ABOUT COOKIES ON THIS SITE

We use cookies to personalize content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners.

" Netafim’s digital B2B platform has become a business growth engine generating leads for global contacts at corporate level, while at the same time bringing qualified leads with stronger brand preference & conversions at local level. "

Disclosing customer moments through data

Netafim is one of the world’s leading irrigation companies, offering smart irrigation solutions to combat scarcity of food, water and land. With 29 subsidiaries and 17 manufacturing plants worldwide and more than 4000 employees spread over 110 countries, it was difficult for the company to connect with its end-customers. They were looking for a digital strategy that articulates the best of both worlds: market leadership and innovation power at a global level and unique agricultural expertise at all local levels.

Getting to know your customers and understanding their journey remains key for any digital strategy.

 

By capturing four different personas per country and building a customer journey with corresponding click path for each of them, delaware developed a strong foundation for the new global website of Netafim and other digital marketing assets. In total, more than 60 journeys were mapped and served as detailed input for the website blueprint.

Through various co-creation workshops with over 120 people from different geographies, delaware was able to capture both local marketing needs and global requirements. This not only leads to more involvement and ownership at local level but allows to design a digital roadmap for years to come. 

Data-driven development that accelerates transformation

For Netafim, achieving global success would only be possible when the countries would become actively involved and all internal stakeholders were aligned. By wisely choosing two countries to become part of the digital pilot project, delaware was able to capture and understand the various local needs from the start, allowing Netafim to scale more quickly afterwards.

STIHL
Credits: Netafim

The digital roadmap consists of three phases starting with a foundational phase to set up a minimum viable product at corporate level. Followed by a learning and maturity phase during which essential learnings and data from the first phase are used to integrate a digital asset management system (DAM) and one single source for product information (PIM).

The result? One common global platform using 73 different webparts that allow maximum flexibility to create webpages and local sites.

Turning customer moments into sales opportunities

By leveraging the data from the buyer personas and customer journeys, we created strong and customer-oriented content for Netafim. Coupled with continuous optimization and conversion rate analysis, excellent results were achieved.

STIHL
Credits: Netafim
  • Bounce rate dropped from 80% to 40%
  • Time-on-site went up from 1 minute to 2:30 minutes
  • Contact to lead ratio was improved
  • More than 2,500 new contacts were created

Easy follow-up and monitoring of results is guaranteed via visually appealing dashboards. This way Netafim can measure the total engagement of the customer, along the whole value chain and the efficiency of its new digital strategy. The dashboard are tailored to Netafim’s needs.

Related Cases

Alpro
Credits: Alpro

Alpro

Quick wins to improve customer satisfaction
Quick wins to improve customer satisfaction
Ansell
Credits: Ansell

Ansell

Towards a customer platform that fits like a glove
Towards a customer platform that fits like a glove
Game Mania
Credits: AZMM

AZ Maria Middelares

Patient-centricity made real
Patient-centricity made real
Distriplus
Credits: Distriplus

Distriplus

Deep analysis of shopping baskets leads to sales increase
Deep analysis of shopping baskets leads to sales increase
Eandis
Credits: Eandis

Eandis

Eandis puts its customers first
Eandis puts its customers first
NMBS
Credits: NMBS

NMBS

Online booking made easy
Online booking made easy
Standaard Boekhandel
Credits: Standaard Boekhandel

Standaard Boekhandel

Towards a mature e-commerce platform
Towards a mature e-commerce platform
Wienerberger
Credits: Wienerberger

Wienerberger

Taking a head start in digital innovation and transformation
Taking a head start in digital innovation and transformation