Giving Spitfire Homes the keys to marketing automation

Spitfire Homes is a multi award-winning homebuilder, with developments spanning the Midlands and beyond.

As a long-standing partner, we work with Spitfire Homes to continually make improvements to the frontend experience, but as we’ve seen on other projects, building and maintaining key integrations with the backend is just as important.

They recently identified a need to integrate Dotdigital, their marketing automation platform, with website enquiry forms, as well as improve the integration with their CRM, COINS.

Here’s a little bit of insight into the project and how it’s helping them improve their approach to digital.

Background

Spitfire Homes receive hundreds of enquiries on their website every month, across multiple developments and form types. Each development has its own customer suite or sales office, so it’s vital that enquiry data is captured centrally and clearly attributed to the relevant development so the customer can be followed up with in a timely and personalised manner.

Having previously integrated the enquiry forms with their construction management and CRM system, COINS, there was a need to expand the integrations to their marketing automation platform, Dotdigital, as well as improve the existing integration.
Previously, Spitfire were exporting contact data from COINS and importing into Dotdigital, which was not only a time-consuming manual process, it also meant there was no single source of truth for their data.

Building a joined-up data flow

The integration project covered the following:

• Adding an integration between key website forms and their marketing automation platform, Dotdigital, enabling Spitfire to streamline lead follow-up and other marketing processes
• Segmentation of incoming contacts by development and form type, facilitating more personalised sales and marketing communication
• Consolidation of contact records across multiple developments and form types, allowing better understanding of the full customer journey
• Standardising field names across Gravity Forms, Dotdigital and COINS in order to make roll out of new forms and integrations easier
• Consent management controls, syncing marketing consent from forms to Dotdigital and stopping the transmission of any contacts that didn’t give consent
• Implementing error logging and notifications to enable monitoring of the integration and catch any failed attempts

A smoother journey from enquiry to sale

The digital experience is often the first step in the buyers’ journey – so it’s vital that it goes smoothly, and that transition from online to in-person is seamless. Spitfire Homes are managing, monitoring and engaging with enquiries and leads across multiple developments, and this integration gives them a central point of truth for contact data. Having this centralised and standardised improves the quality of data they have from the top to the bottom of the funnel, helping their marketing, sales and customer service efforts, as well as their data compliance requirements.

These integrations enable them to deliver a highly personalised and joined-up sales and marketing process, and makes them more efficient, leading to an improved customer experience overall, in line with their organisation’s values and the high standards they set in the building of their homes and communities.