Case study
Using CRM segmentation
to drive dynamic content
A TARGETED APPROACH TO GENERATING MARKETING QUALIFIED LEADS
Focus on data quality, scoring and grading and accurate segmentation profiling
DIFFERENT AUDIENCES WITH DIFFERENT NEEDS
Skoda has a number of different audiences that requires 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.
CUSTOMER GOALS
Generating marketing qualified leads for their business centre to generate appointments for their corporate sales team.
CHALLENGES
The client had recently migrated all data from a 3rd party environment into an owned data Salesforce CRM environment, so there was a focus on data quality and accurate scoring and grading of primary contact and accurate segmentation profiling.
SOLUTION
A range of marketing communications that used data segmentation profiling
to deliver tailored messaging at scale
Using marketing automation to track content interaction so the recipient received future marketing content specific to their areas of interest and needs. A tableau funnel dashboard reported levels of engagement and where they were on the customer journey.
Ever since the automotive industry’s pioneering days, the ŠKODA brand has been turning out cutting-edge technologies and inventions. Their devotion to refining people-moving technology initially found expression in bicycles, followed by motorcycles and, ultimately, industry-leading cars.
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