Practice building the foundation for MA with the Entry Plan! ｜Hattori Corporation

Mr. Tatsuhisa Tsusumi, Business Manager, Sales Department, Hattori Corporation
 

Practice laying the foundation for MA with the entry plan!

Please introduce your company

Mr. Tsutsumi: Hattori Co., Ltd. is a manufacturer that prints on fabrics, specifically, promotional products such as banners, flags, and curtains, and has recently introduced a high-speed printer to create apparel and interior products. We are also a comprehensive manufacturer that procures related materials from overseas and domestic sources.

We are a company with a long history, originally founded in the Meiji era (1868-1912) as a manufacturer of national flags, kabuki curtains, and shrine streamers. We have solid technology that we have cultivated over the years, but until recently, we were not able to promote our technology to the outside world. However, today, even BtoB companies need to actively promote their technologies to gain new customers.

With this background of challenges, I joined our company as the only person in charge of marketing. Currently, my role is to do everything other than sales, including marketing, website operation and management, and launching EC business.

【Challenges before implementation】Google Analytics doesn't know who's looking where.

【Selection Points】The key is that you can start with a free plan.

What was the deciding factor for you to use BowNow?

Mr. Tsutsumi: We compared tools from various companies, but what was most attractive about BowNow was that we could start with a free plan. As I mentioned earlier, we hadn't implemented any marketing measures before, and my own measures were still in the hypothesis stage.

Therefore, it was difficult for us to start with a budget of 100,000 yen per month, so we thought it would be better to start with a free plan and ask for permission to use it. In fact, after showing our superiors exactly what kind of results we could achieve by using the free plan, we switched to the paid plan in order to deepen our analysis.

【Measures and Usage】50 to 60 inquiries from the website.

What kind of measures are you currently using BowNow for?

Mr. Tsutsumi: There are two major measures that we are using BowNow for.
One is to put the information extracted from BowNow on which companies are viewing our website into Kintone, and analyze it together with the information of our business partners (including the information of the person in charge) and orders. By combining the information we get from BowNow with our own information, we can see which companies and who are looking at our website, so we can provide the information to our sales team at meetings and use it as a trigger for sales follow-up.

For example, if a dormant customer on the company's list is looking at the website, we encourage the sales team to call or email them to approach them because there might be some demand.
The other is to analyze who is viewing the articles and other content on the website. Not only do we plan content with the users who visit our website in mind, but we also use BowNow to analyze if the content we created is correct.

Since we want to get inquiries mainly from companies, not individuals, we use BowNow to check whether the intended target audience is viewing the contents, and adjust the keywords in the articles.

What specific results have you seen since you started your marketing efforts?

Mr. Tsutsumi: The number of PVs on the website itself was about 1,000 before the renewal and about 6,000 a year ago, but now it has grown to about 8,000. The number of inquiries from the website has also been increasing steadily to 50-60 per month.
Although not all of the increase is due to the effect of MA, as there are also the results of SEO measures, I feel that MA has been helpful in determining "where and who" is viewing the website and then laying the foundation for how to utilize this information in creating content and sales follow-up.

【Future Outlook】Build a foundation for information utilization and inbound, then move on to lead acquisition.

What would you like to challenge in the future with BowNow and marketing initiatives?

Mr. Tsutsumi: Even if we send out information to the outside world and have customers who visit our website with interest, it will be a waste if we do not have a system for utilizing information and sales afterwards.

Currently, we are building a system that will serve as the foundation for utilizing the information obtained from our marketing efforts, so we would like to start by building that system with a small number of leads, and then move on to collecting more leads.

We are also planning to start an e-commerce business in the future, and I think it will be important to have an e-mail newsletter for repeat business. When we enter that phase, we would like to expand our efforts.

【Customer's Voice】Nice to have more companies to check.

Do you have any expectations for BowNow and Mtame Corporation in the future?

Mr. Tsutsumi: For a company like ours, it would be great to have more company information available on our global IP, and since we appreciate BowNow's free plan and ease of use, it would be very helpful if we could support more company information at a reasonable price!