How Electrolux Professional Turkey Improved Its

Lead Generation Strategy with NBT (Next Big Thing)


Leading the way in designing full and integrated solutions that deliver high productivity, lowest lifecycle costs; Electrolux Professional provides high-performance industrial solutions for the commercial kitchen, beverage, and laundry sectors. Electrolux Professional has been increasing the profitability of businesses for 90 years through its comprehensive and global service network.


In the challenging competitive market, Electrolux Professional Turkey’s main objective was localising the global strategy of Electrolux Professional in Turkey. The company was also aiming to attract more leads, convert new leads into customers, and increase overall sales- with a successful growth structure.

As a result, Electrolux Professional Turkey partnered with NBT (Next Big Thing) to utilise NBT’s Marketing Machine Platform.

Our Approach

Electrolux Professional Turkey’s overall goal of implementing and maintaining a successful growth marketing strategy coincided with NBT’s area of expertise and the work method of the Marketing Machine Platform. While our growth team establishes the strategy, our Marketing Machine Platform links every process to the next and enables users to track and iterate even large scale data. We have used our Marketing Machine Platform at every step of our approach with Electrolux Professional Turkey.

Phase 1: Growth Marketing Check-Up

At first, we started with the “Growth Marketing Check-Up” in collaboration with the Electrolux Professional Turkey team. We carried out:

  • An internal analysis (covering the 4Ps: Product, Price, Place, and Promotion)
  • Competitor research and analysis (covering the 4Ps)
  • Current and potential customer insights. At this step, we defined the products explicitly and gained a clear picture of Electrolux Professional Turkey’s brand positioning.

Phase 2: Growth Marketing Strategy Development

When Electrolux Professional Turkey’s products and positioning were identified clearly, our growth marketing team completed the following:

  • Created Personas and identified the goals & challenges for each product
  • Built Growth Funnels according to each persona and product
  • Defined Targeted Metrics for each funnel

Phase 3: Funnel-Based Planning

On the Marketing Machine platform, we generate growth tactics in 4 growth areas: Reach/Attract, Engage/Convert, Nurture/Close, and Retain/Grow. At this stage, we created Growth Marketing Plans and Growth Tactics -where we established the marketing actions to be taken- associated with related growth funnels and personas. After creating the tactics, we added Targeted Metrics and Growth Funnel Areas for each tactic.

Phase 4: Growth-Driven Management- An Ongoing Process of Monitoring, Measuring, and Optimising

Our AI-based platform correlates and links data, and provides users with valuable insights at each stage. We used this technology to monitor the complete customer journey, covering all components (such as how many visitors become leads and how many leads are qualified or become customers) in one dashboard. Moreover, the Marketing Machine allowed us to compare all active funnels according to the Product/Solution, Persona or Landing Page, and see which funnel worked better. This enabled Electrolux Professional Turkey to optimise tactics according to the insights.



increase in average monthly website visits


increase in unique visitors


increase in direct traffic

Maximised ROI

Our advanced Growth Funnel Report allowed Electrolux Professional Turkey to track and compare various metrics for each funnel, positioning or persona in one dashboard. This way, the company was able to adjust its marketing budget, decide which funnels and campaigns work best, and optimise the marketing strategy accordingly.

Since the beginning of our collaboration, we are very pleased with the support of the NBT team regarding the strategic advice insights and the clear roadmap they provide as well as the dedicated operation team. It’s also great to see a real increase in our critical growth metrics, which we can monitor whenever we want from the Marketing Machine

Sebla Genç
Marketing Manager

Switch to Growth-Driven Marketing now to accelerate your business!

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