matelso connect 24: marketing and sales in harmony – presentations and insights

At matelso connect 24, leading minds from marketing and sales came together to share innovative approaches and best practices. The event revolved around the motto “Marketing & Sales, stronger together” and showed how close cooperation between the two areas can improve the target group’s customer journey and maximize business success. The bottom line: the differences between sales and marketing must be broken down and the existing silos between marketing and sales teams torn down. Only then can the right marketing mix be found and marketing strategies, sales targets and the sales strategy be aligned – to better market a product or service and generate more sales.

From the use of call tracking and the integration of data and insights in CRM, ad and analytics systems to the latest online marketing trends – the speakers offered valuable insights.

Editorial advice: All of the following presentation videos are in German. To use them in English please activate the subtitle fuction in YouTube!

• Dr. Michael Stiller, effektweit: Marketing or sales? It doesn’t matter! The customer counts.
• Ercan Kantar, Supersol IT Solutions: Bridging the Gap: Creative call tracking use cases for better leads
• Martin Hartig, matelso & Simon Hillesheim, Promedica Plus: matelso platform in use for Promedica Plus
• Mario Jung, OMT: Online marketing trends you should definitely know about!

Key learnings:

• Customer in focus: Regardless of whether marketing or sales is in the lead, the customer is always at the center of all activities.
• Consistent communication: Communication along the entire customer journey must always be consistent and clear – this is the only way to achieve success.
• Overcome barriers to purchase: At the very beginning, the financial, time, physical and mental purchase barriers of the target group must always be analyzed and addressed.
• Marketing challenges: Relevant messages need to be created in order to break through the flood of information and attract the customer’s attention.
• Challenges in sales: The right starting points must be found in order to understand the motivation and ability of customers and use them in a targeted manner.

Ercan Kantar’s presentation will focus on the use of call tracking and the value of the technology in companies’ lead gen strategy. He explains why call tracking is essential for marketing efficiency and how (online) marketers can implement it in three steps. Ercan Kantar emphasizes the importance of telephone contact for new customer acquisition and shows how call tracking can be used not only to measure, but also to integrate and optimize marketing processes – using exciting and creative use cases that generate new customers.

Key learnings:

• Why Call Tracking: Call Tracking increases marketing efficiency by making the success of campaigns more measurable and optimizing the overall marketing strategy.
• How Call Tracking works: The technology can be implemented in three steps: Book call number pool, embed code snippet and configure pushes.
• Creative use cases: Call tracking can be used for more than just tracking. It enriches data and thus improves the buyer journey.
• Reporting and bidding optimization: Telephone conversions must always be viewed as signals of success in order to optimize bidding strategies.

In the first part of this presentation, Martin Hartig will show how the matelso platform takes marketing and sales to a new level. He will also show how the platform helps to break down silos and promote seamless collaboration. By integrating all communication channels and inquiries in one place and integrating the collected data into CRM, analytics and ad systems, it creates transparency and optimizes campaigns. Ultimately, the similarities between marketing and sales outweigh their differences – it’s always about shared success for the company.

In the second part, Simon Hillesheim presents in an interview with Martin Hartig how Promedica Plus uses the solution and what benefits the company expects from the matelso platform in day-to-day operations for the company and its sales staff.

Key learnings:

• Breaking down silos: The matelso platform promotes collaboration between the marketing department and the sales team by integrating data and processes.
• Bundle communication channels: In just five minutes, all communication channels are activated and inquiries are targeted to the right teams.
• Create transparency: Complete transparency is created on campaign successes and marketing ROI and no lead is lost anymore.
• Use valuable data: Data flows into analysis and ad platforms in real time. The result: optimized campaigns and sales processes that reduce the differences between marketing and sales.

In his presentation, Mario Jung presented the most important online marketing trends for 2024 that will significantly improve both marketing and sales. He emphasized that AI is the most important trend that is revolutionizing content creation and marketing automation. In addition, the accessibility of websites is becoming increasingly important in order to improve the user experience. Sustainability and (short) videos in social media are also key topics.

Key learnings:

• AI in marketing: AI is revolutionizing content creation through automated texts and images, which significantly increases efficiency.
• Automation in sales: Faster response times through automation significantly increase conversion rates.
• Accessibility: Accessible websites promote inclusion and improve the user experience for everyone.
• Sustainability: Energy efficiency and resource-saving measures are becoming standard in web design.
• Videos in social media: User-generated content (UGC) and short videos dominate social platforms and are effective for video campaigns.