Marketing Technology Implementation - Online Sales Activation

About Swiza

Swiza is a Swiss brand (Jura) which has a passion for developing multi-purpose knives that combine precision and high quality with a modern and contemporary design. To support the development of its B2B and B2C activities, SWIZA aimed to further structure its data base with contacts, organise the pipeline management, automate specific marketing processes, and strengthen the performance of its digital campaigns, with a final objective: improving product visibility and online sales.

Discover SWIZA

Project Objective

The first objective of the project was to build a more structured digital ecosystem capable of centralising contacts, qualifying prospects, automating communications, supporting marketing and sales activities, and improving the performance of online sales.

The project also aimed to connect website forms, paid media campaigns, analytics, CRM data, and marketing automation workflows in order to create a smoother journey from acquisition and qualification to commercial follow-up and customer retention.

Work Delivered by Brandfinity

Brandfinity supported SWIZA in the implementation of CRM, the set up and structuring of its environment, the creation of multilingual forms, put in place the marketing automation workflows, analytics, and the launch of google shopping, product optimisation and paid media campaigns.

The project also included the development of more advanced B2B processes, with dedicated pipelines, data integration, lead generation, and connected automations via n8n.

CRM Implementation with ActiveCampaign

Brandfinity configured SWIZA’s CRM account, including email verification, coordination of DNS records, user creation, marketing lists, and segmentation.

CRM pipelines were created with dedicated stages, enabling SWIZA to structure the management of contacts, opportunities, and commercial requests more effectively, set up of reminders to managers and automatic updates.

Account and Contact Migration

Brandfinity analysed the existing account and contact data, created the necessary CRM fields and proceeded with import of existing data. Additionally, the structure and automation have been put in place for the new incoming data to be structured and segmented with the purpose to automate admin processus and to ensure more efficient use across future sales and marketing activities.

Multilingual Forms

Brandfinity created and integrated the Contact and Newsletter forms (including an opt-in process ) to existing Shopify platform in French, German, and English, aligned with SWIZA’s brand identity.

Marketing Automation

Brandfinity implemented automation workflows connected to the multilingual forms, abandoned shoping carts, tags, certain B2B admin process, segmentation and languages.

Additionally to the automations Brandfinity created the templates for emails (opt-in emails, abandoned cart, follow-up emails, and promotional), internal notifications sent to the relevant teams, tailored to SWIZA’s needs.

AI B2B Automation with n8n

As part of the B2B development, Brandfinity worked on the configuration of pipeline and automation flow in Active Campaign and development of n8n workflows designed to support lead generation and qualification.

The setup included lead generation startegy based on the leads- companies visiting Swiza’s website, enriching B2B contacts, identifying related profiles, filtering and analysing profiles, and preparing follow-up sequences.

Build of agentic AI worfklows including various API connections, Linkedin and CRM were aligned in various N8N flows. The objective was to provide B2B manager with the more leads interested in their business/ products. Organise data and provide opportunities directly into CRM, and to Teams with the suggested messages for approval.

Testing and Training

Brandfinity carried out several phases of testing, validation and optimisation across the AI-generated personalised messages, forms, automation flows and email functionalities. This ensured that the full setup was functioning correctly, aligned with best practices and delivered according to SWIZA’s expectations.

Training sessions were also delivered to SWIZA’s teams, covering CRM usage, pipeline management, and marketing automation principles for both B2B and B2C activities.

Paid Media & Google Shopping

To support SWIZA with online sales, Brandfinity prepared a media startegy for Paid media and google shopping, implemented analytics, made a complete paid media setup, including the creation a product feed in Google Merchant Center Switzerland and optimisin products in Google shopping for organic search. Set up three Performance Max campaigns for Switzerland, in French, German, and English, to support product visibility across Google Shopping and the Google advertising ecosystem.

The project included campaign launch, monitoring, and optimisation, as well as the verification of Google Ads and GA4 events and conversions. Meta and LinkedIn tagging and tracking were also reviewed.

Results and Project Impact

This project enabled SWIZA to build a structured, CRM and marketing automation ecosystem for B2B, B2C, after sales department, improved the website architecture, while also connected forms, contacts, segments, pipelines, campaigns and automated workflows.

The setup helped enrich data for the management, make the sales- pipeline data more structured and visual, automate B2B, B2C first steps of the sales process and provide a clearer, faster commercial follow-up for both B2B and B2C activities. It also helped reduce time spent on administrative tasks and reporting (due to integrated reporting).

The project also contributed to strengthening product visibility by optimising Google Merchant Center and making products more visible in Google Shopping. Through Performance Max campaigns, Brandfinity helped increase the visibility and sales performance. As a result, this strategy brought an increase of 50% of sales, YOY.

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