01
The challenge
GoedGeregeld, part of ANWB Innovation & Ventures, sells partner services such as Thuisnotaris, Zoofy and Cyberwacht through a single platform. The team could not see which marketing worked, and follow-up was manual.
- The platform is a single-page app that never re-fired pageviews, so nearly every visit was logged as the homepage.
- Most purchases never reached GA4 or Meta, so campaigns optimised without a purchase signal.
- Lead follow-up was sent by hand from Outlook, hundreds of emails per proposition.
- Tracking knowledge sat with one developer who was leaving the project.
02
Our approach
Plan
ANWB's innovation department wanted to validate one commercial workflow before scaling it: qualify leads in a chatbot, route them to the CRM, and follow up with email that fits each lead's answers. We traced the data gap to the platform's navigation, not the campaigns, then agreed a phased rollout with the team.
Design
Chatbot qualification flows for 20 propositions, each asking the questions that decide which offer and follow-up fit the lead. Behind them, a Customer.io data model with the properties each answer sets, so sequences can be personalised per lead, plus a tracking plan with consent mode across GA4, PostHog and Meta.
Deploy
n8n workflows that send chatbot leads, along with Meta lead ad, newsletter and purchase data, into Customer.io with those properties filled in. Hyper-personalised email sequences then follow up per proposition. Pageview and purchase tracking were fixed on the platform. Thuisnotaris went live first, followed by Zoofy, Zintouch, Soverin and Cyberwacht.
Adopt
A Customer.io workshop and step-by-step runbooks, so the internal team owns the email content and chatbots, and handover documentation for the pipeline.
03
The results
- The innovation department validated the full workflow, from chatbot qualification to CRM to personalised email, on five live propositions, with qualification flows designed for 20.
- Five propositions moved from manual follow-up to automated nurture, with 850+ emails delivered in the first weeks.
- Partner pages went from 51 recorded pageviews to about 2,100 tracked pageviews per 28 days.
- Purchases now reach GA4, PostHog and Meta with order ID, value and items.