LeadScoring is now integrated into MarketingPlatform

When are your customers ready to buy? Our LeadScoring function can answer that question by following your customers’ journey from being an unknown visitor to your website to becoming a named and known individual. We have created LeadScoring in MarketingPlatform as a part of our Tracking functionality.

Perhaps your company sells cars, in which case, it is very likely that you will be very familiar with a long sales and decision-making process. On the other hand, if your company sells pencils, then the decision-making process by most of your customers will be short and sweet. Of course these examples are opposite ends of a very broad spectrum, but nevertheless, it is a reality in which MarketingPlatform exists with clients from a huge variety of industries in many countries in the world.

“We have worked hard to develop a LeadScoring functionality which is customisable for all, regardless of the industry or sector in which you work. With it, you can assign points to each of your visitors based on their activity – such as a click, a page view, an opened campaign and the steps in a purchase flow – making our LeadScore functionality fully adjustable to match your business’s specific needs, and helping you identify the true potential of your visitors. All points can be individually adjusted and more flows can be set’’, says founder of MarketingPlatform, Kim Østergaard.
Marketing newsletters that are targeted correctly, which are focused precisely on each recipient needs, perform at least ten times better than one-to-many emails. This simple truth is confirmed again and again in numerous American and European research studies.

Tracking everything – from the very first click to downloads and purchases

Imagine if you could follow a customer before they even become a customer. No kidding. From before they even indicate who they are. Communicating in a targeted way with them across all platforms and channels – smartphone, tablet and computer.

This is what MarketingPlatform has developed and makes available to its customers at no additional cost. ‘’We have designed the Tracking feature to work across all CMS solutions and webshop systems. In fact, our Tracking teaches, for example, how the customer’s webshop puts an item in the basket, removes it again, and similar actions’’, explains Erik Madsen, product manager in the Vejen-based company.

For instance, within the Tracking setup, MarketingPlatform can record an ‘’Add to basket’’ action and gather all the information that is usually communicated only internally within the webshop. Many webshop owners make a kind of ‘’invisible profile’’ of the person who buys products by sending the information about the item with the click that adds it to the shopping cart.

Every action can be registered and used

Every action that comes from a recipient, a lead, or a customer, can be recorded by Tracking in MarketingPlatform.

An event can be like the example previously mentioned, where a webshop wants to profile their goods by the ‘’Add to basket’’ action. ‘’For example, an online company that sells children’s clothing can increase their knowledge through profiling by sending gender and age data of an item along with the purchase’’, says Kim Østergaard. In that way, the information can be directly used for segmentation and increased targeting, without directly asking the customers about their preferences.

It could also be a car dealer who has a lot of brochures for download on its website. The brochures are for different car models and therefore normally car dealers would need to collect different behaviours on each download. Cars are available in many brands, models, years and thus price ranges.

The Events function in MarketingPlatform supports recording each download and uses it for profiling each visitor and recipient, collecting knowledge about visitors’ car preferences, which can then be directly used in marketing campaigns.

If a customer visits a company’s website or webshop from multiple devices – smartphone, tablet and computer – those devices will be joined into one customer profile.

From the perspective of Marketing Automation

To get the most out of the knowledge gathered from Tracking and LeadScoring, automated flows, a part of the Marketing Automation concept, is a good place to start.

Abandoned shopping cart is one of the most known flows, based on actions from a webshop.

“Numerous online shoppers abandon their shopping cart. Maybe they have a change or mind or doubt about the product, maybe they don’t have a means of payment at hand, or maybe they are disturbed by their children or something else. Whatever the reason, the result is a lost deal for the online shop’’, says Kim Østergaard.

The Lost shopping cart feature gathers data on both products that are left in the shopping cart, and products that are placed in the basket and then removed. With a few clicks, MarketingPlatform can send the shopper a follow-up email automatically, both if the shopping cart is abandoned completely, the purchase is partially completed or, a combination of these two.

Another flow could be a follow-up to a particular LeadScore, perhaps gathered over many months, when the customer has visited a company’s website, made one or more purchases, abandoned a number of shopping carts and much more. All actions will accumulate a LeadScore that informs us about a visitors’ activity. Marketing campaigns can target people with a specific score, specific actions and different behaviours – or a combination of all these.

“What makes the difference for most businesses is the correct setup for their marketing automation platform. Many times it is a correct data model, combined with the right flows in an optimal composition, that makes the difference between success and mediocrity’’, concludes Kim Østergaard from MarketingPlatform. Of course, the platform itself should have features available, but how they are put to work is what will account for over half of the success.

About MarketingPlatform and Kim Østergaard

Since 1998 Kim Østergaard has run online businesses, both independently and as the man responsible for the online business of Bestseller Group. Moreover, Kim has been a consultant for a number of large multichannel retailers and in 2012 he founded MarketingPlatform, a company with a base in Vejen in South Jutland.

MarketingPlatform currently employs over 60 employees in Denmark and Macedonia, in addition to a growing number of colleagues in the countries in which the company has subsidiaries, providing sales and support to customers in countries such as South Africa, Peru, Canada, USA, Norway, Spain and Macedonia. By the end of 2019, there will also be subsidiaries in Finland, Sweden and Germany.

MarketingPlatform has just received its second ‘’Gazelle’’ award from the renowned Danish daily business newspaper ‘‘Børsen’’. In 2017, the company was also rewarded with the regional Digital Gazelle award.