Combining marketing and sales with the
use of automation.

Thanks to the close collaboration with the sales team, Gazuno's marketing team can prepare content that is educational for their audience and effectively prepares them for the conversation with the person responsible for sales.

Gazuno logo

75

Automation cycles

39

Defined tags assigned to
recipients

109

Segments on contact list

*data from 2021

Gazuno helps clients understand the advantages of choosing absorption heat pumps powered by natural gas; it also delivers modern and effective heating and cooling systems that rely on renewable energy technologies.

“GetResponse provides us with a possibility of preparing resources for our marketing campaigns quickly and efficiently. It’s a platform equipped with a few crucial apps for building landing pages, hosting and recording webinars, sending communication and execute campaign ads on Google and Facebook.”

Aleksandra PyzaAleksandra Pyza, Marketing Specialist

How does GetResponse assist Gazuno?

Marketing automation helps us build a customer journey: we see who signed up for a webinar, visited the website, read the blog, downloaded the catalog, etc. Based on the collected data, we are able to recognize the subscribers ready to get in touch with the regional manager. In turn, the managers contact the leads quicker and don’t waste their time pursuing people who are not ready to make a purchase yet.

Our webinar series Gazuno’s Academy of Professionals helps us realize our marketing goals: reaching target and sales groups with high-quality content and giving the managers context for direct conversation with attendees.

Tagging based on email link clicks

Which information is important while preparing an automation cycle supporting sales?

The most important piece of information is to learn who the subscribers are. If you know who they are and what problems they have stumbled upon, you can prepare content tailored to their factual needs which in turn leads to them being interested in your emails.

How to prepare high-quality marketing content for automation cycle?

It is crucial for the marketing and sales to work together and use their complementary abilities. Regional managers in our company have direct contact with clients. They know what kind of problems the subscribers stumble upon, they observe the market, help preparing the newsletters and come forward with ideas for our webinar series Gazuno’s Academy of Professionals. Marketers follow the activity of our competitors, available products, and legal changes. When both teams are involved in the content, that’s when its impact on sales is the greatest.

Communication from the regional manager

What makes a lead nurturing cycle effective?

It is crucial for marketing and sales to work together. The effectiveness of shopping paths needs to be tested and analyzed together. Feedback is key in optimizing communication so that it has an impact on sales.

How to determine when is the right time to contact the user directly?

It is worth preparing a set of essential information that allows valuable contact with the client. An abundance of data does not make this activity easier, so it is up to the regional manager to decide which information is indispensable. We don’t want our leads to feel as if their every step had been followed. Salespeople should not waste their time analyzing data. It is all about making building relations with subscribers easier for them and quickly contacting the people who are ready for it.

What segments should you create first?

Segments represent the target group. It is worth monitoring users’ activity on the website too. There’s a high probability that people who read a case study about thermomodernization of schools are interested in getting funding for this kind of project.

Would you recommend GetResponse? Why?

Yes, I would recommend GetResponse. Product is constantly evolving, gives us new possibilities, and makes the job of our marketers way easier. GetResponse provides us with the possibility of preparing resources for our marketing campaigns quickly and efficiently. It’s a platform equipped with a few crucial apps for building landing pages, hosting and recording webinars, sending communication and executing campaign ads on Google and Facebook.

Tools used to get results

  • Landing Pages – Take advantage of a vast catalog of over 200 fully-customized landing page templates with intuitive drag-and-drop editor. You can SEO optimize the page and analyze its performance. Run A/B tests on multiple versions of the same page to know what works.

  • Marketing Automation – Bring your ideal customer journey to life with a visual marketing automation builder that grows with your needs. Schedule automated responses, emails, and reminders.

  • Webinars – Host unlimited webinars for up to 1,000 live attendees, share the stage with two or more presenters and automate sending your reminders and freebies.

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