" 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.
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.
- 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.