Expert interview with Martin Hartig, Head of Solution Management & Consulting at matelso
Optimize B2B lead gen campaigns – with the matelso platform
Successful B2B lead gen campaigns: In this interview, Martin Hartig provides insights into his work at matelso. But above all, he introduces readers to the matelso platform lead management solution and its importance for B2B marketing. The focus is on the topic of “Optimizing lead gen campaigns in B2B“. But read and above all watch for yourself – the interview is also available as a German video!
Martin, thank you for taking the time to talk to us. Can you briefly explain what your responsibilities are as Head of Solution Management and Consulting at matelso?
You just mentioned your lead management system. What is special about the solution and what can it do specifically?
Exciting question. With the matelso platform, we combine the functionality of classic communication solutions and lead management platforms – and thus specifically address B2B business requirements. We offer our customers all contact channels on their website – from chat to contact form, e-mail, telephony and video call. All inquiries from our customers’ website visitors come together in one place on our platform. They are equally available there for all employees – in sales and marketing, for example. All contact requests from website visitors are enriched with web data as soon as the contact is received, i.e. our web tracking collects information from the websites and integrates it into the platform. This leads to an optimized sales pitch – and ultimately more success. All leads and conversion data generated in this way end up automatically and evaluated in our customers’ preferred third-party systems – in the CRM, but also in the ad and analysis systems, where they form the basis for optimizing lead campaigns and sales strategies.
“All inquiries from our customers’ website visitors come together in one place on our platform. They are equally available there for all employees – in sales and marketing, for example.”
For which companies is the matelso platform best suited?
This is not easy to answer. Because almost every company can benefit massively from using the matelso platform. If I imagine the ideal customer, then they have between 25 and 2500 employees – in other words, a classic German SME. They also have a website through which they sell or at least offer advice, and they have an online marketing budget. Very important: leads are the main source of new business. It doesn’t matter whether it’s a B2B or B2C company. In terms of verticals, we are looking at the automotive, construction, mechanical engineering and IT sectors, for example. But any other industry is also conceivable. There are always special requirements, especially in B2B marketing.
Can you perhaps explain to us how the platform helps companies – for example with B2B lead gen campaigns?
The B2B environment is indeed always special. Let’s start with the topics of lead tracking and lead gen campaign optimization. Basically, all leads need to be properly tracked from the generation of the contact to the sale in the best case scenario. With our platform, they are. They are clearly organized and can be processed in a targeted manner. As a result, no more leads are lost. There are no long reaction and response times and the customer experience improves significantly.
Another important issue and also a major hurdle in the B2B environment is breaking down existing data silos. This is precisely where our lead management solution comes in and enables seamless collaboration between marketing and sales. As a result, top leads can be captured and additional sales opportunities can be realized. In addition, marketing and sales benefit equally from the data and insights of the other department.
“Lead management is seamlessly integrated and the AI of the ad platforms generates a better marketing ROI, which ultimately means a massive advantage for marketing and sales, as the lead campaigns and the entire online marketing strategy can be significantly better optimized. “
The third issue: the lead data must arrive where those responsible can actually process it – otherwise the success of the campaign cannot be measured efficiently. With the matelso platform, the data is cleanly integrated into the CRM and the analytics and ad platforms – such as Hubspot, GA4 or Google Ads. This means that smart bidding is precisely tailored to your own case. Lead management is seamlessly integrated and the AI of the ad platforms generates a better marketing ROI, which ultimately means a massive advantage for marketing and sales, as the lead campaigns and the entire online marketing strategy can be significantly better optimized. A clear advantage for every online and performance marketer.
And finally, a little look into the crystal ball: what can we look forward to in the next twelve months?
matelso customers will be able to look forward to some updates to the matelso platform in the coming months. Our team there is currently working on significantly expanding the telephony functionalities. In other words, we will be offering much more convenient routing both within and outside the platform. But that’s not all. The topic of AI is also very important to us, so our customers can look forward to one or two innovations in the coming months.
The expert: Martin Hartig
As Head of Solution Management & Consulting at matelso, Martin Hartig is responsible for the continuous development of products in the areas of call tracking and lead management.
