B2B automotive CRM planning
VW Commercial Vehicles were a successful and growing part of the VW Audi Group. The focus on SMEs for further growth needed the development of a sophisticated but maintainable CRM programme that integrated with their digital footprint and kept customers and prospects informed about news, market intelligence and products from VW Commercial Vehicles. oomph led a CRM planning team as part of data agency dbg's role to manage the CRM database and worked in close collaboration with all agencies, leading key strategic workshops, as part of an all-agency marketing programme.
Applying insight from commissioned research, we built clear and targetable segments and conceived an eCRM programme focused on a lower cost per lead than had historically been achieved.
oomph handed over the reins after nine months with the strategic planning of the programme completed and being executed by the dbg team.