Arvato perceived new customer acquisition to be increasingly difficult and complex, as the number of possible channels for lead generation and the opportunities for lead qualification have grown significantly in recent years. To first address this challenge strategically, Cloudbridge worked with those responsible at Arvato Systems to develop a strategic go-to-market, on the basis of which a target group-specific communications strategy was created. Cloudbridge then derived custom-fit customer journeys, which were then designed and implemented as a fully comprehensive campaign. As a scenario for the digital campaign, the success factors for a migration of SAP systems to the cloud were elaborated in various assets.
Cloudbridge then implemented this campaign as a managed service in a self-managed marketing automation technology. Social media platforms, such as LinkedIn or Xing, GoogleAds and other channels such as newsletters or web portals were chosen as application channels. After go-live of the campaign, Cloudbridge supervises it continuously, monitors its development, optimizes it if necessary, and constantly develops the campaign further based on current KPIs. In weekly regular meetings, Cloudbridge informs Arvato about the current campaign performance and discusses optimization possibilities.
André Schöpp is very satisfied with the course of the project: “Cloudbridge provided the right answers and suitable solutions to our initially formulated requirements. In addition to the technical expertise, we very much appreciate the personal support provided by the Cloudbridge team. In our weekly regular meetings, we always discuss on the basis of reliable and meaningful campaign reports.” André Schöpp also positively emphasizes the always new and creative impulses and suggestions for campaign optimization and expansion. The personal commitment of the Cloudbridge project managers goes far beyond the usual standard, praises André Schöpp. The cooperation with Cloudbridge is also characterized by the industry know-how, which Cloudbridge can draw on after more than 300 realized projects in the software and IT environment, as well as the expertise in the cloud area. “So I don’t have to explain things 5 times, Cloudbridge has its finger on the pulse there in terms of topics and content and brings a great understanding of our technologies” (André Schöpp).
Challenges that arose during the project were solved professionally. For example, it was necessary to connect the marketing automation mapped via Cloudbridge to the technologies of Arvato Systems, which was implemented in close, direct cooperation with the IT of Arvato Systems. The requirement to ensure professional and effective campaign advertising measures via social media and search engines on a permanent basis is also met on a weekly basis. Optimizations and measures are discussed together and then implemented to enable continuous promotion of the topics with a high impact in the relevant target group.
The overall project is also perceived as positive beyond marketing. By handing over concrete, qualified leads to the sales manager, marketing’s digital initiatives are highly valued by sales.