Since then Isobar has helped Tork with global digital campaigns, lead management, inbound marketing, global redesign of the website, implementing a new service architecture as well as marketing automation.
Tork had launched a new continuous hand towel system, Tork PeakServe®, designed for high traffic venues. They wanted the product to be seen as the newest industry-shaping innovation that would revolutionise the day-to-day washroom management among facility service companies’ personnel. The buying process for a product like this is long and a challenge a traditional campaign can’t solve. Also, the target group was fragmented, running from facility managers at huge stadiums to facility service companies’ personnel. And they all faced very different challenges. Everything from dirty washrooms, inefficient workflow to high cost of service.
An internal enablement process aligning marketing and sales has changed the way Tork operates internally, creating a more customer-centric approach to lead management.
The first marketing automation pilot generated 100+ qualified leads, and a substantial increase in MQLs, all-time high for a digital activation at Tork.