Inetum supports Sidel with Dynamics 365 and Power Apps

By developing Showtool, a low-code tool for capturing visitor information at trade shows, Inetum is helping industrial company Sidel to improve its sales performance.

Sidel, designer and manufacturer of packaging machines for the beverage, food and cosmetics markets, has been an Inetum customer since 2017. This subsidiary of the Tetra Laval group, which boasts a fleet of over 20,000 machines deployed in 190 countries, had wanted to unify all its CRM. Inetum developed a solution on the Dynamics 365 platform, which went live in August 2019. Since then, Inetum has been responsible for TMA and regularly enriches the solution according to Sidel's needs.

It was against this backdrop that the manufacturer wanted to equip its sales staff with a new tool to improve the capture of visitor information at trade shows. “Until now, the tool used at trade shows had no relationship with our databases, which deprived us of historical information”, explains Eugénie Kriegel, Customer Management and Engagement Manager at Sidel. She recalls a time not so long ago when visitor information was captured on paper, or using an external tool ill-suited to effective lead generation.

Improving contact data quality

The choosen solution was Power Apps, Microsoft's low-code toolbox, coupled with the Dynamics 365 environment. Available from mobile terminals (Android and iOS) and PCs, the tool, named Showtool, facilitates the capture of visitor information thanks to a user-friendly interface. Above all, it displays a live history of the relationship if the person's profile has already been entered, helping to optimize lead generation. “This centralization of data benefits all the players involved - sales, marketing, management, etc.,” emphasizes Eugénie Kriegel.

Put into production in April 2023, Showtool was particularly appreciated by Sidel's teams at a time when trade shows were in full swing in a post-Covid era. “We've had a lot of positive feedback from sales staff on the tool's efficiency, ease of use and practicality,” testifies Eugenie Kriegel. “The benefits translate into time savings with live data entry, and above all into data historization, which helps maintain a clean and solid database.” 

Improving data quality also facilitates its traceability and exploitation, in particular to distinguish marketing leads from sales leads. “This traceability is important because it enables us to improve the scoring of the contact in order to activate a sales approach”, explains Eugénie Kriegel. At the same time, since the data is now available in real time, it facilitates the analysis of operations during the daily reviews carried out at certain major trade shows.

A tailor-made partnership to improve sales performance

Eugénie Kriegel assures us that the tool optimizes lead classification. “As a result, our sales reps' conversion rate has improved, since the system now allocates them leads with real sales actions that are quite distinct from marketing leads.” This improved classification enables us to target the type of customer journey in a more refined way. To date, this has resulted in the capture of over 7,600 new contacts, including over 3,900 at trade shows.

On the strength of this fruitful collaboration, Sidel is continuing to work with Inetum to improve its sales platform. Eugénie Kriegel praises Inetum's efficiency in making projects a success, thanks to its business and technological expertise in Dynamics. The manager also appreciates the end-to-end support offered by Inetum's teams, in an approach based on proximity and mutual listening, which she believes today results in “a tailor-made partnership”.