CAREL: B2B lead generation that starts with data (and leads to sales)

A long buyer journey, numerous touchpoints, and information that doesn’t speak to one another.
CAREL had a database that had grown over time, fed by various sources but not effectively integrated. With Palabra and magnews, CAREL has built a system to profile, enrich and prioritise leads, making marketing a tangible support for the sales team.

In partnership with

How It Started

Data from touchpoints not integrated into the main database

Slow lead nurturing and leads that are difficult to qualify

Semi-manual data entry and inefficient periodic imports

" The collaboration with Palabra and the implementation of Magnews technology have enabled us to optimize our email marketing and automation strategy, significantly improving the integration and qualification of our contacts. This has led to a tangible increase in the effectiveness of our lead generation activities."

ELENA GOBBI - CONTENT & MEDIA COORDINATOR AT CAREL INDUSTRIES S.P.A.

When profiling is simple, automation becomes useful

How can you collect relevant data without complicating the user experience?
Palabra has developed an email marketing and automation system based on three stages: data modelling, acquisition and progressive enrichment.

Magnews has made it possible to link forms and landing pages to the database, track interactions and activate automatic segmentation, ultimately building a lead scoring system to support the sales team.

Key steps

Simplification of the profiling grid to collect useful data

Integrated pop-up forms and landing pages to capture ‘qualified’ leads

Tagging + lead scoring to identify high-potential contacts

Data, content and automation: an adaptive ecosystem

Data modelling (essential profiling)

Data that is genuinely useful for segmentation, without putting people off filling in the form.

Integrated lead acquisition

Pop-ups and landing pages linked to the platform, with DOI and content tracking

Enrichment + lead scoring

Automatic tagging and dynamic scoring to pass only the best leads on to the sales team.

And the results?

6 months

average project payback period

Always on & Scalable

lead qualification and nurturing process

”‘+’" operational efficiency: more effective campaigns thanks to data and personalisation

What can you learn from this story?

In B2B, lead generation only works if the lead profile is designed to be completed.
Automation adds value when it combines lead acquisition and nurturing, without the need for manual data entry.
Lead scoring and tagging help with prioritisation: marketing becomes a tangible support for sales.

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