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SKF Group units experience improved lead generation, faster campaign implementation, and higher conversion rates with Act-On!

Industry: Manufacturing
Highlights 
  • Units saw an increase in lead generation of up to 20%
  • Able to implement campaigns 2-3x faster than before
  • Units have improved sales enablement thanks to CRM integration and better marketing/sales alignment

The Challenge

SKF Group has been a leading global technology provider since 1907, focused on developing new technologies that offer customers across a variety of industries a competitive advantage. The company owns business units in over 140 countries, all of which boast hands-on experience in over 40 industries and extensive knowledge across the many SKF technology platforms: bearings and units, seals, mechatronics, services, and lubrication systems. 

In addition to providing world-class products to customers across industries, SKF stands out in the market thanks to its efforts to develop technology that reduces the environmental impact of an asset during its entire lifecycle. The company places a major emphasis on reducing waste during the production process and ensures its products are also designed to have a low environmental impact when put to use by their customers. 

One would think that SKF’s many years of experience, innovative technology, and worldwide presence would be enough to make them an obvious choice for their target customers. Yet, many of the company’s business units were struggling to connect their marketing efforts, attract and nurture leads, close deals, and achieve their desired results. This challenge was amplified by the fact that many of these units relied on email service providers (ESPs) or complicated marketing automation platforms, limiting their ability to launch effective and personalized marketing campaigns and lead nurturing efforts, transfer leads to sales, and measure their overall impact. 

The Solution

SKF B.V., SKF Mexico, SKF Slovensko Spol. S R.O. and SKF Estonia OÜ are just a few of of the business units that have chosen Act-On over available ESPs and other marketing automation solutions. Before coming to Act-On, these business units all used different marketing tools — including Marketo, ExactTarget, MailChimp and Constant Contact. 

Although they were each using distinct platforms, they were encountering many of the same issues across the board. Many business units named the inability to effectively segment and nurture leads as a huge blocker preventing them from accomplishing their business and marketing goals. These SKF business units also identified that their previous solutions were lacking CRM integration, as well as tools to help them efficiently transfer qualified leads to members of their sales team and equip them with the insights they needed to close a deal. 

“Act-On is easy to use and has increased our leads, provided greater analytics and visibility into our campaigns, and strengthened our connections with our target market.”

VLADIMÍRA KOVALOVSKÁ

Distributor Development Manager, SKF Slovensko Spol. S R.O

As they began to look for replacements, these business units identified ease of use, CRM integration, reporting and analytics, and customer support as key factors they were looking for in a marketing automation vendor. Most business units also indicated that they were looking for a tool that would help them strengthen their outbound and inbound marketing efforts through features such as landing pages, forms, social media, and automated nurture programs.

SKF Group experiences marketing success with Act-On

“Act-On is a very comprehensive tool and has given us a better overview of our campaigns and how they perform. Creating forms is easy, and we can segment our audience into different groups based on what would appeal to them.”

ANDRE LAANEMETS

Sales Representative, SKF Estonia OÜ

The Result

Thanks to Act-On, SKF units have seen amazing success with their marketing and lead generation efforts across the board. Units leveraging Act-On have improved their ability to connect their marketing efforts across systems and the tools they need to attract, engage and convert leads. They’re also able to better equip members of their sales team to jump in at the right time and close the deal. 

Since implementing Act-On, SKF Mexico is launching campaigns 3x faster than before, has improved their ability to analyze their performance and enhance their marketing efforts, and has seen a 30% increase in leads. Marketing and Communications Coordinator Angel Oropeza credits much of this success to Act-On’s ease of use, stating “Act-On is user-friendly and has enabled us to design better messages.”

SKF Slovensko Spol. S.R.O. is saving time and resources and has improved their ability to analyze the performance of their campaigns. This business unit is also able to better segment their audience and deliver more personalized communications, allowing them to achieve ROI within 2-3 months and experience a 30% increase in leads. Distributor Development Manager Vladimira Kovalovska attributes these achievements to Act-On’s ease of use and features that provide greater visibility into what efforts resonate best with customers. “Act-On is easy to use and has increased our leads, provided greater analytics and visibility into our campaigns, and strengthened our connections with our target market.” 

SKF Estonia increased leads by 20%, is able to implement campaigns 2x faster, and has also experienced improved marketing/sales alignment. The business unit believes this is due to the fact that Act-On has everything they need to get to know their audience and launch more targeted campaigns. “Act-On is a very comprehensive tool and has given us a better overview of our campaigns and how they perform. Creating forms is easy, and we can segment our audience into different groups based on what would appeal to them.” 

These results sum up just a few ways that SKF units are leveraging Act-On and how other large enterprises can benefit from implementing the platform. We’re looking forward to continuing to help SKF improve their marketing efforts and get the most out of our powerful platform.

*Please note that the content of this success story was compiled from various responses to TechValidate surveys submitted by different business units at SKF Group. 

SKF Group

SKF has been a leading global technology provider since 1907. Their fundamental strength is the ability to continuously develop new technologies – then use them to create products that offer competitive advantages to their customers.

SKF group improves lead generation efforts, marketing efficiency and conversion rates with Act-On.