Marketing Italy is a company engaged in the promotion and enhancement of the territory and represents one of the most influential entities in the field of marketing and tourism.
In 2016, he launched the channel to promote Italy around the world Visit Italy, which has become a benchmark for incoming tourism, thanks to the creation of inspirational content, digital itineraries and an authentic narrative of the bel paese.
"Our goal," says Domenico Maschio, Growth Specialist Marketing Italy - was to bring the format Visit in Italy. This is an institutional initiative of territorial enhancement that has been present and established for many years abroad, in cities such as London or Dubai.
In a country like ours, which could live on art, tourism and culture, it was missing. We seized this opportunity. The bet was to launch Visit privately, trying to make the project self-sustainable.
Visit Naples was the first, thanks to the work of a small team of 20-30 employees, engaged in sales and marketing activities. Having validated sustainability, we began to scale by opening Visit Venice.
We soon realized that the market was ready and there was room to act throughout the country. In August 2019, we created Visit Italy, a portal aimed at the promotion and enhancement of all destinations.
The setback came in March 2020 due to the pandemic. Despite the sharp decline and crisis in the tourism sector, we decided to continue to invest in making the internal organization more structured, allowing all resources to work in a streamlined way, including smart working.
Improving the management of the sales team was the first challenge.
At first we tried to replicate the organization intended for communication by uploading all the data to be shared to an Excel file, which effectively turned into a CRM.
However, this system revealed some difficulties, such as the inability to quickly access the data needed to quickly analyze business performance, which was useful for our strategies. Several team members were engaged in reporting periodically: twice a week they collected the information important to us, but this happened not without delays and errors.
Another problem was theinability to know the performance of our collaborators and the average time to close a deal.
In Marketing Italy, the need arose to look for a tool to speed up data collection and analysis, to make faster and more confident decisions, learn more about customers and scale quickly.
We looked at various solutions and chose to migrate to HubSpot, fully espousing the inbound philosophy!"