Europan multiplies its customer base year over year

01. The Challenge

Europan, a company specialized in bakery equipment, sought to diversify its customer base by entering a new market segment: independent businesses such as artisan bakeries, cafés, boutique hotels, and restaurants with in-house bread production.

The brand needed to adopt a digital strategy that would enable faster, more efficient prospecting in order to scale its presence across digital channels.

02. The Solution

Cliento implemented a tailored strategy focused on the following actions:

HubSpot CRM Implementation

The marketing and sales modules of the platform were configured to centralize lead capture and enable more efficient follow-up, improving commercial traceability.

Custom workflows were activated to nurture each prospect type with relevant content, and WhatsApp Business was integrated as a direct communication channel—enabling immediate responses and reducing reply times.

The sales team also received specialized training to shorten the learning curve and accelerate tool adoption.

Development of value-driven content

Segmented content offers were created based on prospect profiles, including blog resources and landing pages.

Explainer videos and customer testimonials were also produced to showcase the functionality of Europan’s equipment and reinforce brand credibility from the earliest stages of the buying journey.

As part of this strategy, an online quote estimator was implemented, allowing prospects to quickly and independently calculate their investment—improving the experience and reducing friction in the initial quote stage.

On-Page SEO Optimization

Technical and content improvements were made to the website, including page hierarchy restructuring, meta tag optimization, faster loading times, and adjustments to internal linking architecture.

These actions facilitated search engine indexing and boosted the ranking of strategic keywords with high search volume and strong commercial relevance for the professional bakery sector.

03. The Results

Europan achieved strong outcomes after adopting a comprehensive Inbound Marketing strategy and maximizing its commercial operations with HubSpot. Key highlights include: