Jauch Quartz GmbH is one of the leading companies in the field of frequency-emitting components and a proven expert in the future market of lithium ion and lithium polymer battery packs.
In order to meet this demand in the future and to drive digitalization forward, especially in the areas of marketing and sales, the company decided to expand the itmX crm already in use to include the Marketing Automation component.
“We took a fresh look at our customer journey against the backdrop of digitization, looked at customer needs, and considered which digital options we could use to offer our customers the best Jauch service and provide them with optimum support in using our products. At the same time, in marketing, we were keen to implement marketing measures in a more structured way and to think in terms of campaigns rather than individual measures. When we thought about the practical implementation of all these considerations, we quickly realized that we needed a marketing automation tool that would support us from the planning of campaigns and their execution to the measurement of campaign success and the analysis of individual measures. The introduction of the itmX marketing automation solution was then the most logical step for us, because only in this way can we map our marketing and sales processes in an integrated way and in interaction with SAP as ERP.”
Marketing and sales has grown together more
The use of itmX marketing automation has since created clear advantages for the company. Today, campaigns can 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 the campaign is set up, thought must be given to 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 sales team of Jauch Quartz is also involved in all the preliminary considerations, which means that both sides – marketing and sales – have a better understanding of the customers and of targeted marketing measures and campaigns.
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.
“What has improved for us since the introduction of the Marketing Automation solution is definitely the dovetailing between marketing and sales. Precisely because we will have the interface to our existing CRM and can thus create an integrated solution, we can of course also map the complete customer journey in one system. The leads generated by marketing can then be easily transferred to sales and processed further there. In this way, new and existing customers can be optimally supported and the collaboration between marketing and sales becomes closer. I think this point is very important, because in my view we need to break down the departmental thinking between marketing and sales and think more in terms of processes that benefit the customer. This is the only way to create a uniform language and a uniform image for the customer.”
Clean double opt-in process and automated handover of leads to the sales department
As a starting project in the topic of marketing automation, the marketing and sales team of Jauch Quartz GmbH decided to publish a whitepaper containing sound technical knowledge about one of the product areas. The whitepaper was so extensive that it was first split into four parts, from which an email nurture section 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 it is directly checked whether a double opt-in already exists and if not, an e-mail with the required second confirmation link is automatically sent to the specified e-mail address. Only when this has been done or the DOI has been given before, the requested part of the whitepaper is automatically sent.
In the further course, the lead is then provided with further suitable content and itmX marketing automation tracks what has actually been viewed or downloaded. Thanks to a previously defined campaign scoring, in the case of this campaign when two 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.
“Until now, we have offered all our documents freely for download on our website without any data request. So we didn’t really have an overview of who requested what and, if you imagine a campaign like the one we have planned now, where any prospect can register at any time and then receive multiple emails with different content over a period of time, that would be a manual effort that would be pretty much impossible to implement without a marketing automation tool.”
Want to learn even more about implementing a marketing automation tool?
Why is synchronization between the CRM system and the marketing automation solution so important? What were the biggest challenges during the project? If these questions are also on your mind and if you would like to hear exclusive tips from Tabea Fischerkeller , Marketing Manager at Jauch Quartz GmbH on the introduction of a marketing automation tool, then watch the entire reference video.
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