Digitization of Marketing & Sales with Marketing Automation
Jauch Quartz GmbH is one of the leading companies in the field of frequency control components and a proven expert in the future market of lithium-ion and lithium polymer battery packs. With in-depth technical consulting expertise, state-of-the-art test environments and the high availability of all products, which are stored in one of the world’s largest warehouses for frequency-setting components, Jauch Quartz GmbH attaches great importance to customer satisfaction.
In order to continue to meet this demand in the future and to drive digitization forward, especially in the areas of marketing and sales, the company has decided to expand the already used itmX crm to include the marketing automation component.
“Marketing automation should take over all processes in the background and map the planned email nurture route. This included all processes from double opt-in after registration to filling the lead with suitable content to sending the mailings according to previously defined campaign scoring and handing them over to sales.”
Patricia Schifferdecker, Marketing Manager, Jauch Quartz GmbH
Marketing and sales have grown closer together
Since then, the use of itmX marketing automation has resulted in clear advantages for the company. Campaigns can now be implemented and planned in a more structured way. In order to map a campaign via the Marketing Automation Tool, the framework parameters must be precisely defined in advance. Before setting it up, it is necessary to think about the needs and demands of the target group and, above all, whether the planned measures are also aimed at them. This process also has the positive side effect that the Jauch Quartz sales team is also involved in all the preliminary considerations, thus creating a better understanding of customers and targeted marketing measures and campaigns on both sides – marketing and sales.
But also thanks to the close coordination between sales and marketing, a new transparency is created as to whether the generated leads are also valuable for the company or whether the campaign needs to be optimized again.
Clean double opt-in process and automated transfer of leads to sales
As a start-up project in the field of marketing automation, the marketing and sales team of Jauch Quartz GmbH has decided to publish a white paper that contains in-depth technical knowledge on one of the product areas. The white paper was so extensive that it was first split into four parts, from which an email nurture route was then built.
The e-mail nurture route is mapped via itmX marketing automation. The download form transfers the entered data to the itmX marketing automation data pool. There we will then check directly whether there is already a double opt-in and if not, we will automatically send an email with the required second confirmation link to the email address provided. Only when this has been done or the DOI has already been given, the requested part of the whitepaper is automatically sent.
In the further course, the lead is then loaded with further suitable content and it is tracked in the itmX marketing automation what has actually been viewed or downloaded. Thanks to a previously defined campaign scoring, in the case of this campaign, when two out of four parts have been downloaded, the lead is then automatically transferred from the marketing automation tool to the CRM and can then be further processed by sales.
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