It is crucial for education providers to accurately demonstrate the effectiveness of their marketing budgets. In this success story, you will learn how Karriere Tutor uses matelso to optimize its campaign management, increase lead transparency, and thus lay the foundation for informed budget decisions.
Summary:
- Karriere Tutor: A leading provider of subsidized continuing education in Germany
- The challenge: unclear origin of offline leads and lack of availability
- The solution: Precise lead tracking with matelso
- Integration: Google Analytics, CRM, and Power BI for seamless evaluation
- The benefit: Greater efficiency through precise tracking of call leads
- The result: faster optimizations and better campaign management.
- Additional added value: Improved accessibility – marketing & sales, stronger together
- Conclusion: Successful cooperation and sustainable results
Karriere Tutor: A leading provider of subsidized continuing education in Germany
Karriere Tutor offers a wide range of subsidized training courses in areas such as human resources, sales, marketing, project management, finance, and IT. The target group is primarily job seekers who have received an education voucher. Since its founding in 2015, the company has grown rapidly and now has over 200 locations throughout Germany.
The training courses are 100% digital. Participants are provided with a laptop for the duration of the courses. This allows them to complete their training either from home or at one of the more than 200 locations. This offers maximum flexibility and contributes to the broad accessibility of the programs, which consist of live online lessons, virtual theory phases, practice sequences, and practical training.
„matelso has been very helpful in making untrackable leads trackable. We now have a clear overview of over 80% of our leads. I am particularly impressed by the feature that forwards missed calls to the sales team via email so that they can be followed up quickly – this is a real bonus for the availability of our sales team. What I particularly appreciate about working with matelso is that the service team is always there immediately when I have questions or need support. The contact persons are competent and know their stuff. Overall, working with matelso is very valuable for us.“
– Karina Pohlenz
The challenge: unclear origin of offline leads and lack of availability
Karriere Tutor invests heavily in online advertising through channels such as Google Ads, Bing, and Meta. A large proportion of the leads generated in this way are generated via telephone calls – so-called call leads or call leads. These cannot be clearly assigned to the respective campaign using conventional tracking methods.
Zudem gehen regelmäßig bis zu einem Viertel (26%) der Calls verloren, weil sie vom Vertrieb nicht angenommen werden können – die Erreichbarkeit stellt also eine zusätzliche Herausforderung dar. Dies stellte das Unternehmen vor drei große Herausforderung:
- Lack of transparency: How can the company ensure that the marketing budget invested is being used optimally?
- Unclear lead origin: Did the call actually come through a paid advertisement or another source, such as a database?
- Room for improvement in availability: If a call is not answered directly by sales, it is often lost for good, resulting in lost revenue and a higher cost per lead (CPL).
„It was always difficult to trace the origin of leads accurately. We didn’t know whether the calls came from our paid campaigns or other marketing activities.“
– Karina Pohlenz
The solution: Precise lead tracking with matelso
In September 2023, Karriere Tutor chose matelso’s lead tracking technology to overcome these challenges. The solution enables leads to be tracked accurately, allowing their origin to be determined precisely. This not only improves transparency, but also creates a solid basis for budget decisions and campaign optimization – and for a higher marketing ROI.
matelso offered Karriere Tutor the option of integrating specific phone numbers and phone number pools into its website. Since then, calls can be assigned to a specific lead. With the help of this technology, the company was finally able to accurately trace the origin of its call leads. Two variants of call tracking are used:
- Dynamic call tracking with phone number pools on the website: Visitors are uniquely identified by specific phone numbers on the website, enabling precise lead attribution.
- Static call tracking with phone numbers for campaigns: Each paid campaign is assigned its own phone number to directly identify the origin of each call.
„By integrating the call pools and specific numbers on the website, we finally have complete transparency regarding our offline leads.”
– Karina Pohlenz
Integration: Google Analytics, CRM, and Power BI for seamless evaluation
Matelso’s lead tracking solution has been integrated into Karriere Tutor’s existing systems, including Google Analytics (GA4) and CRM. The data also flows into a visualization tool, enabling in-depth analysis of leads and their origin—the perfect basis for strategic budget decisions.
The most important integrations of the system:
- Analytics tools
- CRM
- Visualization tools
The benefits: Greater efficiency through precise lead tracking—especially for calls
Since implementing matelso, Karriere Tutor has achieved remarkable benefits. Particularly noteworthy is the ability to accurately track previously “invisible” call leads and integrate them into reporting, which significantly increases marketing efficiency.
The result
A complete overview of all inbound inquiries:
- The majority of previously unassignable leads can now be clearly assigned to marketing campaigns.
- In principle, the only leads that remain unassignable are those for which consent has not been given.
„We can now finally track and verify all leads. This means we know exactly where they come from – which is a huge step forward for us.”
– Karina Pohlenz
The result: faster optimizations and better campaign management.
Thanks to improved traceability, Karriere Tutor was able to adapt its marketing campaigns more quickly. A concrete example of this was a Google Ads campaign that initially appeared promising but had a low conversion rate. By accurately tracking calls, the company was able to determine that most calls originated from the campaign but did not convert. This information enabled the campaign to be optimized, resulting in better performance.
Additional added value: Improved accessibility – marketing & sales, stronger together
The implementation of matelso brought advantages not only in marketing, but also in the sales process – thanks to significantly improved availability. Missed calls were a particular challenge. With the function of automatically forwarding calls that are not answered directly to the pre-sales team, Karriere Tutor has significantly reduced the number of missed calls and its lead costs (CPL). This not only ensures that no potential leads are lost, but also increases marketing efficiency – a real win-win situation. Additional added value: Improved availability – marketing & sales, stronger together
Conclusion: Successful cooperation and sustainable results
The collaboration between Karriere Tutor and matelso has proven to be extremely successful. Thanks to precise call tracking, the company was able to accurately trace the origin of its offline leads and manage marketing measures more efficiently. The integration with Google Analytics and CRM, as well as the ability to track missed calls, were particularly valuable.
„matelso has not only helped us track call leads, but also continuously optimize our availability and our marketing and sales processes.“
– Karina Pohlenz
Overall, continuous campaign optimization and rapid adaptation to new insights have helped Karriere Tutor improve its marketing strategies and significantly optimize its lead generation.
Lead tracking with the matelso platform
More leads, less waste, lower costs – lead tracking makes digital marketing more efficient and valuable. You too can benefit from up to 30% lower CPLs and 40% less waste – get started now!
