Trotec Laser was founded in 1997 as a high-tech subsidiary of the Wels-based stamp manufacturer Trodat and has since become a world leader in laser technology. Headquartered in Marchtrenk, Austria, Trotec employs over 750 people and has 17 sales offices and over 50 showrooms worldwide. The export rate is 97% and the laser systems are in use in over 90 countries.
150
Mio
revenue
6
months
project duration
3
+
Salesforce Clouds
Marketing operating model consulting with Salesforce expertise
Trotec Laser has been using the Salesforce Sales, Service and Commerce Cloud for years to efficiently manage customer processes. A decentralized Salesforce Marketing Cloud (SFMC) instance was originally implemented for marketing. However, different objectives and levels of expertise in the regions meant that the solution was not adopted across the board - instead, Inxmail was used for mass mailings.
As the implementation of digital marketing campaigns in this structure did not achieve the desired performance, the strategic decision was made to bundle responsibility for digital marketing centrally. The Marketing Cloud already in use at the head office - previously used primarily for transactional and automated emails - was to be established as a standardized platform for global marketing in the future.
From idea to impact. Successful enablement for SFMC.
For the successful implementation of the central Salesforce Marketing Cloud (SFMC), we held requirements engineering workshops with Trotec Laser to define the target architecture and strategic use cases.
In the workshops, we combined and developed best practices with strategy development:
SFMC Marketing Operating Model - optimising collaboration between head office, regions and business units.
Market Enablement - analysis of capacities and gaps for an efficient roll-out.
SFMC Implementation Requirements - defining key use cases and processes for scalable deployment.
With this structured approach, we laid the foundation for successful business transformation in marketing.
From use case to readiness. Systematic digital marketing transformation.
Based on the target architecture and strategic use cases defined in the requirements engineering process, Trotec Laser worked with TOWA to implement the central Salesforce Marketing Cloud (SFMC).
The project involved optimising the business unit structure, configuring security settings and implementing integration with SAP. By setting up Marketing Cloud Connect, converted leads and data from the Salesforce Sales Cloud could be seamlessly synchronised.
In addition, TOWA developed dynamic email templates using AMPscript, optimised bounce and unsubscribe management, and provided targeted training.
As a result, Trotec Laser was able to make its digital communications more efficient and scalable - another step in its successful business transformation.
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