Different Audiences, Different Needs
ŠKODA has a number of different audiences that require different content and messaging depending on their specific needs, business type and where they are in the customer buying journey. They required a more targeted approach to generating marketing qualified leads for their business centre to generate appointments for their corporate sales team.
Data Quality at the Core
The client had recently migrated all data from a third-party environment into an owned Salesforce CRM environment, so there was a focus on data quality, accurate scoring and grading of primary contacts, and accurate segmentation profiling.
Tailored Messaging at Scale
A range of marketing communications used data segmentation profiling to deliver tailored messaging at scale. Marketing automation tracked content interaction so each recipient received future marketing content specific to their areas of interest and needs. A Tableau funnel dashboard reported levels of engagement and where contacts were on the customer journey.
Since the automotive industry's pioneering days, the ŠKODA brand has been producing cutting-edge technologies. Their devotion to refining people-moving technology found expression in bicycles, motorcycles and, ultimately, industry-leading cars.