More power for customer management – how winkler uses marketing automation

With the introduction of the marketing automation solution from itmX powered by Evalanche, winkler pursued clear goals: increased efficiency, more precise target group segmentation and a personalized customer approach. Marketing processes should be automated to relieve the team while delivering relevant content to the right recipients. In particular, multilingualism and the automated adaptation of content were central requirements. By implementing itmX marketing automation powered by Evalanche, a central platform has been created that simplifies and even partially automates the entire process of creating and sending newsletters. Templates have been developed for various newsletter formats – from training courses to technical information – that can be edited flexibly and can be used in several languages. In addition, the marketing automation system is connected to the CRM system, so that data transfer is guaranteed at the touch of a button and the data on the customer is accessible to everyone.

Thanks to the introduction of the marketing automation solution from itmX powered by Evalanche , winkler was able to achieve significant success. The automation of marketing processes significantly reduced manual effort and improved the quality and relevance of marketing activities. This led to more efficient and targeted communication with customers.

A special focus of the automation was on the training newsletter, because winkler offers a variety of training courses in different regions and on different topics that are of great interest to customers. Before the introduction of marketing automation, a training newsletter was hardly feasible – the manual effort for it would simply have been too great and almost impossible to manage. With the new solution, training newsletters are now fully automated and dynamically adapted to the interests of the recipients. When registering, customers can specify which training courses they are interested in, which regions are relevant to them and which specific topics they are particularly interested in. This information is then stored on the customer’s profile and can be used for personalization. The creation of the training newsletter itself is automated. The marketing automation system automatically pulls content such as titles, training descriptions, images and dates from the training website and individualizes each email so that each recipient only sees the training offers that are relevant to him or her. In addition, the newsletters are sent automatically at fixed intervals. This completely eliminates the manual effort required to create the newsletter and the marketing team can be sure that customers are regularly and reliably informed about new training offers . This automation significantly increases the reach and efficiency of the training measures and enables an individual and thus relevant approach for the first time.

In summary, the introduction of marketing automation at winkler was a complete success. Automation not only reduced the workload, but also improved the quality and relevance of marketing activities. In the future, winkler plans to further expand the integration of marketing and sales processes in order to strengthen the cooperation between the two departments. Thanks to the well-thought-out interaction of CRM and marketing automation, campaigns and promotions can be managed in the future in such a way that contacts qualified by marketing measures can be smoothly transferred to sales. Feedback from interested customers – for example after a newsletter or a campaign – is then automatically recorded, evaluated and transmitted directly to the sales department for further processing. In addition, winkler plans to further expand segmentation and personalization in order to respond even more specifically to the individual needs of customers and offer them tailor-made offers and content with an even higher level of detail.

The winkler Group, a leading technical trade and supplier of commercial vehicles, workshops and agricultural businesses, offers much more than just spare parts. With locations in six European countries, winkler supports workshops, commercial vehicle owners, bus companies and agricultural businesses on a daily basis in quickly identifying and procuring the right spare parts.