Case Study: Howden (global air & gas handling manufacturer) achieves targeted lead generation and content-driven marketing with Spotler

How Spotler Helped Howden Create a Compelling Content Marketing Strategy

Howden, a global air and gas handling manufacturer with ~4,000 employees, faced fragmented regional marketing, no centralised email or content strategy and a website that functioned like a static brochure. To drive targeted inbound lead generation and better use their CRM data, Howden selected Spotler for its marketing automation platform and managed content/copywriting services (Spotler’s Gator suite and content team).

Spotler delivered a combined technology-and-service solution — an inbound content audit, ongoing copywriting, web capture forms, workflows, scoring and landing pages — that integrated with Howden’s processes. As a result, Howden has seen higher website traffic, improved email click‑through rates and conversions, increased event attendance and more whitepaper downloads, plus the ability to track sales opportunities from marketing activity; Spotler’s easy-to-deploy forms and managed service also allowed Howden to scale a centralised, region-wide marketing programme.

Howden

Nick McLean

Website and Digital Marketing Manager