Digital strategy for Hauraton

The starting point

Hauraton develops and manufactures drainage systems. A classic hidden champion from Baden and a global leader in surface drainage: 65 years of experience, around 400 employees, 20 international subsidiaries, sales activities in over 70 countries, an annual turnover of around 120 million euros. The products need explanation. The target groups are planners, construction companies and trade partners. Sales ran largely on personal relationships. Digital potential was left on the table. Since 2018, we have been working together to change that.

The task

A digital strategy that achieves two things: visibility with the right target groups, and product data that can be used digitally. Not a vision on slides. A plan that can actually be implemented: with clear priorities and measurable goals.

What we did

We started with a digital stocktake: audits of the website setup, onsite SEO, tracking and analytics, and the paid marketing setup. That delivered two things: quick wins that could be implemented right away, and the basis for the strategy. Together with Hauraton, we developed target groups, personas and customer journeys. From that came the Game Plan: the prioritised roadmap for marketing, website and product data. Then we did not just hand it over. We helped implement it.

Proof of concept: market entry in Chile

Instead of rebuilding all markets at once, we first proved the strategy in a single market: the entry into Chile in April 2019. All measures followed the customer journey of the Chilean target group. Specific campaigns with purpose-built landing pages generated leads. Those leads became customers.

From pilot market to all markets

After the successful proof of concept, we rolled the approach out to all markets: the web infrastructure was rebuilt for all countries, a new digital corporate identity was introduced, and the lead process was automated through the CRM integration.

The result

Hauraton’s digital marketing is set up far more professionally: digital leads are established as a channel and keep growing steadily. Hauraton has been working with us for years. The strategy lives in daily operations, not in the archive.

Why this is interesting for you

Products that need explanation, long sales cycles, strong personal relationships: many industrial companies share this starting point. The path to digital visibility runs through clean data and a strategy with an implementation plan. That is exactly what we do.