Putting one consent process behind marketing in over 60 countries.

The situation

The systems were all there. The connections between them were not.

PERI has built formwork and scaffolding systems since 1969, family-run from Weissenhorn, and has grown into a company of more than 9,200 employees operating in over 60 countries. It was digitising as it grew, and its marketing systems had not kept up: they were not sufficiently integrated, so the same work was done more than once and nobody had a full view of what a customer had actually done.

There were no automated processes for e-mail marketing or lead generation either, which put a ceiling on how far marketing activity could scale. For a business running in that many markets, that ceiling was low.

A dense cage of reinforcement bars butts against yellow steel wall formwork panels, rebar ends rising into a blue sky.
Timber boards and steel tubes of a scaffolding platform stacked in layers, a torn blue safety net behind them.
The top storey of a building under construction, timber and yellow beam formwork carrying the slab between bare concrete columns.
Steel wall formwork panels seen along their edge with tie rods and clamps in a row, a worker in a hi-vis vest out of focus behind.
A bridge deck under construction, an orange launching gantry standing on a row of splayed concrete pier caps against a clear blue sky.
An aerial view of a bridge site beside water, a long wall of red and yellow shoring props under the new deck, a concrete pump boom and a mobile crane at work, the existing bridge running behind it.
Precast concrete bridge segments and pier caps standing in a line along a road behind orange safety barriers, a lattice crane between them.
A dense cage of reinforcement bars butts against yellow steel wall formwork panels, rebar ends rising into a blue sky.
Timber boards and steel tubes of a scaffolding platform stacked in layers, a torn blue safety net behind them.
What we settled first

Consent first, then the campaigns.

One opt-in, globally. Double opt-in was settled as the way consent gets collected everywhere, rather than as something each market solves the week it wants to send a newsletter. It is what makes a contact usable, and it is easier to run one process than to check every market's own.

One data base, not several. The existing systems stayed in place, but they were integrated so that a contact and their interactions live together. Without that step, automated e-mail is mostly a faster way of sending the same message twice.

The team runs it afterwards. Requirements and objectives were defined in joint workshops with PERI, and the marketing team was trained to use and develop the platform itself. Managed services sit behind that rather than in place of it.

Precast concrete bridge segments and pier caps standing in a line along a road behind orange safety barriers, a lattice crane between them.

Workshops to define it

Requirements and objectives were set jointly before any system was touched.

An aerial view of a bridge site beside water, a long wall of red and yellow shoring props under the new deck, a concrete pump boom and a mobile crane at work, the existing bridge running behind it.

Consent built in

The double opt-in processes were implemented in the systems themselves, not bolted on per market.

The top storey of a building under construction, timber and yellow beam formwork carrying the slab between bare concrete columns.

Templates, then segments

E-mail templates were created, campaigns automated and target groups segmented.

A dense cage of reinforcement bars butts against yellow steel wall formwork panels, rebar ends rising into a blue sky.

Onboarding the team

PERI's marketing people were trained to use the platform effectively themselves.

A bridge deck under construction, an orange launching gantry standing on a row of splayed concrete pier caps against a clear blue sky.

Support that continues

Continuous support and optimisation sit behind the team's own work.

What we changed

Consent, contact data and e-mail stopped being three separate jobs.

Global double opt-in, so consent is collected the same way in every market

One process covers the countries PERI operates in. That is what makes a contact list usable, and what makes the permission behind it visible to the customer.

Existing systems integrated into one data base, so customer interactions are visible in one place

Nothing was thrown away and rebuilt; what was already running got connected, so a contact and their interactions sit together. The redundant workflows the old setup produced were the reason for doing it.

E-mail marketing automated, so campaigns run on templates and segments instead of by hand

Templates, campaign automation and audience segmentation replaced the manual send. That is the part that let the activity grow with the company.

The marketing team trained to run the platform, so it does not depend on us

PERI's team uses and develops it itself. Managed services provide continuous support and optimisation behind that, which is a different arrangement from being needed.

A bridge deck under construction, an orange launching gantry standing on a row of splayed concrete pier caps against a clear blue sky.
The outcome

One consent process, and data worth automating against.

PERI came out of the project with global double opt-in processes in place, improved data quality and marketing activity that can scale. Consent, contact data and campaign delivery are one process now, not three that had to be reconciled afterwards.

Three things carried it: objectives defined early, which kept the work focused; regular coordination between PERI and Thorit; and deliberate training of the marketing team, which is what keeps a platform in use and developing once a project ends.

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