data.
Client | TROX SE |
Industry | Machinery & Engineering |
Technology | Google Tag Manger, Google Data Studio |
Focus | Web analytics |
This Is How Trox Benefits From Data-Driven B2B Marketing
through defined processes and coordinated international measures
through systematically collected and analysed web data
through an integrated product configurator with clear rules
headquarters and national subsidiaries through joint workshops, clear roles and aligned goals
through clear status information and structured data flows
through established data-driven business in digital B2B marketing
Project Overview
About TROX
TROX is a global leader in the development, manufacture and distribution of components, units and systems for the ventilation and air conditioning of rooms.
With 32 operating subsidiaries in 27 countries, 20 production sites and additional representatives, the TROX GROUP is active in over 80 countries. Worldwide, it generates revenue of around 740 million euros with more than 5,000 employees.
Initial Situation
TROX already had a range of digital activities in B2B marketing, but without a consistently aligned international strategy. Different approaches in the national companies made consistent customer communication and the comparability of measures more difficult.
In addition, there was no consistently structured use of web data as a basis for transparency and data-driven decisions.
Challenges
The development of an international B2B digital marketing strategy had to take place during ongoing business operations and with differing market requirements across countries. Different stakeholder expectations and levels of digital maturity within the companies required clear prioritisation. At the same time, web analytics and data-driven business had to be established in such a way that they would be accepted and actually used in day-to-day business.
Developing an International B2B Marketing Strategy Based on Data
Stakeholder interviews and workshops
TROX and dotSource conducted structured discussions and workshops to capture the requirements, goals and expectations of the international marketing organisation.
Joint target vision development
Based on the findings gathered, a clear target vision was created for international B2B marketing, defining strategy, processes and responsibilities.
Concept creation of web analytics and reporting
dotSource supported TROX with the development of a web analytics concept that makes relevant key figures visible and serves as the basis for data-based decisions.
Definition of roles and collaboration
The collaboration between the headquarters and national subsidiaries was structured with clear roles, responsibilities and coordination formats.
Derivation of specific action plans
From the strategy, specific measures for channels, content and campaigns were derived in order to implement the international customer approach consistently.
Embedding Data Driven Business in everyday busines
TROX integrated the new data and reporting structures into ongoing operations, enabling Data Driven Business to be practised in day-to-day B2B marketing.
Data-Driven Clarity as a Foundation for International B2B Marketing
With the joint strategic work and the development of web analytics, TROX now has a clear foundation for transparent, data-driven decision-making in B2B marketing. Its international customer approach is more consistently aligned, while processes and collaboration between the head office and national companies have been purposefully structured. This enables TROX to use data-driven business in day-to-day operations and continuously refine its digital measures.
Take the Next Step and Benefit From
- Clearer decision-making foundations through meaningful web data
- Transparent performance of your channels, content and campaigns
- Consistent customer communication across markets and countries
- More efficient use of marketing budgets through data-based prioritisation
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