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Convena efficiently pushes out content in 9 different languages with Act-On.

Industry: Business Services
Highlight:
  • Able to efficiently push out emails and content in 9 different languages
  • Access to more detailed activity reports and customer insights
  • Improved marketing/sales alignment

The Challenge

Convena Distribution is one of the leading international IT distributors in Europe with over 15 years of experience in the industry. The company has offices in Denmark, France, United Kingdom, the Netherlands and Sweden and supplies spare parts, options and accessories for the world’s leading manufacturers such as HPE, HP Inc., and Lenovo, to name a few.

Convena stands out from the competition in that the company has a heavy focus on ecommerce, has a quick delivery time, and offers excellent customer service. In fact, the company boasts that account managers are able to speak a wide array of languages and can provide service to the company’s international customers in their native language.  

Despite its wide reach, Convena only has a two-person marketing team in charge of its various marketing activities. Convena’s Marketing Manager, Kristine Steenberg Henriksen and her colleague handle everything from social media, marketing campaigns and generating leads for sales, all without the help of an outside agency.

Although the company was using another marketing automation solution, it did not have all the features Convena needed to execute its marketing efforts and improve results. Kristine and her team knew they needed a platform that would allow them to elevate Convena’s marketing efforts and provide more personalized communications to current customers and leads.

The Solution

To best equip Convena’s small marketing team to deal with the challenges of handling marketing for an international company, Kristine and her boss began searching for a marketing automation platform that would allow Convena’s small team to scale the company’s marketing efforts, and would be able to grow with the needs of the company.

“We were looking for a platform that could do all the things in one package, so we wouldn’t have to buy more features in the future,” said Kristine.  “We wanted a platform that, when the time came, we could say now we have this new CRM system, now we need this feature in our system, and we could easily do it.”

“We’re putting together two newsletters a week, and we are sending them out in nine different languages to people all over the world.”

Case Study Headshot Template_Convena

KRISTINE STEENBERG HENRIKSEN

Marketing Manager

Kristine and her boss began their quest of finding the right marketing automation platform by first searching the web to see what kind solutions where out on the market. In addition to Act-On, they considered ClickDimensions and HubSpot. Convena ultimately settled on Act-On for its ability to grow with the company, affordability, excellent resources and customer service.

The company was also attracted to Act-On’s ability to seamlessly integrate with many CRM systems, such as Microsoft Dynamics, which the company was looking forward to adding to its MarTech stack in the future. “We needed the CRM system, so it was easy to say we need a marketing platform that can integrate with one in the future,” says Kristine.   

“Before we had Act-On, Maria, the person at our organization working within the platform, was taking a lot of time putting together all these statistics and reports to give to sales, and now she can easily do it in just one click.”

KRISTINE STEENBERG HENRIKSEN

Marketing Manager

The Result

Implementing Act-On has enabled Convena’s small marketing team to easily and efficiently push out content for their international customer base, creating a more personalized experience. One of the ways the company is accomplishing this is through its newsletter, an important piece of the nurturing process intended to educate readers about Convena and its values, rather than sell products. “We’re putting together two newsletters a week, and we are sending them out in nine different languages to people all over the world,” says Kristine.

In addition, Convena’s marketing team has been making use of Act-On’s lead scoring and funnel and SQL capabilities, as well as the data studio feature, which Kristine notes has made the process of creating reports much more efficient for her team. “Before we had Act-On, Maria, the person at our organization working within the platform, was taking a lot of time putting together all these statistics and reports to give to sales, and now she can easily do it in just one click,” notes Kristine.

Convena has also seen an improvement with its marketing and sales alignment thanks to Act-On. Kristine says that the marketing team is now better able to equip its sales team with important insights to seal the deal. “If our sales guys want to know more about the customers, we have all these timelines where they can see if leads have been visiting the website, clicked on something, what they’ve searched for, and so on.”

Kristine hopes the marketing/sales alignment continues to improve, and the company is able to take its use of Act-On to the next level for even better results once the organization integrates a CRM. “We are starting implementing our CRM system right now, which is Microsoft Dynamics, so integrating it with Act-On is one of the next steps.”

Convena

Convena Distribution is one of the leading international IT distributors in Europe with over 15 years of industry experience. The company has over 70 staff members, with offices in Denmark, France, United Kingdom, the Netherlands and Sweden.