We described how the fintech Zonky is able to make the most of the Salesforce Marketing Cloud’s functionalities in practice in the article ” HOW AUTOMATED CUSTOMER COMMUNICATION HELPS AT ZONKY “. Filip Paseka, then responsible for CRM at Zonky, revealed where to get leads, how to transform them into customers and how to work with them so that they are satisfied and stay with them forever.
There is no lead like a lead
Before implementing Lead Management, the supplier chinese overseas africa database Enehano and the client Zonka had to unify the terminology of lead, because the understanding in Salesforce and Zonka did not completely overlap. Before building the data model, it was necessary to define where the boundary between lead and client was.
Where to get leads from
Where do Zonky collect potential customers from today? Filip revealed that they have a very honest approach to collecting leads and use various methods – from the Zonky website, the onboarding process, through call centers or the aforementioned CloudPages. Other sources are social networks such as Facebook or banners on external websites.
The crucial moment – how to turn a lead into a customer
At Zonky, they try to make the most of every opportunity, so how consumer behavior influences marketing strategy they treat all leads the same. Both Marketing Cloud and Sales Cloud can filter data before storing it in the “core CRM system” and enable better planning of future activities. With leads, it is important to determine where they came from and then transform them into a final product. It is not just about acquiring a client, but also about long-term care so that they stay. Based on the data, they evaluate the effectiveness of individual channels and the costs of acquiring a specific lead.
When converting leads and transforming them into customers, Zonky uses the complexity of Salesforce, where in Sales Cloud, customers see comprehensive information collected from various sources on one card, whether it’s personal data, past marketing campaigns, all communication, an overview of existing products, or demand for new ones.
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