Scaling wholesale marketing automation: how Kramp streamlines operations across 24 countries

Introduction: a journey towards marketing transformation

Imagine managing a vast catalogue of over 500,000 products across 24 countries, each with its own marketing team, customer base, and language. That’s the challenge Kramp faces every day. To maintain efficiency and growth, they needed a smarter, more automated approach to marketing.

Enter marketing automation.

When Jasmijn Hemersma joined Kramp, she had one mission: to elevate their marketing automation strategy. But before scaling up, she needed to answer a fundamental question—how could Kramp truly measure and improve the impact of its marketing efforts?

The challenge: a complex B2B landscape

Kramp’s customers operate differently from typical B2C buyers. Many of them leave their shopping baskets open throughout the day, adding products as needed before finalising their orders in the evening. Traditional marketing attribution models struggled to capture the real influence of email campaigns on purchase behaviour.

Kramp’s first step was to establish a more sophisticated attribution model, ensuring they could measure the actual impact of their marketing efforts.

The role of data and attribution in marketing success

To refine their strategy, Kramp focused on key improvements:

By making data their priority, Kramp could optimise their campaigns and maximise efficiency.

Automating for efficiency and consistency

With marketing teams across 24 countries, ensuring consistent branding and messaging was a major hurdle. Deployteq provided a solution that helped Kramp:

A key breakthrough was the development of a streamlined email template. By reducing unnecessary layouts and making the interface more intuitive, Kramp’s local teams could build emails faster while ensuring brand consistency.

Personalisation at scale with AI-driven translation

Marketing in 24 countries means managing multiple languages. Kramp introduced an AI-powered translation tool, integrated with Deployteq, to:

This solution drastically reduced the time spent on translating and localising campaigns, allowing marketers to focus on strategy rather than administrative tasks.

The man vs. machine experiment: can AI outperform humans?

One of Kramp’s most fascinating experiments was an A/B test between manual and automated product recommendations.

The experiment:

Initially, the manually curated recommendations performed better. However, scaling this approach across 24 countries was impossible. Kramp then developed its own in-house recommendation engine, which, after further testing, outperformed human-selected recommendations, proving that AI-driven automation could deliver superior results while saving time.

Jasmijn’s key recommendation for marketers

Why choose Deployteq

Deployteq stands out as the ideal marketing automation solution for businesses operating across multiple regions. Its intuitive platform enables marketers to create, personalise, and optimise campaigns with ease. For Kramp, Deployteq provided the flexibility to support both highly skilled marketing teams and generalist marketers across 24 countries. With robust automation capabilities, seamless integration with AI-driven tools, and a user-friendly interface, Deployteq helps businesses scale efficiently while maintaining brand consistency and improving customer engagement.

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