Industrieel Klimmen
Working safely at height, growing smart online
Industrieel Klimmen wanted to get more out of the webshop, campaigns, and email – with a single dedicated partner. Clever Strategy conducted a performance scan, took over media management, implemented Deployteq with a new email template, and set up eight always-on campaigns. The result: strong ROAS, higher open rates, and a scalable foundation for further growth.
Specialist in working safely at height
Industrieel Klimmen helps professionals who work at height to do so safely, in accordance with regulations, and practically. In the webshop and store in IJmuiden, you will find everything you need for working at height, such as fall protection, climbing equipment, and lifting bags.
In addition, they offer IRATA and GWO safety training courses (basic and advanced) at their indoor training center and inspect safety equipment, ladders, mobile scaffolding, and electrical work equipment, both at the center and on location.
With two locations, approximately 15 employees, and clients in sectors including wind, rope access, telecom, industry, maritime, and rescue work, they operate with specialized knowledge and short lines of communication. Their core values are Clear, High-Quality, Personal, and Helpful. They wanted to emphasize these values more strongly online.
The Challenge
The foundation was already in place: a WooCommerce webshop with materials, training courses, and inspections, active Google Ads campaigns, and tools such as GA4, GTM, and Mailchimp. But it wasn't yet working as a whole.
The webshop missed out on conversion opportunities, campaigns could have been better targeted for return on investment, and marketing automation was hardly used. There was a lot of potential in inspections, recertifications, training, and repeat purchases.
That is why Industrieel Klimmen sought a permanent marketing partner who brings together strategy, media, automation, and data. Someone who thinks along, takes the burden off, and helps to make maximum use of the digital channels.
From scan to growth plan
Strategy
The collaboration started at the Webwinkel Vakdagen in Utrecht. Clever Strategy first conducted a performance scan of the website, webshop, campaigns, data, and email.
Based on this, we drew up a three-pronged growth plan:
01
Optimizing media campaigns
More revenue and registrations from the existing media budget, by designing campaigns more intelligently and aligning them better with the goals of Industrieel Klimmen.
02
Implementing marketing automation with Deployteq
Utilize email and automation as a fully-fledged channel, with always-on campaigns around the online store, training courses, and inspections.
03
Refine data and tracking
Ensure that GA4, GTM, and the campaign channels speak the same language, so you can manage based on ROAS, revenue, leads, and customer value.
We did this with a multidisciplinary team of project management, Strategy Insights , media specialists, marketing automation specialists, technical consultants, and a graphic designer.
Technology used
Webshop & data foundation
The webshop runs on WordPress and WooCommerce and forms the basis for products, training courses, and inspections. GA4 and Google Tag Manager are used to accurately measure purchases, forms, and registrations. This provides insight into the entire funnel from first visit to customer, and ensures that data and campaigns are seamlessly aligned.
Marketing automation with Deployteq
For email and customer journeys, we chose Deployteq as our marketing automation platform. This is linked to the webshop and forms the heart of our always-on campaigns, based on customer data and behavior.
New modular email template
A new, modular email template has been developed in Deployteq in the style of Industrieel Klimmen. With blocks for products and categories, training courses, inspections, relevant content clear calls to action, the team can quickly put together relevant, easy-to-read campaigns and service emails, even on mobile devices.
Implementation
From media to automation
Following the scan, Clever Strategy took over media management and we brought focus to Google Ads. We refined the campaign structure, improved the ads, and made better use of the available options.
We also optimized bidding strategies to focus more closely on returns and cleaned up keywords and exclusion lists. The goal was clear: to get more results from the same budget, with a focus on revenue, registrations, and ROAS.
At the same time, we worked out the implementation of Deployteq and linked the platform to WooCommerce and relevant data sources. We set up data fields and segments, such as customer type and purchase history, and properly established the opt-in structure and list management. We then designed, built, and tested a new email template and put the first flows live.
To make automation structural, we built an always-on set that includes welcome, abandoned cart, after-sales, cross-sell, win-back, and reactivation campaigns. Together, these flows form a continuous layer that generates extra revenue, higher customer value, and stronger customer relationships.
Results
Media with healthy ROAS
Thanks to the campaign optimizations, Industrial Climbing's media spending is now running at a ROAS that everyone is satisfied with. Existing budgets are yielding better results, and there is a clearer picture of which campaigns truly contribute to revenue and registrations.
Email that is opened and read
With Deployteq and the new template, open rates are higher than with previous mailings. The emails are better structured, more relevant, and easier to scan. As a result, email is becoming a mature channel alongside campaigns.
A scalable foundation
With GA4, GTM, Deployteq, always-on campaigns, and a modular template, there is now a scalable foundation. New flows and campaigns can be easily added without having to start over again. Clever Strategy monitor, optimize, and develop as a permanent partner.
If you would like to discuss ideas, I would be interested in talking to you. We have completed many projects. It would be great to share our experiences and find out what we can do for you!
Call 010-752 39 41, or fill in the form below and we will contact you.
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