• Marketing-Automation für T-Systems

    Targeted sales approach with Salesforce platform

T-Systems

Greater transparency for marketing and sales

With increasing digitalisation, traditional marketing has reached its limits. Today's systems have to be much faster and more innovative, and capable of adapting at any time to companies' rapidly changing business processes; the watchword is marketing automation. T-Systems Multimedia Solutions has now successfully launched such a system for its parent company T-Systems: the Salesforce-based "Marketing Automation & Campaigning" (MAC) – a platform for digital marketing. It allows targeted customer contact, creates significantly greater transparency throughout the marketing and sales process and offers better options for interacting with target groups.

  • Marketing-Automation für T-Systems

    Requirements

    Integrated tool for all departments

    The challenge was to create an integrated tool that allows cross-departmental, integrated marketing. That meant a move away from Excel sheets and Word documents and towards a self-explanatory modern platform that maps multiple activities along the customer journey, from planning campaigns to conducting marketing measures. At the same time, analysis functions were required to demonstrate the efficiency of certain measures. In addition, the solution was to make marketing more transparent, meet current compliance requirements and leave no unanswered questions regarding data privacy and data protection. Also requested: an easy-to-use system for all marketing staff that could be seamlessly integrated into the existing IT landscape – allowing data to be smoothly exchanged between e.g. marketing and the CRM system.

Solution

Collaboration tool for all channels

Building on a cloud-based CRM application by Salesforce, T-Systems Multimedia Solutions created the MAC platform. It automates marketing and creates effective lead management, allowing marketing to be organisationally and technically integrated into the sales processes. End-to-end encryption of data traffic and any personal or business-critical data used ensures maximum security. MAC's 360° view of potential customers and its multi-channel approach cover both online and offline channels, no customer or prospective customer is lost. State-of-the-art e-mail marketing is also possible. Ultimately, MAC is a powerful collaboration tool that functions as an important interface between individual units and cross-sectional departments and makes comprehensive collaboration significantly more efficient.

  • Marketing-Automation für T-Systems

    Benefits

    Greater transparency for targeted sales approaches

    MAC gives T-Systems a significantly clearer picture of every single lead, and builds the bridge between campaign management and CRM that digitalisation requires. If for example a website visitor downloads a white paper on cloud security or requests information on the subject at the T-Systems booth at CeBIT, the MAC system identifies her as a prospective customer and automatically triggers further interactions relating to this field. The MAC tool lets marketers know at all times which phase of the purchasing decision the potential customer is currently in. As a result, she receives significantly more targeted information, wastage is minimised. This intelligent and situation-related information is much better suited to generating new customer contacts and further qualifying leads in the sales process. Ultimately, MAC allows more leads to be generated and qualified with less effort.

About T-Systems

As one of the world's leading ICT service providers, T-Systems offers business customers integrated solutions for landline and mobile communications, highly secure data centres and a cloud ecosystem consisting of standardised platforms and global partnerships. In addition to traditional information and communication technology, the company's portfolio includes services for digital transformation and infrastructure, platforms and software from the cloud, and emerging technologies such as big data, Internet of things, M2M or Industrie 4.0 – based on highest ICT security.

contact person