Versalift chose Itch as their HubSpot partner: “It makes a huge difference for us that we’ve achieved stronger collaboration between sales and marketing”

She continues:

“I like to use sports metaphors because many of the people I work with are very interested in football: Where marketing used to be on the sidelines, it’s now like a midfielder making assists for the strikers – the salespeople. It may be that marketing never scores the goals – especially not in our industry – but you shouldn’t underestimate how marketing can contribute to sales.”

In addition to creating tangible value for the sales team, Bibi also explains how it’s become easier to highlight the impact of their marketing efforts:

“We’re much more active now when it comes to marketing, and it’s become easier for us to demonstrate the value that these efforts create. Now we have concrete data to measure, compared to before, when it was impossible to measure the impact of the brochures we handed out at trade shows. It was incredibly passive.”

Much more than HubSpot

After implementing HubSpot, Versalift has gradually invested in more marketing initiatives. As a result, Itch has become more of a collaborative partner rather than just a software provider:

“Itch helps us with the full spectrum of marketing. We have small marketing departments, so we have to be very broad in our efforts. So, whenever we need a specialist service – or when we need extra resources during peak periods – we turn to Itch,” says Bibi.

She continues:

“In a way, Itch acts as an extension of our marketing department. Given our current needs, it doesn’t make sense for us to have specialist competencies in-house – either full-time or part-time. But we have access to those skills through Itch – whether it’s consulting, paid ads, content, or other services.”

The collaboration is based on transparency, trust, and mutual respect – something Bibi values highly:

“I would describe our relationship as close, professional, and proper, but also as a relationship that, in some ways, is more collegial than with other agencies I’ve worked with,” says Bibi.

She elaborates:

“Casper isn’t afraid to point out where he thinks we have blind spots or areas for development. It’s a great way to collaborate because nothing is sugar-coated. We can also tease each other and joke around. It makes working together much more enjoyable and easier – and that’s important to me when the collaboration is so close and ongoing.”

A value-creating relationship in multiple ways

Switching from traditional to digital marketing has made a big difference for Versalift. But it has also had an impact on Bibi’s professional development:

“Itch isn’t the kind of agency that hands everything to you on a silver platter. And I see that as a good thing. I’ve also grown through the collaboration with Itch, and I’ve learned a lot about marketing,” she explains.

She adds:

“We’ve come a long way, and we’ve learned a lot, so the relationship with Itch isn’t something we’re dependent on anymore. But because it continues to provide value for us to have that consulting and expertise that Itch offers, we naturally keep the collaboration going.”

Bibi concludes by saying that they haven’t completely abandoned their old marketing strategy:

“We’re not growing trees to the sky, so we still attend trade shows and hand out brochures. But there’s definitely something magical about being at the trade shows, showing off the machines, and talking to customers. So, we’re unlikely to stop that, even though my colleagues are starting to realize that digital marketing isn’t just a fad,” she concludes.