Marketing Italia is a company committed to the promotion and enhancement of the territory and represents one of the most authoritative realities in the field of marketing and tourism.
In 2016, it launched the world-wide Italy promotion channel 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 Visit Italy format to Italy. It is an institutional initiative of territorial enhancement that has been present and established for many years abroad, in cities like 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 to 30 collaborators, engaged in sales and marketing activities. Having validated the 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 promoting and enhancing all destinations.
The setback came in March 2020 because of 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, uploading all the data to be shared to Excel files, which in fact became 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 that was important to us, but this happened not without delays and errors.
Another problem was the inability to know the performance of our collaborators and the average time to close a deal.
Thus, in Marketing Italy the need arose to look for a tool to speed up data collection and analysis, to make faster and safer decisions, to know customers better, and to scale up quickly.
We looked at various solutions and chose to migrate to HubSpot, fully espousing the inbound philosophy!"
"We looked for a partner right away because we wanted to quickly start figuring out the best way to make the most of HubSpot's potential.
Thanks to power2Cloud, the migration of all our contacts to the platform was very quick and easy. We started to configure the CRM master records according to our needs, overcoming the limitations of data analysis that previously cost us a lot of time. We currently use both the Marketing Hub and the Sales Hub.
After careful analysis of our sales processes, several pipelines were created to monitor the progress of negotiations, have a clear view of deal closing times and team performance.
Integration with Aircall was the next step. Previously we were using company cell phones, now thanks to the VoIp switchboard we track the work of onboarding employees in real time.
By listening to recordings, for example, or monitoring the number of outgoing calls, we can set up periodic meetings to suggest new contact scripts and improve all conversions.
This opportunity today is perceived as a supportive tool in daily work, intact even our employees appreciate its added value.
With the migration to HubSpot we also adopted Google Workspace, mainly for GDPR compliance and to simplify communications with all our users and have a clearer view of how each contact is handled. Power2Cloud also supported us in migrating email from our proprietary server.
Now all the documentation we use is on the team drive, available to anyone who needs it at any time. Calendar sharing is also very useful, allowing us to know each colleague's schedule without time-consuming contacts.
Thanks to the connector between Gmail and HubSpot, we can check, within the CRM, how and how many emails are exchanged, when and how many Meetings have been organized, notes, calls, tasks, and so on.
Tracking the customer journey and adopting inbound marketing strategies allows Marketing Italia to better track our partners and offer more consonant products."
"We started out like any startup with a lot of trial and error. With time we were able to focus on improving the quality and traceability of the work, counting on the solidity of tools that allow us to go beyond what were the initial limits.
We now have a larger and more structured team: in addition to the product area formed by a group of developers, the commercial area (sales, marketing and business development) and R&D, which has always been the driving force behind our startup, have grown.
We are increasingly aware of the importance of automating manual processes to allow employees to take care of the human side and high value-added features, both personal and professional. These tools allow us to do that.
The fact that we have an IT system that is governed mostly by Google Workspace tools has helped us to have easier and faster onboarding than in the early days and thus has allowed us to grow.
Google Workspace is a game changer! It is important to continue to invest in training to take advantage of the full functionality of the Apps, so we will organize dedicated sessions with power2Cloud.
We consider strategic, for example, the use of Google Vault, included in our version, to store, lock, search and export user data within the Google suite.
The Google suite," Gabriele Chiaramonte concludes, "allows us to solve problems and better manage many of our daily activities. It is useful for tracking our business, both internal and external, I am thinking for example of quality and activities with regulatory bodies. It is a communication and sharing tool that allows for a more seamless and linear workflow."
Today we are able to convert many more contacts and close deals quickly. With the integration of Google Workspace, HubSpot and Aircall, we have been able to identify inefficiencies especially in sales processes and have been able to improve and standardize them. We estimated a 15% increase in performance per employee.
Thanks to the accuracy of data analysis we can make important decisions with more awareness. All information collected from our salespeople and team members is no longer personal and does not have to be transcribed, but is automatically captured in the CRM.
We are scaling fast, our goal is to consolidate our positioning as the leading company in Italy in territory marketing."