Hotelbeds
Marketo implementation for Hotelbeds
A Marketo marketing automation implementation with impact! Distributing accommodation, transfers and activities in more than 185 countries and active in +140 source markets worldwide, Hotelbeds Group is the leading provider of services to the global travel trade. Youwe helped them by developing their digital strategy, implementing Marketo and managing a digital pilot to re-engage leads.
Hotelbeds Group are a leading provider of services to the global travel trade with key positions in some of the fastest growing segments in the industry. Distributing accommodation, transfers and activities in more than 185 countries, active in +140 source markets worldwide and the world’s bedbank.
When embarking on their digital journey with Youwe, the company seeked disruption from the competition, as they were losing business to Digital First competitors such as Expedia and Booking.com. Moreover, silos across Marketing were inhibiting a smooth collaboration between marketing and sales where sales couldn't see the results.
The decision makers were unsure about which Marketing Automation technology they required. They were getting mixed messages on what marketing automation technology to underpin their marketing efforts.
In addition, Salesforce CRM was a huge investment and was being used as a basic contact management system. The full potential had yet to be unlocked.
€3.7mn
Additional proven revenue
506%
Campaign CTR increase
63%
Sales qualified leads through nurture
Youwe scoped and implemented the Marketo platform to underpin their digital strategy.
Our solution
Youwe supported Hotelbeds with their initial evaluation and selection of platforms. On top of that, we completed a discovery phase to understand the clients business and technical requirements and recommend the best platform for their needs.
We developed a full digital strategy aligned to their customer acquisition and retention targets.
In order to provide the right tool for this ambition, Youwe scoped and implemented Marketo platform to underpin their digital strategy.
We also ran a digital pilot to re-engage existing travel agents designed to generate leads and automate leads into sales.
The results
Proven bottom line revenue: an additional €3.7 million verified revenue attributed to the digital campaigns.
A huge increase in campaign engagement: campaign click-through rates increased by 506%, meaning more leads entering the top of the funnel.
An increase in engaged leads for sales: 63% of leads that were nurtured met the criteria for sales to follow up based on agreed scoring metrics.
