CMOs and marketers are statistics and data beasts: they track, analyze, evaluate and directly optimize their campaigns and marketing activities based on continuous and real-time information from all touchpoints of their customer journey. Data is key for them to make value-adding decisions. Yet they very often neglect a whole range of highly relevant touchpoints: the conversational channels of email, telephony, chat, contact forms and video (telephony). Without the insights from these channels, however, important foundations for business success are missing. Our matelso platform for a communication based lead management addresses this challenge.
The reality in companies: lead management must be strengthend
Marketers spend thousands, often hundreds of thousands, of Euros annually on their web presence and a multitude of other landing and campaign pages to make their products and/or services visible in the digital space. But it doesn’t stop there. These pages only generate a benefit if the corresponding visitors also view the information and content – traffic is therefore key. This also often costs – depending on the company and brand – hundreds of thousands of Euros per year – Google Ads, banners, newsletters etc. But even here the marketing spends don’t stop. Once again, investments often run into six figures in order to implement measures that then transform this traffic into conversions – newsletter subscriptions, test drive bookings, the placing of a product in a virtual shopping cart or (in the best case) an actual purchase.
Conversational touchpoints break the tracking chain
The solution: matelso platform for a communication based lead management
All relevant conversational communication channels (chat, video, call, e-mail, etc.) can be very easily and quickly integrated into the existing website, put into operation and maintained with just one script – all from a single source, without cumbersome and costly individual integrations or isolated solutions. Furthermore, with this communication based lead management platform, marketers are given the opportunity to implement all conversation-driven data and transfer this information via standard interfaces to their preferred CRM and analytics tools, thus further refining their campaigns and customer approaches with existing first-party data. The result is a true 360° view of all marketing processes, combining clicks and conversations.
And on top of that, the matelso platform enables marketing managers to substantially reduce the complexity of their website and infrastructure.
The result: A better way to manage your leads
A look into the future: Augmented with AI
For example: Ongoing conversations can directly be analyzed for important keywords, speech quality, or tone of voice. The AI can then provide service, sales, or marketing staff with optimized suggestions for improvement in real time – branding messages, wording blacklists and whitelists, or value-added content such as how-to videos or product data sheets. The AI can also help identify customers with specific user behavior on the website – such as product page visits, shopping cart contents, etc. – and then directly and automated provide them with useful information when they contact the company. Targeted fingerprint matching and automated, programmatic dialog marketing strategies are also possible with the help of existing customer information from the company’s own CRM system.
With these measures, the customer experience and loyalty can be strengthened even further – which ultimately has a direct impact on sales figures.