Marketing automation for understaffed marketing departments
Campaigndock is a marketing automation tool, developed from the need to combine different channels. This need was detected on the part of the provider (a digital printing shop) but equally on the customer side: SME’s with a small marketing team.
The goal of Campaigndock
Campaigndock had to become a very user-friendly cross-channel marketing platform. The users would be employees of understaffed marketing departments of SME’s.
Both the implementation and the use of the platform needed to happen without the intervention of an IT department.
The main goal was to allow marketers too easily manage the various communication channels and report the interactions with customers in one place.
The path of development
In various iterations, supported by a group of first users, we have developed a marketing automation tool tailored to the needs of these users.
The focus on ease of use and central reporting and the desire to limit development costs led us to reuse existing technologies or integrate existing solutions. Solutions that had already proven their effectiveness. We have chosen to develop an application running in the cloud, to reduce implementation efforts and costs and security issues. For the same reason we have chosen other cloud solutions to integrate with.
This allowed us to mainly invest in the user environment or the user interface. Making the various integrations unambiguously manageable. So that the customer would get the feeling to work within a simple and technologically homogeneous solution.
The result of our cloud and integration approach
With Campaigndock we developed a marketing automation platform with all the necessary functions for the SME marketing department, without the unnecessary complexity of enterprise solutions. A tool that, because of its ease of use, hardly needs training or guidance and, thanks to the integrated implementation, allows a multitude of channels and functions to be managed in a simple manner.
The value we developed for the marketers
This approach meant that smaller marketing departments had the same opportunities as large enterprise marketers. Without the same resources, the same complexity or the same technical support needed, they were able to roll out marketing campaigns comparable to those rolled out by enterprise marketers. They were also able to measure results and report to sales, the latter automatically, thanks to the CRM-integration.