The Hoval Group was faced with the challenge of making its digital marketing activities more efficient and developing a coherent strategy that combined global consistency with local relevance. Using a methodical approach, we supported Hoval in developing a digital marketing strategy, piloting a lead generation campaign and scaling it in the form of a vision for a central content service hub. This operating model lays the foundation for sustainable, cross-border collaboration and strengthens the brand experience in a competitive market environment.
5
country organisitions
1
digital strategy
39
MQLs
from the pilot campaign
About HOVAL
Hoval is one of the world's leading companies for heating and indoor climate solutions. With more than 75 years of experience and a family-oriented team culture, the group continues to inspire with exceptional solutions and technically superior developments.
This leading role brings with it a responsibility for energy and the environment, which the company meets with an intelligent combination of different heating technologies and individual indoor climate solutions. Personal advice and comprehensive customer service are also typical of the Hoval world.
With around 2,500 employees in 15 group companies worldwide, Hoval does not see itself as a company, but as a large family that thinks and acts globally.
From silo thinking to synergy.
Due to the rapid developments in marketing in recent years and the availability of new technologies, the Hoval Group needed to improve its digital marketing and embed the relevance of digital marketing more firmly in the organisation.
Previously, the markets had managed their respective marketing touchpoints independently, without a coherent overall strategy and without sufficient team sharing. This approach led to inefficiencies, underutilised resources and missed growth opportunities.
The common goal was to improve the brand experience and, as a fundamental part of this, to decide between centralised and decentralised content development to ensure both global consistency and local relevance. Based on this, the development of a comprehensive operating model for the Hoval Group was initiated.
Piloted. Optimised. Scaled. Focused transformation
We followed a clear, methodical approach with Hoval to ensure a strategically relevant and sustainable transformation.
We developed a digital marketing strategy for Hoval that combined global vision with regional needs and local adaptability.
The strategic foundation was followed by a pilot lead generation campaign in a country organisation to validate the strategy and identify optimisation potential.
We then scaled the strategy by developing a vision for a content operating model that enables cross-border collaboration. This focused on the vision of a central content service hub that delivers consistent content and supports local customisation.
Global and local. Digital marketing strategy.
Based on the results of the desk research and eight interviews with Hoval stakeholders, four core areas for the future digital marketing strategy were identified:
Target groups - Clear segmentation enables relevant content and personalised experiences for B2B and B2C customers and specialist partners.
Brand & Messaging - Consistent brand management and tailored messages strengthen Hoval's position as a leading provider of heating and air conditioning solutions.
Channels & KPIs - Targeted use of digital channels and measurable KPIs optimise performance and enable data-driven decisions.
Operationalisation - Efficient processes, clear responsibilities and the use of appropriate technology ensure successful implementation.
From theory to practice. Strategy in action.
The pilot campaign served to validate the digital marketing strategy and focused on effectively engaging with a key target audience for Hoval Germany.
It also aimed to empower the marketing team with new ideas, skills and insights for future campaigns.
Lessons learned from working with the Hoval Group were incorporated into the Content Service Hub project.
From strategy to scale. A digital operating model vision for Hoval.
With the operating model vision, we have created a hub for interdisciplinary collaboration, standardisation and increased efficiency.
The Content Service Hub ("CSH") is designed as a central source of knowledge and enables Hoval to access best practices and know-how (see "Centre of Excellence" or "Shared Service Centre").
In this way, local strategies are preserved while implementation processes and technologies are centralised and harmonised, resulting in a reduction in frictional losses and unnecessary duplication of work.
Consulting with impact. Growth through clear execution.
At TOWA, we rely on proven and practical methodologies to drive our clients' digital transformation and growth. We combine strategic thinking with implementation-oriented expertise.
In-depth analysis: extensive market and target group research through interviews and desk research.
Collaborative decision making: workshops and design sprints for fast tangible results, creative and innovative solutions, stakeholder alignment and efficient use of resources.
Iterative implementation: rapid piloting and continuous optimisation to deliver measurable results early on.
Sustainable scaling: developing a holistic operating model that enables growth and increases efficiency.
Are you ready to transform your Marketing Organisation?