Lyreco
Turning Legacy Data Into an Omnichannel Marketing & Sales Engine
The situation
The challenge
Lyreco had accumulated large volumes of valuable B2B customer data in legacy IT systems. The data produced Excel reports — but had never been connected to marketing or sales activities. The potential for personalisation and omnichannel activation was significant, but entirely untapped.
What we did
As an innovation partner, we identified and executed four concrete, low-effort use cases to demonstrate the value of connecting first-party data to email marketing, paid media campaigns and field sales tools. We built a Google Cloud infrastructure to extract insights from legacy systems, combine them with web behaviour, and make them available as audiences across platforms.
Results
Lyreco introduced a Google Cloud infrastructure that for the first time activated data previously only used to produce Excel reports. The company's approach to personalised and omnichannel marketing and sales has fundamentally changed — and the foundation for continued scaling is now in place.
This project was delivered by the team behind Dear Future, formerly operating as IIH Nordic.
The approach
Use case identification · Google Cloud infrastructure build · Omnichannel activation
Use case identification
Identified four high-value, low-effort activation use cases to demonstrate ROI quickly and build internal momentum for broader data adoption.
Google Cloud infrastructure build
Built a Google Cloud infrastructure to extract insights from legacy IT systems, enrich them with web behaviour data, and make them available as actionable audiences.
Omnichannel activation
Deployed audiences across email marketing, Google Ads and field sales tools — connecting the same customer intelligence to every customer-facing touchpoint.
The results
Numbers that held up after the project closed.
Rather than a lengthy transformation project, we identified four concrete, low-effort use cases that each demonstrated clear ROI — building internal momentum for broader data adoption.
Data that had previously only produced Excel reports was now powering real-time audiences in email marketing, paid media and the tools used by the field sales team.
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