Luce&Light is an Italian company specializing in LED technology for architectural and urban lighting applications.
With its operational headquarters in Italy and a strong presence in international markets, the company identified the need to structure and optimize the management of leads and marketing processes through its CRM system.
The evolution of the CRM system has transformed the way Luce&Light manages B2B lead generation and marketing strategies.
By optimizing the CRM and integrating it with marketing automation tools, the company was able to centralize data, automate processes, and gain full visibility over the customer journey, significantly improving marketing performance.
The problem: how to address challenges in contact management and marketing activities?
Before the intervention, Luce&Light faced several issues in managing contacts and marketing operations:
- CRM not adopted by the marketing team: the system was not part of daily workflows;
- untracked and manually managed leads: website contacts were handled in a fragmented way;
- lack of lead profiling and segmentation: no structured system to categorize contacts or personalize communication;
- no reporting or performance tracking: difficulty measuring campaign effectiveness and lead quality;
- disconnected databases: Mailchimp and CRM were not aligned, leading to inefficiencies and data inconsistencies.
Overall, the company needed a solution to centralize and automate lead management, while improving data quality and marketing performance.
The solution: CRM optimization and marketing integration
WSB Group implemented a structured CRM optimization and integration strategy, creating a connected ecosystem between CRM and marketing tools.
lead acquisition automation
Integration of website forms with the CRM, enabling automatic lead capture, including duplicate detection and prevention.
CRM and Mailchimp data alignment
Full synchronization of contact databases to ensure a single, unified data source.
Tracking of user interactions with email campaigns directly within the CRM, improving visibility and targeting capabilities.
The result: a structured ecosystem, scalable and completely data-driven.
The digital evolution of CRM has transformed the way Luce&Light manages its leads and marketing strategies.
✔ Structured sustomer journey
Full visibility of the customer lifecycle within a single platform, from lead generation to email engagement and targeting.
✔ Improved marketing analytics
Implementation of advanced dashboards with detailed KPIs, email performance tracking, and conversion monitoring.
✔ Automated lead management
All website-generated leads are automatically recorded in the CRM, with complete profiling and no duplication.
✔ Data-driven decision making
Marketing teams now rely on real-time dashboards to make more informed and strategic decisions.
Thanks to the integration between CRM and marketing automation tools, Luce&Light achieved:
- increased efficiency in B2B lead management;
- higher effectiveness of marketing campaigns;
- improved data quality and consistency;
- full tracking of the customer journey.
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