A personalised data strategy for increased customer loyalty.
SEEBURGER has revolutionised the role of the marketing department using Adobe Marketo Engage.
Founded
1986
Headquarters: Bretten, Baden-Württemberg, Germany
Employees: +1,000
Turnover: EUR 107.83 million
Products:
Objectives
Increase customer loyalty and drive the acquisition of new customers.
Use systematic data management to deliver personalised customer journeys in real time.
Lead generation and consolidation of existing customers.
Results
Adobe Marketo Engage allows SEEBURGER to deliver targeted, personalised customer journeys.
Using Adobe Marketo Engage, data can be synchronised for all 16 global locations.
Personal and fast customer approach enables SEEBURGER to achieve visible and measurable results.
Digitalisation of business processes par excellence
With a comprehensive combination of advice, planning and implementation, SEEBURGER AG offers its customers fully automated business processes and solutions for integrating new business partners. The SEEBURGER Business Integration Suite brings together IT systems, applications, cloud services and mobile apps within a company on a single platform. Since its inception in 1986, the software company has supported over 10,000 customers worldwide with a team of more than 1,000 employees in 26 offices across 16 countries.
In the past, SEEBURGER coordinated its marketing-relevant data management and mailings via a system that was not able to provide options of the desired scope or scale when it came to target group analyses, mailing templates and responsiveness. The company was looking for an automation solution that would facilitate the delivery of mailing campaigns and use customer data effectively for personalised offers. The strategic task was to consolidate all digital marketing activities and the data traffic available for this purpose, from lead generation to existing customer management, and to make these generated information packages usable for further marketing campaigns and sales purposes. SEEBURGER used Adobe Marketo Engage as the driver for this project.
Digital marketing as a service structure
With the integration of Adobe Marketo Engage, SEEBURGER was able to significantly optimise the lead generation process and, within the marketing department, use the traceable customer journey to design cross-team personalised campaigns. For example, when sending an email, it is possible to track why an email was not delivered or ended up in the spam folder. In addition to the marketing department, other departments such as the sales teams can also use this data via transfer for coordinated customer journeys. “Adobe Marketo Engage is the platform for everything to do with digital marketing. For us, the solution is at the heart of our marketing-based data strategy,” explains Dominik Bausch, Global Marketing – MarTech Manager at SEEBURGER. For a company with 26 global offices across 16 countries, a well-maintained dataset in a uniformly synchronised tool is essential for preventing chaos and guaranteeing an optimal customer experience. The company is now also able to increase interactions and conversions, and to prove the value of its marketing campaigns.
“Adobe Marketo Engage is the platform for everything to do with digital marketing. For us, the solution is at the heart of our marketing-based data strategy.”
Dominik Bausch, Global Marketing – MarTech Manager, SEEBURGER
Capturing data that’s not directly visible
As a typical B2B company, the management of existing customers plays an especially important role for SEEBURGER, particularly when it comes to increasing cross-sells. To do this, the company is focussing on more versatile segmentation, for example on the basis of areas of interest. Using Adobe Marketo Engage, the software developer can also generate information that is not necessarily being deliberately searched for, such as the success rate of a particular customer journey in the context of a comprehensive lead report. This information can be used to create new cases that can be tailored to the customer’s requirements. “You need different campaigns for existing and new customers. And the deeper and more focussed the approach, the higher the chances of success. If these can still be measured at the end of the campaign, that’s a huge advantage for us,” says Dominik Bausch. Adobe Marketo Engage can help SEEBURGER with a variety of filters, particularly when it comes to lead scoring, e.g. in relation to the behaviour or demographics of particular customers. Adobe Marketo Engage also allows users to add an unlimited number of their own scoring categories, including point systems for web activities such as downloads, interactions such as contact requests and participation in events, and interest-based behaviour on the website.
Looking ahead
After SEEBURGER decided to use and integrate a new CRM, the company worked on merging Adobe Marketo Engage with its various systems using the implemented interface solution. The plan is to continue building on and improving the quality of the data and information transfer. In future, this will create added value in the communication and use of the data collected and managed by Adobe Marketo Engage for the different departments at SEEBURGER.
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