Press Release
Jena/Fellbach – Together with the digital agency dotSource, the manufacturer of building installation and control technology implemented a new customer relationship management (CRM) system and a marketing automation solution to manage its sales and marketing channels more efficiently and in a centralised manner. This way, the long-established company ensures that its sales activities throughout Europe are viable for the future and driven by data.
Most do-it-yourself enthusiasts are probably familiar with Eltako from their electricity boxes at home. In 1949, the German company began manufacturing and selling impulse switches. Since then, its product range has grown significantly and now encompasses switchgears, power supply units and mobile electricity metres as well as wireless buildings and smart home applications.
This means that Eltako's product portfolio is at the cutting edge of innovation. The medium-sized company turned to the digital agency dotSource to achieve the same for its sales and marketing channels. Together they decided to implement a new CRM system and a marketing automation solution.
Structured Customer Data and Data-Driven Business Thanks to Salesforce's Market-Leading Solution
An extensive evaluation of different CRM systems led to the selection of Salesforce Service Cloud. This solution makes it possible to manage customer data centrally and transparently, which was previously mainly an analogue and decentralised process. Consequently, data silos were eliminated and a stable basis for data-driven work was created. Existing tools such as Microsoft Outlook were also integrated with the new CRM system to synchronise customer communication and contact data across all sales channels. It was particularly important to involve Eltako's sales and marketing team throughout the entire process to maximise acceptance of the new system.
Advanced B2B Marketing Thanks to Automated E-Mail Campaigns
In marketing, Eltako previously also worked primarily with analogue methods. Flyers, catalogues and brochures were present on the company's website, but could hardly be used profitably for digital campaigns.
The new database in the form of the CRM system makes it possible to provide (potential) customers with tailor-made assets and automate marketing campaigns accordingly. In this context, Eltako uses Salesforce Marketing Cloud, which the dotSource consultants implemented as a logical addition to Salesforce Service Cloud. Moreover, the new systems simplify the evaluation of marketing campaigns and the monitoring of the most important key performance indicators (KPIs).
This was a crucial step forward – particularly for the international customer base, which can now be targeted with automated mailings in the desired language. For example, initial newsletter campaigns were implemented directly, addressing business customers in a personalised manner and informing them about new developments and upcoming events.
Flawless System Integration Thanks to Professional Advice and Support
Using the CRM system and marketing automation solution from Salesforce in such an effective way is only possible with professional consulting and implementation. As a full-service agency, dotSource can draw on experts specialised in various fields and was thus able to provide Eltako with excellent support for its digitalisation project. »dotSource impressed us with its reliability and commitment. There was always someone available to assist us – whether it was for specific questions or regarding the entire project,« Axel Reimann, Head of Sales for the DACH region at Eltako, comments on the project.
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