- © 2025 - Gradient
Lisman Forklifts is a family-owned company that has been a household name in the world of forklifts for more than 50 years. This is a world where commerce moves fast: every day there is new stock and every day customers must be informed of it.
Some of this process was still done by hand, with each machine’s name, photo, and every specification manually put into the email. The challenge for Gradient: make sending these emails more personal, smarter and easier.
We built a smart solution for Lisman Forklifts using some inventive Hubspot features:
Last year, nearly 500,000 daily stock emails were sent with an average clickthrough rate of 20%. Together, these emails resulted in more than 100 closed deals, with a total value of around 5 million euros. All automatic, without any human input.
In addition, Lisman’s content marketer can fill emails with specific machines in no time. At the touch of a button, she then translates the content into one of 9 languages and adjusts the exchange rate of the price. She saves seas of time as a result.
This case demonstrates the power and versatility of Hubspot. You can really build really nice things with it!
Bob Balm, marketing automation consultant at Gradient
© 2025 Gradient