Marketing & Sales, stronger together – 5 German presentations full of insights (matelso connect 23)

The keynote and four other presentations addressed challenges and trends that are currently affecting the industry – marketing & sales optimization, AI in marketing & more.

You can find all the presentations here so that you can benefit from the experts’ insights and knowledge beyond the event.

• Kerstin Clessienne, MarketingTechLab: “Pretty best friends”: Insights from the MarketingTechMonitor 2023
• Robin Heintze, morefire: B2B marketing from lead to sale – 7+1 practical tips for 2024
• Ben Kretzschmar, 10xStudio: Best practice lead management – the matelso platform in practice
• Patrick Hünemohr, Röser Medienhaus: Chat GPT plugins for online marketers – the hype behind the hype 
• Sebastian Lortz, Vodafone: Next Generation Telesales – Call Tracking 2.0

The first of the five presentations deals comprehensively with the effective integration of MarTech in companies and places a strong focus on customer orientation. Kerstin Clessienne emphasizes that success in the digital landscape depends not only on technologies, but rather on the ability to use them wisely and combine them with a clear strategy.

The success factors:

• Customer-centric approaches: The importance of a well-thought-out customer journey that goes beyond technical aspects and considers human elements of customer interaction is emphasized.
• Technology and data strategy: Despite investing heavily in technology, many companies fail due to a lack of integration and inadequate data strategies. The challenge is to develop capabilities within the organization to use technology effectively and efficiently.
• Use cases and process management: The importance of creative approaches to promote a holistic view of the customer journey is central. Collaboration between different departments plays a crucial role here – for example between Marketing & Sales.
• Data management and analytics: Absolute necessity: a clean database and the integration of data analysis and customer journey into the business process.
• Long-term planning and investment security: The importance of long-term planning for the use of technology and the development of a clean database is emphasized. This includes structured requirements management and the creation of investment security through integrated approaches.

Robin Heintze presented his expertise in B2B marketing and sales in an insightful talk. He presents a total of eight valuable tips aimed at increasing the efficiency and effectiveness of the processes of both departments.

The 8 tips:

• Integration of marketing and sales: Robin Heintze emphasizes the importance of collaboration between marketing and sales. Marketing should not only generate leads, but also actively contribute to sales. A key point is the need to design the customer journey together and to focus on generating sales.
• Website optimization for B2B: He also pointed out that the majority of B2B buyers prefer a digital, sales-free process. Robin recommended designing the purchase decision process in such a way that potential customers can approach the product without having to contact a salesperson directly.
• Effective lead generation: Lead magnets – such as case studies or webinars – are particularly important. These should be used in a targeted manner to generate high-quality leads.
• Linking CRM and Google Ads: The integration of CRM systems with Google Ads is also extremely important in order to enable a better overview and evaluation of the leads generated via Google Ads.
• Content creation for sales: Content is king – but must always be tailored to sales. This applies in particular to content that contributes to customer acquisition and retention.
• Use of marketing automation: Those responsible should use marketing automation tools to establish efficient and targeted communication flows and thus improve the customer approach.
• Intelligent lead scoring: An innovative approach to lead scoring was presented, whereby each lead is evaluated based on various criteria. This system makes it possible to better understand the quality and relevance of each lead.
• Additional tip – CRM and LinkedIn linking: Finally, Robin Heintze recommended linking CRM systems with LinkedIn to optimize lead generation and nurturing.

In his presentation, he focused on his experience in the field of online and performance marketing, particularly in relation to B2B companies. 

The specific content:

• Data-driven marketing: the main focus of the talk was on data-driven marketing and the use of technologies such as the matelso platform for improved customer communication and lead generation.
• Case study: presentation of the successful optimization of the online presence and lead generation strategies of a B2B mobile communications company. The results: the costs per lead were massively reduced and the lead quality increased.
• Marketing strategy: There is no one-size-fits-all solution in B2B marketing! Success often depends on many small, targeted optimizations – with a focus on customer-oriented marketing approaches.

The talk is about the many possible applications of artificial intelligence (AI) and specifically Chat GPT and its plugins. Patrick Hünemohr emphasizes how often the topic of Chat GPT is discussed at conferences and shares his personal experiences and insights on the use of ChatGPT in his company, Röser Medienhaus.

The contents:

• Use of Chat GPT in companies: Increasing efficiency and scalability in SEO and SEA, using the OpenAI interface for large-scale tasks such as optimizing a store with 300,000 scooters.
• Automation and Chat GPT+: Importance of automation for the company, use of the paid ChatGPT+ version for improved functions and greater stability.
• New developments of OpenAI: Introduction of developer models on OpenAI language model and marketplace, as well as a “copyright shield” to protect against legal risks.
• Application example and future outlook: Demonstration of the ChatGPT application on a fictitious customer project for an e-bike dealer, presentation of theses on the future of AI and its impact on start-ups and human resources development in companies.

In his presentation, Sebastian Lotz describes the evolution of his company’s call tracking strategy. From the early days of manual recording and Excel-based reports to the modern, cloud-based solution, Vodafone has made tremendous progress.

The contents:

• Call Tracking 2.0: A new era: 2018 saw the start of an innovative era through a call tracking partnership with matelso – integrating dynamic phone numbers and web data to analyze customer journeys and automatically integrate data into Adobe Analytics and third-party systems.
• Expanded possibilities and efficiency: Vodafone increased the efficiency of its campaigns, reporting and dashboards with matelso call tracking technology and the integration of call data into Adobe Analytics.
• Looking to the future: real-time web tracking: Vodafone intends to use real-time web tracking in the future to provide agents with detailed information about the online behavior of website visitors and thus increase the efficiency and value of calls.