Suzuki Case study

“One of the keys that unlocked growth for Suzuki was the power of understanding our customers and prospects. The ability to understand the needs of the consumer allowed Suzuki to nurture their prospects and help them to uncover their real needs."

“South Africans all say they want fast, sexy looking cars but the data South Africans have provided us with says that people buy cars because they are safe, reliable and easy and cost effective to maintain. Our Suzuki nurturing and content strategies align with the real needs of our consumers.” – Nicole Sengers, Senior Inbound Marketing Strategist at Spitfire Inbound"

About Suzuki

Suzuki Motor Corporation is a Japanese multinational corporation. Suzuki manufactures automobiles, four-wheel drive vehicles, motorcycles, all-terrain vehicles, outboard marine engines, wheelchairs and a variety of other small internal combustion engines.

Suzuki Auto South Africa is the head office for the Suzuki brand in South Africa. We support a dealer network across the country that sells and services Suzuki vehicles.

Challenge

Following on inbound marketing success the previous year, Suzuki Auto South Africa (SASA) aimed for greater online engagement while continuing on their inbound journey of being helpful, relevant and personal to their target market. 

Suzuki had embraced the consumer-centric mindset and wanted to optimise it further throughout the buyer’s journey. Having won Consumer Awards Brand of the Year for two consecutive years, they were in a great place to increase customer engagement and market share. 

The core challenges were to:

• Capitalise further on the substantial results already achieved with HubSpot and engage further with users in a way that is meeting market and persona needs 
• Further integrate offline, more traditional marketing campaigns 
• Drive results and show return on marketing spend

Solution 

We were able to solve and meet Suzuki’s opportunities through a data-driven approach. 

Segmentation and insights into the data allowed us to:

• Deliver more personalised content and advertising to target markets
• Integrate offline and online efforts in order to analyse and improve offline campaigns in a way that still follows the inbound marketing methodology and attracts more visitors to become prospects
• Delight prospects and customers to become promoters of the Suzuki brand

As Suzuki’s database grew, we optimised communication and content through data segmentation and insight, which led to increased personalisation. This meant we could engage contacts at the right stage of the funnel with content that interested them. After having created over 800 lists we have been able to put personal touches on our emails, adwords campaigns and more.

Results

The HubSpot inbound philosophy was seeded throughout the delivery and within a six month period (1st of June and 30th of November), Penquin (SASA’s lead agency) and Spitfire Inbound were able to achieve the following results for Suzuki: 

• Increase sessions by 56%
• Increase in contacts by 114%
• 14% increase in customers from online sources that have opted into marketing communication.
• 60% increase in blog views
• 65% increase in subscribers
• 788 contacts completed a content offer in this 6 month period - 80.57% increase in contacts who downloaded a content offer over the period

• 134% increase in gathered persona information

With an even greater amount of people in the portal and customers, Suzuki has grown their database with 154% increase in leads, 158% increase in SQL’s and 266% in MQL’s which resulted in 73% increase in customers.

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