The Challenge

Dipres S.r.l. is an Italian company specializing in professional cleaning and hygiene solutions, serving customers across healthcare, foodservice, industry, hospitality, and public administration. Despite a solid and well-established customer base, Dipres faced several challenges in managing its data:

• ❌ Customer data was fragmented across CRM, Excel files, internal systems, and marketing tools
• ❌ Sales and promotional communications were poorly personalized by industry and customer type
• ❌ Segmentation was done manually, resulting in long lead times and a high risk of errors
• ❌ It was difficult to keep lists up to date for follow-up, cross-sell, and reactivation campaigns

As a result, sales and marketing activities were less effective, with repeat purchase and upsell opportunities not fully leveraged.

The Solution

Audiencerate

By connecting Dipres' main data sources (Microsoft Dynamics, CSV files, and operational data) to Audiencerate MDP, the company created a unified, always up-to-date view of its B2B customers.

Thanks to advanced data unification and segmentation features, Dipres was able to easily identify:

• ✓ Active customers by industry (healthcare, foodservice, industry, public sector)
• ✓ Companies that had not purchased for more than 90 days
• ✓ Customers with high repeat purchase or cross-sell potential
• ✓ Contacts interested in specific services such as technical assistance, training, or RistoHelp consultancy

Direct audience activation from the MDP enabled automatic synchronization of segments to marketing channels and sales tools, eliminating manual exports and file-based updates.

How the MDP Helped

Microsoft Dynamics + CSV files + Operational data → MDP (Data unification, normalization, and segmentation) →Facebook Ads + Email marketing + Sales enablement tools

The Results

• ✓ Improved accuracy in B2B customer segmentation
• ✓ Increased effectiveness of reactivation and sales follow-up campaigns, with a +20–25% engagement lift on communications to existing customers
• ✓ A significant reduction in manual work for marketing and sales, estimated at –30% of operational time previously spent on exports, list cleaning, and updates
• ✓ More relevant and consistent communications aligned with each customer's industry and needs
• ✓ Stronger alignment between marketing, sales, and support teams