- Case 03
- ZF Diagnostics
A direct route to workshops, with lead flow sales could manage.
The Head of Growth at ZF Digital Solutions wanted to explore digital ways to reach end customers directly. NAVIN worked closely with him and the sales leader to build a repeatable route to car and LCV workshops. Lead qualification and pacing made the response more manageable for sales. The approach expanded into further countries, and NAVIN continues to scale the programme and refine the business case with ZF.
The situation
ZF had historically sold mainly through distributors. The Head of Growth at ZF Digital Solutions asked whether a direct route to car and LCV workshops could become a viable part of the commercial model.
NAVIN worked alongside the Head of Growth from day one. Together, we shaped the business case, chose Meta as the first acquisition channel and designed a simple lead funnel that sales could operate.
How the work developed
Build the business case together.
Customer, sales and financial assumptions gave the direct route a decision frame.
Reach workshops through Meta.
NAVIN ran the campaign and tested value themes to understand which messages gained attention.
Keep lead flow workable.
Campaign response was considered alongside the team's ability to follow up. NAVIN introduced qualification and pacing, then used sales feedback to refine how the flow was managed. Lead handling became part of the acquisition programme.
Keep scaling together.
ZF and NAVIN expanded into further countries and continue to scale the programme together. NAVIN manages the agreed acquisition work and lead flow, using sales feedback and campaign results to refine the approach and update the business case.
Start here
Considering a new route to market?
Start with the customers you want to reach. NAVIN helps B2B teams build and test new routes to market, then use the results to decide where to invest next.