The task
The technical sales staff received a large number of inquiries every day. These could not always be clearly assigned to a customer or project, but required the in-depth expertise of the employees. An automated lead qualification process in the form of a multi-stage concept that links the website, web store and CRM was set up in order to better prioritize the answers to the questions, to create offers more efficiently and to set up marketing campaigns in a more target group-oriented manner.
Requirements
- Lead generation via the website
- Automatic qualification of leads in three stages
- Precise evaluations according to product, application and industry interest for marketing campaigns
- Efficient campaign management via SAP CRM
- A central log-in area for downloading information material and placing orders in the web shop
- Ensuring data quality in the SAP CRM system
Solution
- SYBIT developed detailed web services as interfaces between the website, web store and SAP CRM
- Visitors to the website register for newsletters, downloads or orders on the basis of registration forms in three functional levels, which require different login information.
- levels that require different login information
- Information is automatically transferred to the SAP CRM system and prioritized as part of a multi-level points system
- Tracking of website visits and downloads enables target group-specific marketing campaigns
- Both new and existing customers for the HBM online store can register via the same portal
- SYBIT implemented a “clearing house” in the SAP CRM system to check unclear contacts or duplicates
Highlights
- Increase in leads generated via the website by 30 percent compared to the previous year
- Sales and marketing can make clear statements about KPIs
- Clear competitive advantage through lean administration: important foundations have been laid for successful work in sales and marketing in the coming years
- Agile project methodology: Facilitated communication between the IT, marketing, sales, SYBIT and another service provider departments
- Agile project methodology: early recognition and processing of new requirements through the development of prototypes

What can you take away from HBM's experience with SAP & SYBIT?
Do you, like HBM, want to optimize your CRM processes with SAP and make them future-proof? Thanks to our many years of experience with SAP CRM, we can help you to make your processes more efficient and improve your customer relationships in the long term. Do you have any questions or would you like a personal consultation? Our experts are on hand to help you turn your vision into reality.
Contact us for an individual consultation:
Mail: sales@sybit.de
Tel.: +49 7732 9508-2000