More brainwork and less manual work
Hedin Automotive Oy (formerly Laakkonen) has been a long-term client of Roger Studio. In 2021, they sought to update their marketing automation tools. Previously, they used Roger's proprietary iSteer Dialog tool, which had reached the end of its lifecycle. Hedin Automotive began exploring new tools, and HubSpot was chosen as the most suitable solution, based on Roger Studio's recommendation.
The implementation project was quickly initiated, and diverse integration solutions were seamlessly incorporated into the client's processes. Roger Studio successfully transitioned the long-standing marketing tool to a new system. This solution has proven to be highly effective in the automotive industry, where there is a need to connect with various systems such as Trafi or Automaster. Simultaneously, Roger's experts began assisting the client with business development challenges.
Old System Reaches Its End
The project began in the fall of 2021. “Roger had been working with us even before I came on board,” says Eetu Raunio, Head of Digital at Hedin Automotive. “We needed to update our customer marketing tools. The 'best before' date of our previous systems had already passed. We chose Roger Studio and HubSpot from among several system provider and integrator candidates because HubSpot is better suited for a company of our size. Additionally, the strong recommendation from our long-term partner Roger, who understands the automotive industry, was a factor. Roger builds solutions on top of various technologies, and HubSpot was chosen for its excellent integration capabilities. It was also interesting that transitioning to HubSpot forced both Hedin and Roger to rethink processes and find smarter ways to do things. I believe that if we had used another tool, the project would have been three times longer and more expensive. With HubSpot and Roger's experience, implementing new solutions is faster and easier,” Raunio says.
The Jungle of Systems in Sales and Marketing
The customer's operational environment was complex and challenging. HubSpot is well-suited for integration into such an environment, and Roger Studio is experienced in system integration. “A complex environment is not a problem; rather, it’s the normal starting point,” says Jaakko Kievari, the Director of Client Services at Roger. “During the implementation, we made the necessary integrations with other systems and ensured that data models kept the required information continuously up-to-date and easily accessible in HubSpot.”
In automotive retail, there are many dependencies on various data sources (e.g., Trafi, the Digital and Population Data Services Agency, and other systems related to car maintenance and sales). Therefore, the customer had already been using Roger’s Customer Data Mastering service (CDM). Roger designed the HubSpot implementation so that the CDM system continued to maintain data quality, and the old email marketing was transformed into a modern, multichannel customer communication platform within HubSpot. Additionally, old marketing programs were transferred to the new system as appropriate, and the customer's own staff was trained to create, monitor, and modify marketing programs. In the new setup, different digital channels can also operate within a unified, integrated system, simplifying and accelerating collaboration between various marketing partners.
As a minor complication, Laakkonen changed ownership during the project. The brand and visual identity update was surprisingly smoothly accomplished through the new system: HubSpot facilitated the consolidation of brand elements into a single location, from which they could be easily updated across all marketing materials.
