A sales, customer relationship or marketing automation team – like Cluedit – is ready to enter the life of small and medium-sized enterprises (SMEs) once the clients have already set up the core of their business (e.g. a webshop), and have opted for certain systems to support their sales.

In general, these tools will be able to fulfill the needs of sales in case of similar-sized businesses in the retail sector. They’ve found a way for sales-related automatic communication, and they use an invoice system. They’ve also put an emphasis on solving the problems of manual stock updating, and there are visible signs of pricing strategy and marketing automation efforts.

In addition, there are segments of the initial toolkit that can become weak points of the interoperable systems in later architecture. These include, for example, custom integration developments used by two systems to communicate and send data.

Marketing Automation Cluedit


1. Planning

We often see customers falling for the mostly false concept of integrating and using lots of different systems. They try to map their own processes into these systems, but instead of true automation, this only results in manual work, but on digital devices. Moreover, they expect the tool itself to polish the coherence of the processes, and with time, they’re sometimes unable to recall the original purpose of the tool. Using a digital marketing tool won’t give us marketing automation. It’s important to start planning exact expectations right when we realise the need for a solution, then once we have the clear goal, we can start building.

Salesforce Sales Cloud

1. A common platform

To avoid the previous problems, it’s worth planning far ahead, even right from the beginning, and thinking in terms of an architecture that can be built on a common platform. This will save a lot of headache and unnecessary expense later on, since the common platform inherently creates the right communication between our tools. Our data can exist and be built in one system, helping us to measure all the touch points of our business and the customer together, and identify possible improvement points.

This is exactly why Cluedit opted for the different Salesforce solutions. As well as being robust and fully customisable in a large enterprise environment, its starter packages will satisfy all our SME customers embarking on the journey of digital transformation. In each case, these solutions open up a new and value-creating world for them.

So, it’s worth planning ahead and dreaming big, but at the same time starting small and with tiny, deliberate steps.

3. From manual…

Many other businesses with e-commerce sites use Mailchimp’s solutions, with which they can provide a very important, basic level of digital marketing. They have started to collect customer data and have opened the first communication channels to existing customers. They can plan and create digital campaigns, and with the new collections they can target and convert their one-time-interaction customers into returning customers mostly through email communication.

These solutions can support online sellers for a long time, generating many new subscribers and leads if used correctly. Businesses tend to stop using these products when they realise that they’re managing their customers with a plethora of manual exports and imports on static lists, and they see how much behavioural data they could collect on those who interact with them, even before identification and purchase. Equipping a simple digital marketing tool with these data is almost impossible. They can feel the limits of the system. This is where we can really start talking about the exciting marketing automation.

4 …to automatic

A perfect tool to address these gaps is the Marketing Cloud Account Engagement solution, formerly known as Pardot. This product allows the collection of highly detailed behavioural data, even when the prospective customer is just a visitor.

We can implement dynamic lists that provide solution to manual data importing and exporting mentioned above, with a simple and transparent user interface. Imagine the logic behind our segmentation we use when we filter our static lists manually. The most critical of these are the frequently changing data, such as interests or behavioural data. We place these logics in the head of our dynamic lists, which then constantly monitor data changes in the background, and adjust the position of our interested parties in the segments that are very important to us.

There’s also another very valuable tool called engagement journeys, which can bring a campaign to life by communicating or executing instructions based on the participant’s reactions and predefined decisions.

5. Designing the experience

We see an increase in the number of clients who face the need to design and support customer experience. This means they have to step out of that often false world of what a company thinks about how its customers interact with the company, and step into the shoes of the customer. To develop this area, Cluedit started a collaboration with the enthusiastic and creative team of Humanize.

During my time in IT, this field has evolved tremendously. I’ve been involved in the development of many systems, I’ve seen solutions rise and fall. It will be a very exciting future where a marketer is no longer dealing with daily campaign launches and manual segmentations, but they’re building logical strategies and they’re fine-tuning the future of their company by measuring the implementation of these strategies. One thing is certain: the kind of digital transformation that requires the reassessment of human resources, and possibly a change of mindset is inevitable.