CRM and end-to-end analytics for a distributor of premium materials
In the premium segment, a system has been built: automatic distribution of leads, work in CRM and transparent analytics.
Quiz
40 Marquiz funnels
Geography
8 regions
Deal cycle
6–12 months
Tools
amoCRM + Albato
Year founded
2005
Format
Production + distribution
Assortment
Facades, interior, terraces
Project format
CRM + end-to-end analytics + communication automation for the premium segment.
About the client
Ceramic Group is a manufacturing and distribution company. Since 2005, it has been supplying Russia with premium finishing materials for interior and exterior decoration of walls, floors, stairs, entrance lobbies, terraces and landscapes.
A network of eight offline stores throughout the country. The client is focused on premium level service and a long transaction cycle.
What did the client come with?
amoCRM was implemented formally: applications were received into the system, but communication was carried out on WhatsApp, and analytics did not work.
- It is impossible to track the workload of managers
- No understanding of progress on deals
- No end-to-end analytics
- Communications were built around discounts, which does not work in the premium segment
Project objectives
Set up the logic for distributing leads across funnels regardless of the source
Automate the distribution of applications by region and responsible managers
Reconsider the marketing strategy of companies for B2C clients
Implement end-to-end analytics to evaluate channels and the work of the sales department
What we did
Full cycle: from sales process changes to integrations and analytics setup.
Solution 1
Implemented real work in CRM
The main challenge is not customization, but changing habits. We conducted training sessions and linked KPIs of managers to amoCRM data, which removed resistance.
- Trained regional offices
- Linked KPIs to CRM data
- Transferred communications from chats to the system
Solution 2
Automated communication via WhatsApp Business API
In key funnel statuses, we set up auto-messages with lead qualification and automatic sending of the address of the regional representative. Given the long transaction cycle, this speeds up contact, and in 90% of cases the client still comes to the office to touch the material.
- Primary contact - qualifying questions
- The client will come to the office - automatic sending of the address of the regional representative
Solution 3
Rebuilt funnels and lead distribution
The main source of leads is Marquiz quizzes. We connected the services through Albato and set up the distribution of requests by geo-location and product type.
- 40 quizzes on different products
- Auto-distribution across 8 regions
- Transferring style, color and zone parameters
Solution 4
Built marketing
Thanks to the data-driven approach, we knew exactly how much it costs to attract one client, and we could optimize advertising campaigns based on real data: who qualifies and who buys. This made it possible to focus the budget on effective connections and eliminate unnecessary expenses.
- We calculated the cost of attraction for each channel and link
- Qualified leads and buyers were tracked separately
- Optimized campaigns based on data from CRM, rather than clicks
End-to-End Analytics Architecture
The data is combined into a single chain: from the website and quizzes to offline conversions. This gives a holistic picture of marketing effectiveness.
- Website (Tilda) → CallTouch / Marquiz
- amoCRM (distribution by funnels)
- Yandex.Metrica + Google Analytics
- Offline conversions and costs
Why two analytics systems?
- Adblock blocks cookies, part of the client ID is lost
- Two systems protect against data loss
- IDs are saved for further optimization
Why not a ready-made solution?
- Cheaper and more flexible to configure
- Data under full control
- Can be adapted to the specifics of your business
Project Features
Long deal cycle
From 6 months to a year: the selection of materials goes in parallel with design, approvals and budgeting. The chain involves architects, builders and the final customer, so the contact stretches over several stages. We maintain interest through WhatsApp chains, calls from managers, selections of solutions and invitations to the showroom.
Forecasting without waiting for payment
We transfer intermediate statuses from CRM to analytics (qualification, data on the object received, visit to the showroom, selection of specifications). These milestones become early indicators of traffic quality and future revenue. Thanks to this, we can predict the result and optimize budgets without waiting for final payment.
Results
300+
million ₽
Revenue per season
amoCRM
works
CRM has become a source of data for sales and analytics
End-to-end analytics
early forecast
revenue by stage
Managers moved from chaotic work in chats to a system in CRM
Automatic distribution of leads by region and product
Transparent analytics: we see the source of each lead and the ROI of channels
Reducing response time to requests
Premium level service without manual routine
Next step
Do you want the same system?
We will analyze your situation, put together an architecture and launch marketing that gives measurable results.