success story
Autokan embraces AI to transform lead management
Real-time lead scoring model for a more efficient sales process and effective marketing
Autokan is a financial car leasing partner with over 800 affiliated dealerships across the Netherlands. The company stands for speed, transparency, and personal service, making business car leasing simple and accessible. With a committed and rapidly growing team, Autokan has positioned itself as one of the most innovative players in the Dutch leasing market.
The challenge
In the highly competitive financial leasing market, Autokan receives a large number of leads every day. Not every lead has the same chance of converting. Sales and marketing were treating each lead equally and gave them the same amount of attention.
Existing tools offered limited options: built-in lead scoring features, such as those in HubSpot, are often rule-based, lack flexibility and predictive power. In addition, Autokan’s data was fragmented across HubSpot, marketing platforms, and external data sources, making it difficult to get a complete view of the customer journey.
Autokan needed a solution to:
- Automatically prioritize leads based on their potential value
- Allocate sales and marketing resources more effectively
- Reduce dependency on external tools (like Hubspot) by taking greater ownership of its data strategy
The solution
In collaboration with Relevant Online, Autokan migrated to a cloud-native data architecture on Google Cloud Platform (GCP). This laid the foundation for a real-time lead scoring model that combines historical CRM data, website behavior, and external business signals to predict lead value.
The model was carefully designed and implemented:
- Key variables from CRM, marketing channels, and web data were selected to achieve 90% model accuracy.
- A fully automated data pipeline was built using BigQuery, Dataform, and Cloud Run.
- The model is retrained nine times per day and sends updated lead scores back to HubSpot every hour.
This ensures sales and marketing teams always have access to the most up-to-date lead insights.
Impact
The introduction of the model has delivered measurable results:
- Faster and more effective lead follow-up: Sales representatives immediately see which leads have the highest score, enabling them to focus on the most promising opportunities and improve conversion rates.
- Smarter marketing spend: By using the lead score as a conversion value in Google Ads, campaigns automatically optimize towards higher-quality leads. Customer Match lists are also populated with top leads, improving targeting and ROI.
- Future-proof data strategy: By increasing ownership of its data and reducing dependence on individual tools, Autokan is now better positioned to scale operations and adopt new AI-driven solutions in the future.
Using AI at the core of its sales process, Autokan has not only improved lead management and conversion but has also laid a strong foundation for sustainable growth and ongoing innovation.
Testimonial
“Working with Relevant Online feels effortless. They truly understand our business, move fast, and think with us as if they were part of our own team.”
Robert Geerts, Algemeen directeur
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