Marketing Automation

Digital Services

Marketing Automation

SALESmanago is all-in-one, next generation marketing automation software used by marketing & sales teams in over 10 000 companies of all sizes. VNG Digital Group is a strategic partner of SALESmanago for Greece & Cyprus.
Identify visitors on your website
Collect behavioral and transactional data
Automate campaigns using AI
Engage your customers across all channels

#1 AI & Machine Learning Powered

SALESmanago identifies people visiting your website, analyzes their online behaviour and transactions to build complete individual customer profiles. This data is then processed by Machine Learning & AI algorithms and reasoning engine to automatically deliver fully personalized, predictive offers and customer experience to the right person in the right time in all marketing channels:

  • E-Mail Marketing
  • Live Chat
  • Your Website
  • Web Push
  • Social Media
  • Mobile Applications
  • Advertising Networks (Facebook, Google) and RTB

Using SALESmanago workflows you can automate any kind of marketing process you imagine and achieve very quick improvements of e-mail marketing effectiveness, website conversion rates and sales teams productivity.

Our simple wizards in the system allow you to make great things without the help of your IT team.

Our customers love the way we cooperate with them. We sign month-to- month agreements and offer free onboarding and training, making marketing automation project success a common challenge for us and our customers.

Identification of visitors on your website

The SALESmanago Marketing Automation system features a unique, and one of the most advanced modules currently used for identification and monitoring of website visitors. Unlike to the other analytical tools, our system provides information about the visits and behavior of specific users. This enables the system to create behavioral profiles, along with generating automatic response to their various behaviors. It is a very heart of the Marketing Automation platform.

  • The system identifies visitors to a website
  • The solution identifies the sources of visits and search phrases
  • Consecutive visits of the same visitor to a selected website are automatically identified
  • Hardware/software identification – the system recognizes the hardware, browser and operating system the visitor used to reach your website
  • Geolocation – use this feature to identify the location from which your website has been contacted

  • Unique sales knowledge about your customer’s interests
  • Knowledge of time when the customer’s sales need arises
  • Automated customer segmentation according to their interests
  • More leads in the sales process
  • More efficient use of the database of your contacts
  • Ability to monitor user behavior in response to marketing campaigns

Solutions for any market

eCommerce
Dynamic SALESmanago content is an innovative solution allowing e-stores to achieve maximum effectiveness of e-mail marketing and online sale. Personalized marketing brings effects in any business, be it specialist medical stores, e-bookshops, leading online clothing or footwear retailers.

SALESmanago Marketing Automation automates the entire process of new customer acquisition, starting with progressive pop-ups, through conversion-boosting dynamic emails to product recommendations published on websites and personalized RTB advertising – Marketing Automation impacts stores’ performance at all levels.

SALESmanago for eCommerce – examples of use:

Automated dynamic emails

  • Emails with suggestions concerning products viewed by the lead during the most recent visit
  • Emails fine-tuned according to the entire history of the lead’s visits
  • Emails with suggestions concerning products similar to those viewed by the lead
  • Emails with recommendations of products complementing those recently purchased
  • Up-selling. Messages recommending more expensive up-grades to products the lead has been interested in so far
  • Dynamic message titles fine-tuned to the contact’s product interests

Saving shopping cart:

  • Static shopping cart abandonment emails
  • Static shopping cart abandonment texts
  • Personalized shopping cart abandonment texts with personal data, information on the lead’s sex, previously allowed discounts as well as transactional data
  • Dynamic shopping cart abandonment emails presenting items added to the cart, with details of previous discounts and transactions

Newsletter personalization:

  • Message content tailored to personal details, sex, address, age and interests
  • Newsletters filtered according to the lead’s sex
  • Segmented messages sent to groups of contacts interested in particular product categories
  • Newsletters with discounts for non-active customers
  • Classical newsletters with partially personalized content
  • Personalized message titles

Progressive pop-ups:

  • pop-ups with individual discount codes only for unidentified contacts
  • pop-ups defined by the source of visit
  • pop-ups with extra credit for first order

Dynamic recommendations on website:

  • Hints on products viewed by the lead during the previous visit
  • Special individually-adjusted prices for recently viewed products
  • Boxes with recommended products based on the history of visits
  • Product up-selling directly in the shopping cart

B2B
B2B is a home market for Marketing Automation – systems belonging to this category have been developed to support sales between companies. Identification and tracking of website behaviour combined with possibilities offered by CRM support your sales operations and lead education programs. This is done to bring new customers to your business while at the same time increasing the efficiency of work and leveraging your sales force.

The systems are used by both small businesses offering local services as well as corporate customers managing sales operations on international markets.

SALESmanago Marketing Automation for B2B – examples of use

Segmentation and scoring

  • Leads are automatically assigned to segments according to their level of interest
  • Points are added for each relevant action of the lead
  • Points are added individually for particularly relevant actions
  • Traffic coming from various sources is rated independently
  • Leads are segmented according to time spent on the website and the number of pages visited

Lead Nurturing:

  • Programs educate leads who are not ready to purchase
  • Once a predefined score has been reached the system will automatically send details of your offering
  • The system will automate sales operations targeting the customers who are already negotiating with your sales staff

Leveraging your sales department:

  • Complex behavioural profiles of your leads are available on individual contact cards
  • The system tracks the behaviour of your leads during visits to websites
  • Facebook applications and events are integrated
  • Alerts containing key information are sent as soon as interest in your offering is detected.
  • System of notes and tasks supported by email reminders
  • Lead Nurturing Programs.

B2C & Retail
Marketing Automation for B2C allows personalized and automated communication with particular customers using their profiles developed on the basis of their previous transactions as well as behavioural data. In the next step, the solution enables you to reach your customers with fine-tuned messages and sales activities.

Possibilities offered by SALESmanago Marketing Automation platform are used by companies representing the full scope of products and services provided for individual customers. The Marketing Automation system is used by hotel and tourism businesses as well as consultancies and training course providers, car dealers, banks, insurance companies and legal consultancies.

Using the wide scope of possibilities offered by behavioural analysis and automated communication, companies from B2C sector can recognize their contacts’ interests and accordingly fine-tune the content of emails and the moment these should be sent as well as the look of the website and the ads published in RTB network.

How can you use SALESmanago for B2C?

Automated mailing campaigns

  • Lead Nurturing messages making the lead ready to purchase
  • Series of Welcome Messages sent after signing up for the newsletter
  • Periodic messages
  • Birthday emails with special offers
  • Segmented newsletters sent automatically after the system has detected interest in a particular product category

Dynamic emails:

  • Emails with suggestions of products viewed by the lead during the last visit
  • Emails fine-tuned according to the entire history of the lead’s visits
  • Emails suggesting products similar to those viewed by the lead

Campaigns tailored to lifecycles:

  • Offerings tailored to seasonal trends
  • Tailored offerings sent in the period when the contact made a related purchase in the previous year
  • Automated repeated sale of products expected to run out or expire over a specific period of time

Dynamic recommendations on website:

  • Supplementary sale of products on the website tailored to the contact’s searches
  • Recommendation modules based on automated analysis of contact visits
  • Dynamic recommendation pop-ups shown to hesitant visitors

Call center support:

  • Call center module providing telemarketers with real-time contact information
  • Email alerts sent to the customer service staff
  • Reports on contact behaviour/email marketing activities

Hotels and Guest Houses
The travel and tourism industry is one of the world’s largest industries where online component of researching and booking plays a very significant role. Personalized tailored offers are key to attract new customers over large competition. SALESmanago Marketing Automation is successfully used by many hotels: Royal Park, Mikołajki Resort, Qubus Hotels in Poland or international hotel chains like Mamaison and CPI Hotels.

Examples of use

Boosting B2B sales:

  • Analysis of website traffic generated by identified companies, and telephone or e-mail contacts with the companies’ contact persons
  • Alerts informing about an identified corporate customer’s interest in staying at one of the hotels
  • Automation of loyalty programmes for corporate customers having used the hotel’s services previously
  • Recommendation of additional services for hotels viewed within the website – generated individually for a specific, identified person on the website
  • Dynamic banner ads – displaying special offers and services
  • Database segmentation based on the contacts’ behaviour on the website
  • Use of the download centre, for instance for presentation of special offers to customers, or for sharing informative content in the form of e-books on SPA treatments. By offering potential customers access to a variety of materials we are able to successfully acquire new contacts and educate still undecided customers
  • Pop-up with information about a discount or an additional amount, e.g. 50 EUR, for a reservation or any service at the hotel.

E-mail campaigns:

  • Newsletter campaigns targeting customer segments already using the services of a particular venue
  • Mailings tailored to individual trends – proposing accommodation for the period in which the customer booked it in previous years
  • Classic newsletters tracking user behaviour after accessing the website
  • Sending birthday emails, for instance emails with wishes and a gift in the form of a discount code or a special birthday offer

Supporting call centres and sales departments:

  • Alerts for commercial departments informing about the customer’s interest in an accommodation or problem with choosing specific services
  • CRM system with an option of adding notes and an agenda with email reminders
  • Alerts for sales staff informing about the customer’s return to the website
  • Setting up scoring rules – assigning points to leads for an activity, for instance for clicking an email from an email campaign or visiting a given URL address. On this basis, other actions towards the leads can be designed
  • Notification settings – alerts informing about a lead exceeding a certain scoring level, generated on the basis of the customer’s activity and frequency of their visits in each category. This allows for the most promising leads in each category to be singled out
  • Facebook integration enabling the monitoring of social media events and targeting the ads through Custom Audiences

Trainings and coaching
Training and coaching business is a great place for Marketing Automation Lead Nurturing and Lead Generation programmes. Progressive pop-ups, automatic segmentation and contacts scoring is a best way to send personalized messages to new leads and educate them. Universities use unique knowledge provided by Marketing automation system to contact potential candidates. SALESmanago Marketing Automation platform is successfully used by polish universities (Wyższa Szkoła Bezpieczeństwa Apeiron, Poznańska Wyższa Szkoła Biznesu, Wyższa Szkoła Logistyki), international education companies (Young Digital Planet, Migam.pl) and specialized training and coaching firms (ITC Partners, Door Group, Akademiakreatywnosci.eu).

Examples of use

Lead Nurturing:

  • Programmes educating undecided customers
  • Offer sent automatically when a certain scoring level has been reached
  • Automated sales campaigns for leads with whom the sales department is already in contact
  • Adapting training offers to the customers’ interests
  • Personalised content sent to customers during the peak of their activity
  • Email and text messages with reminders about a training/ meeting, and thanking for participation
  • Dynamic newsletters – using the RSS feed -– sending messages about new content on a website or a blog

Supporting sales departments:

  • Extensive behavioural profiles of contacts available on individual contact cards
  • Tracking the leads’ behaviour on websites
  • Facebook integration enabling the monitoring of social media events and ads targeting through Custom Audiences
  • Alerts with key information after detecting the customer’s interest in an offer
  • System of notes and tasks with email reminders due to an advanced CRM system
  • Automated sending of offers for pre-selected groups of leads
  • Recurring emails informing about novelties
  • Automated sales campaigns for leads with whom the sales department is already in contact
  • Personalised messages and offers displayed on the Microsite
  • Dynamic banner ads – displaying personalised offers and services
  • Possibility of integration with LiveChat, Ankietka.pl, Survicate.pl

Segmentation and scoring:

  • Automatic contact segmentation on the basis of identical or similar interests
  • Points assigned for each relevant activity of the lead
  • Points assigned on an individual basis for particularly important actions
  • Segmentation on the basis of the time spent on the website and the number of subpages visited
  • Possibility of designing subscription forms for newsletters segmented by theme
  • Real-time tracking

Progressive pop-ups:

  • Pop-up with an individual discount code only for unidentified contacts
  • Pop-up depending on the training website’s traffic source
  • Pop-up with an additional discount for the first training

Finance and banking
Banks and financial institutions gather unique knowledge about their customers. It helps them tailor better credit offers and support call centers. SALESmanago Marketing Automation software is succesfully used by lead polish banks like Getin Bank or Noble Bank.

Examples of use

Supporting call centres:

  • Call centre module providing telemarketers with real-time information about the lead (Real Time Tracking module)
  • Email alerts to customer service staff, including alerts with contact details attached, which facilitates the communication process
  • Providing telemarketing staff with suggestions on loans discussing methods
  • Intelligent contact forms linked with the Call Centre
  • LiveChat integration
  • Pop-up inviting to chat with a consultant
  • Credit recommendation system – based on information entered into credit and instalment calculators and configurators
  • Customer support: inactive client or a client not using the system
  • Communication via mobile channels (SMS, Mobile Apps)
  • Email accounts in proxy mode – monitoring outbound contacts of one’s own mailbox

Integration with transaction processing systems and CRM systems:

  • Synchronisation of transactional and behavioural data between SALESmanago and the CRM (Customer Relationship Management) system in use
  • Parallel removal of opt-out contacts from client databases
  • Contacts entered by the CRM staff automatically added to SALESmanago
  • Information on the lead’s interest in an offer on a website transferred to the CRM system
  • Contact segmentation in SALESmanago based on the data coming from the CRM system
  • Monitoring of current sales and marketing staff performance

RTB ads adapted to the life cycle:

  • Ads reminding about a loan offer
  • Ads encouraging to contact a consultant displayed for customers who have not agreed to receive emails as a form of marketing
  • Ads selling additional services to customers
  • Reminders about payment or topping up
  • Advertisement tailored to the purchase campaign stage

Email campaigns:

  • Newsletter campaigns targeting customer segments already using the services of a particular institution
  • Email campaigns tailored to individual trends
  • Classic newsletters tracking user behaviour after accessing the website

Lead Nurturing:

  • Email campaigns educating the customer about the services and the offer
  • Campaigns converting demo services into paid products
  • Dynamic and personalised website content (contact forms and content)

Manufacturing companies
Marketing Automation helps identifying B2B visits, gathering brokers e-mail addresses or support sales department. Solutions for B2C/Retail and also popular in eCommerce dynamic content is a great way for companies with their own distribution network.

Manufacturing companies which successfully use SALESmanago Marketing Automation platform is a long one. Konecranes uses it to support sales and customer service departments, while Robobat uses integration with external CRM to support sales representatives. Marketing Automation system is used by optical manufacturers (MDT, Optotech), control systems providers (Archman), data storage and process centers (Queris), system and applications for business (Sage, Enova, Insoft Consulting, Streamsoft, DC), furniture (Balma, VOX), windows (Dakea), composite panels (WPC Kompozyt), wrappings (Arexim), specialized water cutting machines (Jet System), measurement devices (Mera) or label equipment (Unilogo).

Examples of use

Supporting call centres:

  • Call centre module providing telemarketers with real-time information about the lead (Real Time Tracking module)
  • Email alerts to customer service staff, alerts with contact details obtained through a contact form
  • Reports on the contacts’ behaviour
  • Providing telemarketing staff with suggestions on how to talk to institutional customers
  • Email accounts in proxy mode – monitoring outbound contacts of one’s own mailbox

Integration with transaction processing systems and CRM systems:

  • Synchronisation of transactional and behavioural data between SALESmanago and the CRM (Customer Relationship Management) system in use
  • Parallel removal of opt-out contacts from client databases
  • Contacts entered by the CRM staff automatically added to SALESmanago
  • Information on the lead’s interest in an offer on a website transferred to the CRM system
  • Contact segmentation in SALESmanago based on the data coming from the CRM system

Lead Nurturing:

  • Programmes educating customers who are not yet ready to buy
  • Offer sent automatically to the customer and an alert sent to the sales staff when a given scoring level has been reached
  • Automated sales campaigns for leads showing initial interest in purchasing specific solutions
  • Dynamic and personalised website content (contact forms and content)

Lead Generation:

  • Progressive pop-ups displayed only for anonymous customers
  • Dynamic banner ads – displayed according to the tracked contact’s behaviour
  • Dynamic pop-ups for identified leads
  • Sidebars with newsletter subscription
  • Facebook contest apps, Facebook event tracking, custom audience – targeting Facebook ads using data collected through SALESmanago
  • RTB ads for leads leaving before a contact form is finished

Law firms and tax consultants
Knowledge about law, taxes and multitude of regulations is a precious one but only when you can reach new customers. SALESmanago Marketing Automation system gathers unique knowledge about potential customers interests. Lead Nurturing cycles of messages educate potential customers about law firm competence and build trust. SALESmanago Marketing Automation platform is successfully used by law firms (AIF Kancelaria) and tax consultants (Eurotax, MISP).

Examples of use

Lead Generation:

  • Lead generation through integrated contact forms
  • Progressive pop-ups displayed only for anonymous customers
  • Customer segmentation on the basis of the elements viewed and the time spent on the website
  • Dynamic pop-ups for identified leads
  • Sidebars or pop-ups with newsletter subscription
  • Dynamic banner ads presenting a specific service – displayed according to the tracked contact’s behaviour
  • Facebook contest apps
  • RTB ads for corporate leads
  • Alerts informing about a lead exceeding a certain scoring level and about their behaviour on a website
  • Email accounts in proxy mode – monitoring outbound contacts of one’s own mailbox

Automated email campaigns:

  • Lead Nurturing messages preparing the customer for using the services
  • A series of welcome messages after the customer’s subscription to a newsletter
  • Recurring messages
  • Segmented newsletters sent automatically after detecting the customer’s interest in solving an issue in a particular field
  • Dynamic newsletters – using the RSS feed in creating dynamic messages informing about new content on a website or containing sectoral information

Boosting direct sale:

  • Integrated call centre module sending priority leads, together with a complete behavioural profile and a conversation script
  • Alerts sent to sales departments after detecting the customer’s interest in an offer
  • Automated sales campaigns autonomously moving contacts to the next stage of the cycle when their interest rises
  • SMS reminders about meetings

Car dealers
Purchasing your perfect car is a long process of research, comparison and diffrent kinds of configuration. With knowledge about you customers interests, Marketing Automation system gives you an edge over your competition. Tailored offers and personalized communication via SMS is the best way to close a deal. SALESmanago Marketing Automation system is successfully used by a companies like Peugeot Poland or Czech Republic car dealer Auto Pokorny.

Examples of use

Increasing the number of test drives:

  • Emails inviting to test drive a car the customer was interested in
  • Automated alerts to dealers requesting to contact a person who has been using a price comparison or shopping comparison website
  • Drip programmes after detecting the customer’s interest in a particular model
  • SMS reminders about a scheduled test drive

Segmentation of private and corporate customers:

  • Tracking corporate visits on a website
  • Detecting a visit of a current, tracked customer
  • Detecting interest in various sources of funding mentioned on the website, and automated educational campaigns informing the customer for instance about loan or lease possibilities

Supporting sales departments:

  • Extensive behavioural profiles of contacts available on individual contact cards
  • Tracking the leads’ behaviour on websites
  • Integration of Facebook events and apps
  • Alerts with key information after detecting the customer’s interest in an offer, a particular model, or a source of funding
  • System of notes and tasks with email reminders
  • B2B visits analysis

Lead Generation and Lead Nurturing:

  • Lead Nurturing messages preparing the customer for using an offer or services, including after sales services
  • A series of welcome messages after the customer’s subscription to a newsletter
  • Recurring messages
  • Segmented newsletters sent automatically after detecting the customer’s interest
  • Dynamic newsletters – using the RSS feed in creating dynamic messages informing about new content on a website or containing sectoral information
  • RTB service notifications
  • Dynamic and personalised website content (contact forms and content)

Bookshops and publishing houses
Bookshops and publishing houses are one of the most popular SALESmanago customers. SALESmanago Marketing Automation system is successfully used by a scientific publishers (C.H. Beck, Wolters Kluwer), books and multimedia education materials distributors (Young Digital Planet) and big bookstores like Merlin.pl or Matras. Increasing interest in audiobook stores like Audioteka or Nexto.pl is also a great place for Marketing Automation.

Examples of use

Dynamic email offers:

  • Dynamic email after the customer’s visit to the website, offering recently viewed items
  • Dynamic email reactivating customers a few weeks after their last visit to the website
  • Dynamic email adapted to the customer’s entire visit history
  • Dynamic email customised according to transactional data – proposing publications from categories previously purchased by the customer or publications by the same author
  • Dynamic email rescuing an abandoned shopping cart
  • Dynamic email subjects using the names of authors of the publications the customer viewed on the website.

Integration with the CRM and transaction processing systems:

  • Synchronisation of transactional and behavioural data between SALESmanago Marketing Automation and the CRM (Customer Relationship Management) system in use
  • Parallel removal of opt-out contacts from client databases
  • Contacts entered by the CRM staff automatically added to SALESmanago Marketing Automation system

Segmentation and scoring:

  • Automatic contact segmentation on the basis of their interest in similar types of publications or authors
  • Points assigned for each relevant activity of the lead.
  • Points assigned on an individual basis for particularly important actions
  • Segmentation on the basis of the time spent on the website and the number of subpages visited

Lead Generation:

  • Facebook contest apps, Facebook event tracking, custom audiences – Facebook ads targeting
  • Sidebars / pop-ups with newsletter subscription + discount codes sent in exchange for subscription
  • Real-time recommendation system
  • Dynamic banner ads displayed according to the contact’s activity
  • Progressive pop-ups displayed only for anonymous customers
  • Real-time alerts transferring information about the lead’s visit to the website to the sales department
  • Dynamic pop-ups for identified leads
  • Text messages with discounts and special offers

Lead Nurturing:

  • Programmes educating customers who are not yet ready to buy
  • Dynamic newsletters – using the RSS feed in creating dynamic messages informing about new content on the website
  • Offer sent automatically when a certain scoring level has been reached
  • Automated sales campaigns for leads showing initial interest in purchasing specific publications

Email campaigns:

  • Newsletter campaigns targeting customer segments who already bought publications in the bookshop or viewed a category on a website
  • Email campaigns tailored to individual trends – proposing new books in a period in which the customer purchased books in previous years
  • Classic newsletters tracking user behaviour after accessing the website, featuring personalisation
  • Birthday emails with discounts

SaaS applications
SaaS based applications can monitor their visitors behaviour – educate and nurture potential users. System will automatically send additional information about unused functions, issues with login or support service. SALESmanago Marketing Automation also educates trial version customers and invites them for a full paid version.

Examples of use

Tracking the users of an application:

  • Analysis of the frequency and effectiveness with which the offered application is used by registered users
  • Automated email reminders about the application’s features in case a low usage by a customer is detected
  • Possibility of tracking the users based on points
  • Text messages and RTB reminders if a user does not log in and does not react to email messages

Lead Nurturing for trial version users:

  • Messages informing the client about features they have not used yet
  • Separate information campaigns depending on the segment the customer is classified in
  • Dynamic messages within the application
  • Recommendation system – Nextgen module

Lead Generation:

  • Progressive pop-ups displayed only for anonymous customers
  • Dynamic pop-ups for identified leads
  • Sidebars / pop-ups with newsletter subscription
  • Facebook contest apps, Facebook event tracking, custom audiences – Facebook ads targeting
  • Dynamic banner ads displayed according to the tracked contact’s behaviour
  • RTB ads for leads without a trial account
  • Educational cycles converting demo leads into leads using a full version of the application
  • Integration with LiveChat, Ankietka.pl

Automated email campaigns:

  • Lead Nurturing messages preparing customers for purchase
  • Dynamic newsletters – using the RSS feed in creating dynamic messages with news about the application and new functions, or containing sectoral tips / information
  • A series of welcome messages after the customer’s subscription to a newsletter
  • Recurring messages with webcast invitations
  • Segmented newsletters sent automatically after detecting the customer’s interest in purchasing a license

Ticket booking
Similar to Travel agencies, booking tickets is much more common online rather than by phone and it is growing fast each year. Unique knowledge about client intrests provided by SALESmanago Marketing Automation system helps not only book tickets but also offer additional services like car rental or suggest a romantic dinner at the restaurant. SALESmanago Marketing Automation platform is successfully used by large companies like Eurolot, international booking centres like Bluesky Travel or Fru.pl, and mobile booking apps like SkyCash.

Examples of use

Email campaigns:

  • Newsletter campaigns targeting customer segments depending on categories in which they were interested on the website
  • Email campaigns with last minute deals
  • Email campaigns tailored to individual trends – suggesting tickets for events related to the content visited by the lead or in which the lead was interested on the website
  • Classic newsletters tracking user behaviour after accessing the website

Dynamic email messages:

  • Dynamic email after the customer’s visit to the website, containing tickets they looked at or typed in the search engine
  • Dynamic email reactivating customers a few weeks after their last visit to the website
  • Dynamic email adapted to the customer’s entire visit history
  • Dynamic email customised according to transactional data – proposing tickets linked to the ones the customer purchased previously
  • Dynamic email rescuing an abandoned shopping cart
  • Dynamic email proposing additional partner services together with ordered tickets

Dynamic website content:

  • Recommendation system using behavioural data about the contact’s interests during their last visit to the website
  • Dynamic suggestions about additional services proposed together with purchased tickets
  • Dynamic, one-off promotions for tickets the customer has been interested in during their last visits to the website
  • Real-time recommendation system
  • Dynamic banner ads displayed according to the contact’s activity

RTB smart remarketing:

  • Banners presenting the benefits of subscribing to a newsletter, displayed for customers who have not agreed during the registration to receive marketing messages
  • RTB ads reselling related services to customers who have just booked a ticket
  • Reminders encouraging to buy tickets with limited availability which are almost sold-out
  • Advertisement rescuing an abandoned shopping cart in case the email notification has not been opened by the customer
  • Win-back: special promotion for customers who have not visited the website for a few months after having booked a ticket

Text message marketing:

  • Personalised text message campaigns using data from the CRM system
  • SMS reminders about an abandoned order or shopping cart
  • Automatic text message with a discount coupon sent after the customer have been using the ticket search engine

Lead Generation:

  • Progressive pop-ups displayed only for anonymous customers
  • Real-time alerts transferring information about the lead’s visit to the website to the sales department
  • Dynamic pop-ups for identified leads
  • Sidebars with newsletter subscription
  • Facebook contest apps, Facebook event tracking, custom audiences – Facebook ads targeting
  • Birthday emails
  • A welcome message after the customer’s subscription to a newsletter

Travel agencies
Lots of customers and not enough offers? SALESmanago Marketing Automation system is a great solution for a fast growing online tours booking bussiness. Now you can reach every one of them with tailored offers created automatically by the system. SALESmanago Marketing Automation is successfully used by travel agencies like Rainbow or Travel Planet.

Examples of use

Dynamic email offers:

  • Dynamic email after the customer’s visit to the website, offering recently viewed tours
  • Dynamic email reactivating customers a few weeks after their last visit to the website
  • Dynamic email adapted to the customer’s entire visit history
  • Dynamic email customised according to transactional data – proposing tours to places linked with the customer’s previously purchased trips
  • Dynamic email rescuing an abandoned shopping cart
  • Dynamic email subjects using information about countries the customer was interested in

Dynamic website content:

  • Dynamic pop-up proposing help with choosing a tour
  • Progressive pop-ups for untracked contacts encouraging to subscribe to a newsletter
  • Dynamic systems recommending tours that the customer skipped during the last visit
  • Individual, real-time, on-site marketing messages, controlled manually based on information on who is visiting the website at that particular moment

Email Marketing:

  • Classic newsletters tracking the customers
  • Birthday emails
  • A welcome message after the customer’s subscription to a newsletter
  • Drip campaign – a series of educational messages sent after having detected a customer at an early stage of the purchasing process
  • Lead Nurturing – smart series of messages adjusted to the customer’s current interests
  • Win-back – email campaigns addressed to former customers that have been inactive for a longer period of time
  • Email campaigns segmented according to countries and regions viewed

Boosting direct sale:

  • Integrated call centre module sending priority leads, together with a complete behavioural profile and a conversation script
  • Alerts sent to sales departments after detecting the customer’s interest
  • Automated sales campaigns autonomously moving contacts to the next stage of the cycle when their interest rises / when they fulfil certain conditions

Lead Generation:

  • Facebook contest apps, Facebook event tracking, custom audiences – Facebook ads targeting
  • Progressive pop-ups displayed only for anonymous customers
  • Real-time alerts transferring information about the lead’s visit to the website to the sales department
  • Dynamic pop-ups for identified leads
  • Sidebars / pop-ups with newsletter subscription + discount codes sent in exchange for subscription
  • Real-time recommendation system
  • Dynamic banner ads displayed according to the contact’s activity

Retail networks with eCommerce
Increased online sales, ROPO effect, geolocation of customers – Marketing Automation used in retail networks is much more than a simple ad displayed on the website. SALESmanago Marketing Automation platform can be integrated with other systems via API (like Beacons technology). For customers recognized by mobile app a dynamic ad is displayed right after entering a store and salesman will receive all information about previous purchase.

Online sales supported by dynamic website content and personalized e-mails, is an additional but important channel for any retail shop with eCommerce. SALESmanago Marketing Automation system is successfully used by cosmetics companies (Yves Rocher), shoes shops (Sizeer), jeweler (YES), bookstores (Matras, Merlin.pl), furniture (VOX, Balma) and many more.

Examples of use

Lead Generation:

  • Facebook contest apps, Facebook event tracking, custom audiences – Facebook ads targeting
  • Sidebars / pop-ups with newsletter subscription + discount codes sent in exchange for subscription
  • Real-time recommendation system
  • Dynamic banner ads displayed according to the contact’s activity
  • Progressive pop-ups displayed only for anonymous customers
  • Dynamic pop-ups for identified leads

Using the ROPO (Research Online Purchase Offline) effect:

  • Integration of fidelity cards with the SALESmanago discount system
  • Integration of mobile apps with behavioural data
  • Leads generated offline integrated into a separate Lead Nurturing strategy
  • Integration with systems recognising the presence of an identified customer in the retail store – Beacons technology

Dynamic email offers:

  • Dynamic email suggesting products viewed by a customer during the last visit
  • Dynamic email adapted to the customer’s entire visit history
  • Dynamic email suggesting products similar to the ones viewed by the customer
  • Dynamic email suggesting products complementary to the ones recently bought by the customer
  • Up-selling – a message presenting products that are more expensive and better than the ones the contact was interested in
  • Dynamic email subjects adjusted to the lead’s interests

Rescuing shopping carts:

  • Static email after abandoning the shopping cart
  • Static text message after abandoning the shopping cart
  • Personalised text message after abandoning the shopping cart, using personal data, information on gender, previously acquired discounts and transactional data
  • Dynamic email after abandoning the shopping cart, presenting items added to the cart and using data on previous discounts and transactions
  • A series of dynamic emails after abandoning the shopping cart, sent at defined intervals and offering increasing discounts

Newsletter personalisation:

  • Email content adapted to personal data, gender, place of residence, age and interests
  • Gender-based newsletter filters
  • Segmented messages sent to customer groups interested in specific categories of products
  • Classic newsletters with some degree of personalisation
  • Personalised message subjects

Marketing Automation – everything you should know about your customers

Nowadays, the term „Marketing Automation” is not restricted to only the process of monitoring visits on websites. Systems based on marketing automation are getting gradually more often connected with Deep Data analysis, Artificial Intelligence and Machine Learning in order to provide the website users with the perfectly tailored and personalized content. At the very beginning of the technology’s development, systems based on marketing automation enabled monitoring visits on websites in real-time and delivering marketing information about current behavior of users on website – these monitored and anonymous as well. Thanks to this solution we were able to constantly react to prospects’ needs and adjust the offers not only to what they see on the website but also to what they hear from Call Center marketers, salespeople or what the see in RTB network.

Personalization
Real-time content personalization provided by marketing automation results in possibility to individually adjust the content to each of the customers’ preferences and needs and to deliver it in all the channels. But it’s just the tip of the iceberg. Using such technology you are able to replace the conventional static communication strategies applied in isolated channels with modern Marketing Automation campaigns. Thanks to this solution marketing campaigns are becoming more dynamic and they start to resemble a real dialog between a company and each of the interested customers. With personalization you are able to utilize the automatization in all points where customer interacts with the marketing company. Not only the contents you provide will be adjusted and tailored individually for all the contacts based on their interests, but also the publicity marketing automation campaigns. Moreover, with marketing automation you’ll to increase the conversion rate managing all your marketing actions. Now that we have the data about customers, what’s left? It is enough? Don’t we need analysis of any sort? Of course we do! Marketing Automation platforms allow creating and analyzing whole customer’s lifecycle.
Customer Lifecycle Analytics
Marketing Automation system provide the user with the convenient communication ways within all the stages of customer lifecycle. Managing whole lifecycle is a key for optimizing monetization of each of acquired contacts. Marketing customer lifecycle starts in their acquisition, last during the contact’s education which prepares them for a purchase, the retention and increases their loyalty. Marketing Automation measures the engagement on all the stages and provides them with fitting marketing contents. Thanks to Marketing Automation we are able not only to monitor the behavior of a customer on different stages in a lifecycle but also to analyze the engagement level and to educate them with Lead Nurturing campaigns – adjusted to each of the lifecycle stages the customer is on. With Marketing Automation we can take action to increase loyalty of the customers with the highest activity monitored by Marketing Automation platform. However, how to check the engagement level of the customers monitored by the Marketing Automation system?
Engagement or passivity?
In marketing automation processes, customer engagement is measured with engagement index, which was developed by the manufacturers of Marketing Automation platforms, i.e. SALESmanago. The marketing engagement index consists of several basic parts. The whole consists of two halves. The first one is responsible for the level of marketing commitment of the customer before signing the contract, making transactions etc. The second one defines their marketing commitment at the stage of customer retention or exit phase. The Marketing Automation system, after placing the customer on one of the halves, measures their marketing involvement considered as activity in several areas like receiving emails or behavior on website and then assigns to the appropriate phase based on the scoring. In Marketing Automation systems, we not only match marketing and sales activities to the stage of the customer’s lifecycle, but also to the extent to which they are involved at any given time. Well, we already know that our client is a committed customer. But what’s next? How will this affect our sales process?
Is it time to sell?
Support for the entire marketing lifecycle of the customer is possible due to the construction of long-term sales programs possible with Marketing Automation. It is obvious that the customer changes over time and so does his needs. Thanks to Marketing Automation, we are able to monitor these changes. Someone who buys clothes today for a 6-year-old in two years will need a completely different size of clothing and completely different products. SALESmanago Marketing Automation allows you to plan such automated sales campaigns as well as perfectly matched and tailored marketing campaigns. In the described situation, the system would receive information that the customer bought a product for a 6-year-old. Now, based on this event, using marketing automation systems, you can create a rule that will in a year send an offer for 7 year olds and in subsequent years for increasingly older children. Such an offer can be delivered to the customer in virtually any marketing channel supported by the SALESmanago Marketing Automation platform. Of course, this is just one of many cases of marketing automation usage. We can freely configure the rules and the moment of transferring new matched offers. The benefits of analyzing the customer’s lifecycle in Marketing Automation systems are in other words: better monetization of each lead thanks to Marketing Automation solutions, advanced sales opportunities – automatic cross-sell, up-sell and win-back marketing campaigns, increased customer loyalty thanks to application of marketing automation techniques and shortening the time needed for reimburse of acquisition and marketing campaigns expenses prepared for a new customer. After analyzing the lifecycle of our customer, it is time to determine their value. After all, this parameter is a very important factor for anyone who ever considered working with marketing automation platform.
Valuable customer?
Customer Value Marketing is a marketing strategy designed for B2C marketers build around the concept of customer value and marketing automation. Customer Value Marketing aims at building the highest value of a customer over time and in practice, on maximizing return on investment per customer. Customer Value Marketing is redefining traditional outbound marketing by the deployment of advanced methods of dynamic customer segmentation based on RFM (Recency – time from the last purchase, Frequency – frequency of purchases, Monetary – value of purchases) analytics, supported by behavioral (Digital Body Language) analytics used to create real-time multichannel structure of marketing automation processes along the whole customer lifecycle, from lead generation to bringing customer to most valuable segment and fostering long term relationships. After analyzing the CVM indicator, we can create e-Mail Marketing campaigns – containing dynamic marketing messages (email, newsletters). Using the automation rules available in Marketing Automation systems, we can create dynamic product recommendations and personalized contact forms (pop-up) . Thanks to the integration of our Marketing Automation system with Social Media – we will create fully customized marketing campaigns and Facebook Custom Audiences. Moreover, the Marketing Automation platform allows communication via mobile channels: sms, push and mobile applications as well as via telemarketing and direct sales. Each of these communication channels can be used simultaneously to build non-linear marketing processes (as opposed to the linear process typical for the B2B sector) and deliver the right, personalized marketing offer to the right people and at the best moment. All this can happen in real time and in many channels thanks to marketing automation. Customer Value Marketing is marketing strategy standing in contradiction to inbound marketing, as designed for B2B marketers and primarily oriented on generating leads and serving to attract and educate customers through different stages of the purchase funnel and driving website traffic by means of creating interesting content. The main marketing technique to achieve the objectives of Customer Value Marketing is RFM driven Marketing Automation based on dynamic segmentation of customers depending on transactional activity of customer over time supported by the behavioral data gathered about single customer in marketing automation platform. This new, dynamic, RFM based 360 Degree Customer View may be then used to create a totally new structure of marketing automation processes using e-mail, SMS messages, dynamic website content, mobile, social media, advertising networks, POS and direct sales to migrate the customer to the highest value segments of customers. Thanks to the use of the Marketing Automation platform, we can create: dedicated marketing campaigns for Premium Customers – those who buy the most and most often. Communication paths can be different. We can reach our clients through automated discount actions generated by the Marketing Automation platform for customers falling into less valuable segments, dynamic personalized product recommendations on the website and in automatic marketing messages. Using the segmentation, we will also create more effective marketing automation advertising campaigns for Facebook Custom Audiences groups built on the basis of customers’ purchasing activity. But what are the results? The main reason for the implementation of Marketing Automation is real growth of revenue and sales by marketing operations focused on building customer value (customer expenses and profitability over time), revenue maximization from every captured customer, marketing campaigns adjusted to ever-changing customer value as well as distinct marketing strategies to different customer groups, based on their purchasing activity. However, what if we sell goods unknown to the ordinary mortals? What if we want to target the customer for a given purchase without breaking it down with content of marketing background? Marketing Automation platforms are open to such needs and create for us a series of educational messages that do not contain marketing content.
Education is the foundation
Lead Nurturing is a new marketing concept associated with marketing lead campaigns aiming to prepare prospective customer to make a purchasing decision. Such programs can be run on Marketing Automation systems – like SALESmanago. ‚Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost per lead’ (ForresterResearch). In Marketing Automation systems, we have the possibility to create various types of information and education campaigns for our customers. The most frequently used educational programs are Drip programs they constitute the essence of Marketing Automation, understood as creating predefined information sets sent at specified intervals to particular customer groups. Using SALESmanago Marketing Automation platform you can create fine-tuned cycles to reach individual customers, different cycles designed for small and medium firms and still others for corporate customers. Targeting all these groups with the same message would negatively impact the effectiveness of sales and marketing performance. Approaching prospective customers with cycles and analyzing their reactions will in the next step facilitate lead segmentation and single out the most promising leads to be taken care of by your sales force. Automated greetings – Marketing Automation system will send dedicated messages to identified leads following their visit to your website. A well constructed greeting message may instantly identify the area of interest of your prospective customers and equip them with the knowledge about your business or your product range. For example, a customer who filled out the contact form expressing interest in a product or service for small and medium companies, automatically falls into the segment of customers covered by the cyclic marketing automation program, which sends the message first immediately after filling out the form, then another message after 3 days and another one after a week.The major aims behind Lead Nurturing is involving your leads in automated marketing program targeting them with a series of automated, customized and predefined sales, marketing or informative messages in order to maintain the contact with a prospective customer. If your leads are not interested in maintaining relations with your company, they will most likely unsubscribe or, at least, show disinterest by ignoring your emails or links. This, in turn, may exclude them from the group of prospects identified by Marketing Automation as prospects to be contacted by the sales team. Through the use of Lead Nurturing marketing automation, we can communicate key concepts to prospective customers – Lead Nurturing programs offer you the chance to unobtrusively communicate key facts, comparisons and reviews to your prospective customer. They may orientate your prospects towards the purchasing decision, which will play a key role in the entire sales process. For us it is a facilitation that will allow us to recognize the best moment for sale – analysis of customer behavior using the Marketing Automation system in response to the targeted Lead Nurturing program allows you to indicate the so-called Trigger Points – moments when it is best to contact the customer. It can be a summary assessment of the customer’s involvement in the information sent, the level of interaction with the website or the expressed particular interest in the various elements of the commercial offer, which translates into the position of the potential customer in the scoring module in the Marketing Automation system. However, what if we do not have a customer base, our site is new and we want to appear on the market? How Marketing Automation systems can help you generate potential customers?
No database – how to get a valuable customer?
Lead Generation is the process of acquiring customers, which is usually carried out by placing a contact form, telemarketing or affiliate programs on the website. The problem in generating leads is, however, the decreasing quality of potential customers leading to an increase in selling costs, which results from the fact that sales departments gain either uninformed customers or people who simply are not interested in the service. The challenge is to eliminate poor leads not interested in your products or services, who have filled out your contact form motivated by other factors. By using Lead Nurturing programs from the level of Marketing Automation systems, which enable automatic education of potential customers as well as the classification of customers into groups with specific sales potential, we can focus our sales department’s activities primarily on the best prospectives. The use of the Marketing Automation system and its opportunities to acquire contacts makes it possible to obtain contact data with every interaction of a potential customer with marketing content provided by the company. What is important, the system with Marketing Automation technology will automatically distinguish identified and anonymous contacts, thanks to which only anonymous contacts will be asked for contact details. Various, flexible and personalized forms of acquiring contacts make us start generating a lot more leads directly from anonymous traffic on the website. Another way to measure the value of your potential customers is to create an automated scoring system.
Scoring and life goals
Marketing Automation platforms (such as SALESmanago) offer one of the most innovative lead scoring modules available in Marketing Automation tools. Scoring is simply the process of automatically assigning a particular number of points to a particular lead for any detected interaction between the lead and the company. Lead scoring in Marketing Automation system builds up an objective measure of the lead’s engagement and readiness to purchase available in the contact card. Using lead scoring, you may give your sales force clear information as to the most promising leads to be contacted in the first place. The Marketing Automation system awards scoring points on the basis of the following: general scoring rules – these are the rules defined in the system settings, which relate to particular lead behaviors. Marketing Automation systems give points for: new visits to the website, new visits from ads, new visits from search words, clicking on another link in the marketing message, opening an email from the mailing generated through the Marketing Automation system, clicking an email sent from mailbox, clicking an email generated by Marketing Automation system, ‘likes’ or ‘dislikes’ as well as adding or removing a comment. Marketing Automation systems also generate detailed scoring rules – particular scoring rules – set and executed as automation rules enable you to add or deduct points for very specific behaviors, including: visits to specific url addresses (subpages), opens and clicks on particular emails, entries from specific search phrases or sources. Using lead scoring in Marketing Automation platform you can more effectively automate your sales and marketing activities and control them with regard to the actual engagement of every lead. Our users can also set a maximum score which, if reached, defines the lead as ready to purchase, after which the lead is automatically transferred to a dedicated sales rep. Lead scoring can boost your ROI on Lead generation to 200 %.
Optimization and multidimensional analysis of customer behavior
In a situation where the analysis of basic data about the activity of our customers is not enough, the Marketing Automation systems come to our aid by offering us the so-called Big Data analysis. Big Data is a new concept in marketing that is inherently associated with Marketing Automation systems. All actions in this area result from analysing large packages of quickly generated data – Big Data. As the analysis is performed in real time, all Big Data Marketing activities are triggered on an ongoing basis and are consistently based on the most recently updated customer information. This dynamic combination of customized communication and content with the customer reality supported by Marketing Automation system enables you to provide your customers with what they exactly need at this particular moment. Big Data marketing is based on real-time tracking of prospect behavior on website, data from Marketing Automation, CRM, ERP, BI and loyalty schemes, monitoring customers activity in social media – supported by integration with Marketing Automation platforms, analysis of gathered data in near real-time and personalized one-to-one communication with the customer using the optimally selected marketing automation channel. It allows recognition and selection of the best target group of recipients, creating audience segments based on their interest and providing personalized content at the right time and the appropriate communication channel adjusted to a specific customer. Another very important effect of actions from the category of Big Data Marketing is linking each new contact with a series of marketing actions on the one hand, and their behavior with the final effect on the other. Systems using marketing automation allow you to compile this data. In this way you get a full picture of your activities and a useful insight into their effectiveness. As well as this, you will be able to calculate ROMI (Return of Marketing Investment) for all campaigns that have been run. In addition to Big Data analyzes, Marketing Automation softwares offer advanced and fully automated Deep Data Integration with some of the most popular eCommerce platforms, including WooCommerce, Magento, PrestaShop and many more. The integration makes it possible to transfer much more than basic data on the behavior of people visiting your online store. It also delivers insights into their transaction history directly to SALESmanago Marketing Automation platform. The integration process itself is straightforward and fully automated. This place the eCommerce platforms integrated with Marketing Automation on a solid foundation of marketing & sales intelligence. For online stores using these platforms, this means a significant increase in sales and improvement of marketing processes. Most data integrations between eCommerce platforms and marketing & sales tools available on the market allow you to transfer only the very basic contact information such as their name, email address, phone numbers or street address to Marketing Automation systems. The Marketing Automation platform allows access to the following insights: customer behavior, purchase history, recent transactions, and revenue brought by customers. As a result, with the use of Marketing Automation tools, our users can better understand their customers and identify their needs, all in real time. In addition to transferring behavioral and transactional data, Deep Data Integration makes it possible to accurately structure the gathered information.
Segmentation and data ordering
With RFM module, users of the Marketing Automation system can analyze purchase behavior, segment the base and automate all marketing and sales activities. The contact segments built within the RFM Marketing Automation module are based on 3 basic information such as the time from the last purchase, the frequency of purchases and the monetary value of purchases. These data can be freely collated and based on them, the preferences and purchase trends among customers can be analyzed. The combination of Big Data and advanced features of the marketing automation platform takes customer analysis to a whole new level. The Marketing Automation platform allows you to run one-time or periodical, fully automated marketing campaigns for specific customer segments. Moreover, marketing automation activities will take place in real time, in all available communication channels. As a result, it allows full personalization of marketing communication by providing the right offers to the right people at the right time, place and channel. If you think that you are not able to predict the choices of your customers, then nothing further from truth! The Marketing Automation platform is the answer. Thanks to Marketing Automation systems, we can monitor current and historical data on contact activity and transactions, and analyze their purchase path – so-called Customer Journey. The marketing automation platform will match the offer to each of the customers by choosing the best communication channel. Personalization of marketing content is based on the behavior of not only identified contacts, but also anonymous people visiting a given website. Automatic recognition of future customers’ purchase needs, supported by artificial intelligence, enables effective implementation of predictive marketing. As a result, you can address your customers with the right offer shortly before or when the need arises. What benefits will we get from Deep Data analysis combined with Marketing Automation? Unlimited flow of complete behavioral and transactional data about potential and current customers in real time, easy and fully automated management of unique knowledge about users visiting your website, adapting the offer to the behavioral profile of the user and real-time purchase, the possibility of creating an effective marketing and sales strategy based on dynamic customer segments in all communication channels, the possibility of creating a multi-channel marketing automation structure, taking into account the full lifecycle of the customer, personalization of marketing communication based on the behavior of identified and anonymous contacts, and real-time recommendation of products and services to the needs and interests of consumers. Is Marketing Automation, however, a closed chapter, with no possibility of further development? How do the Marketing Automation platforms respond to changes related to the introduction of artificial intelligence?
SAI & Machine Learning
Traditional Marketing Automation cliche “Right offer to the right person at the right time” with SALESmanago Copernicus – Machine Learning & AI sounds much more clever and it goes “Right offer to the right person at the right time in the right channel”. SALESmanago Copernicus – Machine Learning & AI is an advanced self-learning algorithm that analyzes the behavior of individual customers, predicts future purchases. Then it sends personalized product recommendations according to what the algorithm deems most likely to be bought. This cutting-edge Marketing Automation tool provides insight into customer purchase history, buyer’s journey, and analyzes the way products correlate in categories, allowing for highly engaging and eye-catching offers to be delivered to individual customers. That is why it is so important to integrate data obtained through Marketing Automation platforms with data developed by AI algorithms. The technology of Machine Learning & AI Marketing is based on two recommendation models. Each is optimized to support a specific marketing approach. For inbound marketing – affinity analysis (or the so-called Inbound Predictive Marketing) and for outbound marketing – behavioral analysis (the so-called Predictive Outbound Channel). Used in tandem, the models enhance both inbound and outbound marketing activities. The mechanism of affinity analysis relies on sophisticated algorithms used in association analysis. By thoroughly analyzing transaction data and correlations between specific products and in categories, they calculate the optimal combination of items in each offer. After the resulting data is parsed and modeled, a frame with product recommendations can be shown to each customer. In addition, the use of metadata makes it possible to instantly react to changes in customer preferences. The use of metadata in Marketing Automation systems allows immediate response to changes in shopping preferences. The Marketing Automation system can employ machine learning to compare predictions from product association analysis for end customers on an ongoing basis. Then it assigns scoring to each given recommendation in order to indicate how likely that product is to be bought by individual customers. Moreover, by updating product exclusion grids, the algorithm ensures that products are not recommended to customers who already bought them. Marketing Automation systems can use the behavioral analysis conducted by Machine Learning & AI. It involves a thorough examination of the customer’s activity between the purchases and the identification of the most-frequent shopping paths connected with the purchase. The products recommended through marketing channels are selected on the basis of comparisons of customer behavior between purchases in given categories, as well as on the basis of scoring. Moreover, systems that use Marketing Automation, measure the increase in the likelihood of occurrence of a product category within one transaction. Module SALESmanago Copernicus – Machine Learning & AI will match the products for each customer and recommend the best communication channel, analyzing their shopping path – so-called Customer Journey. Marketing Automation system gathers the information about the behavior of anonymous contacts visiting the website, thanks to which the marketing content on the website can be personalized for unidentified contacts therefore you can analyze the mechanics of their behavior, both for anonymous and identified customers – Behavior Mechanisms. How can an Automated Marketing System supported by artificial intelligence affect the level of communication with the customer?
SAI & Machine Learning
Traditional Marketing Automation cliche “Right offer to the right person at the right time” with SALESmanago Copernicus – Machine Learning & AI sounds much more clever and it goes “Right offer to the right person at the right time in the right channel”. SALESmanago Copernicus – Machine Learning & AI is an advanced self-learning algorithm that analyzes the behavior of individual customers, predicts future purchases. Then it sends personalized product recommendations according to what the algorithm deems most likely to be bought. This cutting-edge Marketing Automation tool provides insight into customer purchase history, buyer’s journey, and analyzes the way products correlate in categories, allowing for highly engaging and eye-catching offers to be delivered to individual customers. That is why it is so important to integrate data obtained through Marketing Automation platforms with data developed by AI algorithms. The technology of Machine Learning & AI Marketing is based on two recommendation models. Each is optimized to support a specific marketing approach. For inbound marketing – affinity analysis (or the so-called Inbound Predictive Marketing) and for outbound marketing – behavioral analysis (the so-called Predictive Outbound Channel). Used in tandem, the models enhance both inbound and outbound marketing activities. The mechanism of affinity analysis relies on sophisticated algorithms used in association analysis. By thoroughly analyzing transaction data and correlations between specific products and in categories, they calculate the optimal combination of items in each offer. After the resulting data is parsed and modeled, a frame with product recommendations can be shown to each customer. In addition, the use of metadata makes it possible to instantly react to changes in customer preferences. The use of metadata in Marketing Automation systems allows immediate response to changes in shopping preferences. The Marketing Automation system can employ machine learning to compare predictions from product association analysis for end customers on an ongoing basis. Then it assigns scoring to each given recommendation in order to indicate how likely that product is to be bought by individual customers. Moreover, by updating product exclusion grids, the algorithm ensures that products are not recommended to customers who already bought them. Marketing Automation systems can use the behavioral analysis conducted by Machine Learning & AI. It involves a thorough examination of the customer’s activity between the purchases and the identification of the most-frequent shopping paths connected with the purchase. The products recommended through marketing channels are selected on the basis of comparisons of customer behavior between purchases in given categories, as well as on the basis of scoring. Moreover, systems that use Marketing Automation, measure the increase in the likelihood of occurrence of a product category within one transaction. Module SALESmanago Copernicus – Machine Learning & AI will match the products for each customer and recommend the best communication channel, analyzing their shopping path – so-called Customer Journey. Marketing Automation system gathers the information about the behavior of anonymous contacts visiting the website, thanks to which the marketing content on the website can be personalized for unidentified contacts therefore you can analyze the mechanics of their behavior, both for anonymous and identified customers – Behavior Mechanisms. How can an Automated Marketing System supported by artificial intelligence affect the level of communication with the customer?

You already know everything about your customer – discover what he does not know about himself

Inbound and outbound marketing activities greatly benefit from the additional information gained in the process. The knowledge on which products or categories are currently sought after the most, as well as which communication channels result in highest conversion rates, it is possible to focus on efficient solutions and optimize marketing expenditures. What is more, knowing exactly when and how customers act, helps to choose the perfect time to deliver a sales pitch and strengthens relationships between you and the customer. This entire process is what we call “Predicting Customer Journey & Behavior Mechanisms”. Just why all this? Since we have already had the opportunity to match offers to the consumer’s needs? Well, AI gives us opportunities not only to match offers depending on customer’s preferences but also to predict in what customer will probably be interested before they even think about it and hence: Get real results and grow your sales by adjusting your marketing to what consumers want to see. Thanks to the Marketing Automation system supported by AI and Deep Data, we achieve the maximum customer lifetime value in each case, maximizing the probability of purchase and minimizing the overall costs. Also we optimize the use of resources dedicated to marketing activities through detailed analysis of products and product categories that attract most attention and interest, knowledge of customer preferences and the ability to predict which products will be sold in the near future and a complex analysis of transaction data. To sum up, the Marketing Automation system acquires, collects, analyzes and responds to data from many independent sources. This allows you to take full advantage of the advantages of Big Data, AI & Machine Learning, traditional personalization or segmentation of the database. However, the biggest advantage is the ability to automate the response to the behavior of a single customer and reach him with a personalized marketing offer at the most convenient time and accurately verify the effectiveness and legitimacy of the activities and thus reduce the cost of obtaining a single customer getting the most revenue from each valuable lead.

Over 10 000 customers worldwide

An Italian company associated by every coffee maniac with the best quality coffee machines.DeLonghi offers innovative and technologically advanced household equipment.

Pizza Hut is an American restaurant chain and international franchise, known for its Italian-American cuisine menu including pizza and pasta, as well as side dishes and desserts. The company has over 15,000 locations worldwide as of 2015.

Timberland, a wholly owned subsidiary of VF Corporation, is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it.

Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was founded in Seattle, Washington in 1971. As of November 2016 it operates 23,768 locations worldwide.

The only major company to make or assemble more than 4 million pairs of athletic footwear per year in the USA, which represents a limited portion of our US sales. Where the domestic value is at least 70%, we label our shoes Made in the US.

Contact today with VNG Digital Marketing for more info about SALESmanago marketing automation platform




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