Vandemoortele

Vandemoortele, a European leader in bakery and plant-based food solutions, aimed to close the gap between marketing and sales to drive growth in the competitive foodservice market. Despite high brand awareness, they faced challenges in turning leads into qualified opportunities and ultimately loyal customers. We set out to overhaul their lead management strategy, email marketing automation, and digital funnel to deliver a scalable, insight-driven approach aligned with their sales objectives.

THE RESULTS

+12% leads above target through paid social

Lead-to-MQL ratio improved from 7% to 13%

+160 SQLs from optimized lead flows & scoring

OVERVIEW

Together with Vandemoortele, Stretch Innovation developed a full-funnel lead management strategy, integrated across Hubspot and C4S (CRM), to qualify, score, and convert leads more efficiently.

+160 SQLs from optimized lead flows & scoring

CHALLENGE

Many contacts lacked key data like opt-ins, job roles, or company information. Additionally, sample box offers and promotions were shown to unqualified users, wasting resources and lowering ROI. The absence of integration between Hubspot and C4S further complicated lead nurturing and deal tracking.

SOLUTION

Stretch Innovation designed and implemented a lead management framework to streamline marketing and sales alignment

Achievement Summary

Vandemoortele made significant progress in digital lead generation through a data-driven approach. By implementing progressive form fields, the lead-to-MQL ratio improved, while smarter forms boosted the subscriber-to-lead conversion. Automated sample box flows and targeted content campaigns generated new SQLs. Moreover, Vandemoortele exceeded its lead targets via paid social and achieved an impressive ROAS of up to x45 within the hotel segment.

HIGHLIGHTS

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