Frequentis relies on marketing automation platform Eloqua - powered by primeone
Systematic Lead Acquisition without Scattering Losses: Frequentis relies on Marketing Automation Platform Eloqua from Oracle
Leaving nothing to chance is an integral part of Frequentis' business model: The global market leader in the field of air traffic control, which started as a family business in Vienna in 1947, will celebrate its 75th anniversary in 2022. In order to systematically continue its growth course and target new customers, the company has decided to use Eloqua from Oracle for marketing automation. The goal: to provide qualified leads with the information that really interests the addressees and thereby efficiently develop new business opportunities.
Frequentis has grown over decades and, starting with civil air traffic control, has opened up a whole range of new business areas. In the meantime, the company, which is listed in Austria and Germany, handles voice and data switching for all types of control centers in the safety-critical sector: in addition to civil air traffic control, it also handles military air traffic control, blue-light organizations in the public safety segment such as fire departments, rescue services, and police, rail passenger and freight traffic, and in the maritime segment the coast guard. With its nearly 2,200 employees, Frequentis has succeeded in equipping 40,000 workstations in control centers with hardware and software systems and supporting its customers in 150 countries with industry-specific services.
Strategic bridging between marketing and sales
"We asked ourselves how we could make our marketing more measurable and increase the pipeline in sales, with which we now work very closely," explains Marcel Haar, Director of Corporate Communication Marketing at Frequentis AG. "We were looking for a way to generate qualified leads with the help of marketing automation and to create as concrete opportunities as possible for initiating business from them." One of the main goals was to use digital communication channels more effectively and efficiently to initiate business.
In the wake of the Corona pandemic, digital channels also gained enormously in importance in the industries Frequentis serves - an extremely effective driver for the plan to increasingly rely on marketing automation. Background: As a result of the pandemic, more customers were suddenly finding out about the market offering of security-related voice and data switching technologies via digital channels than before. A technology was needed to systematically use the huge data pool of information on potential customers and their individual needs to share information in a more targeted manner. Special feature: The target group of decision makers in public authorities is relatively manageable and the tendering practice for contracts is transparent and regulated. The task was to find an effective way of reaching the relevant target groups as effectively as possible with the information that was of interest to them.
Concerted teamwork from tender to go-live
The solution needed to be easy to use for users and at the same time address the requirements of a globally active company. Another important criterion: "The security requirements in our industry are so high that not even a handful of providers were able to meet them," adds Haar.
In a shortlist of providers that met the underlying criteria, Oracle initially landed among the top 3 with its Eloqua solution and was finally able to convince Frequentis of its offer. In order to get professional support for the technical implementation, the company contacted primeone business solutions, a specialized consulting and implementation company in the areas of customer experience and CRM based in Vienna. The strategic and practical consulting on the content side around the implementation project with a view to the seamless integration of the new solutions and the onboarding of the affected teams for the successful implementation of future campaigns was handled by punsch.group.
Personalized content for business customers
Frequentis started with Eloqua as a central marketing automation platform in the cloud with the Engage and Profiler modules for email marketing, including tracking and scoring. After a four-month implementation phase and the connection of Eloqua to the CRM, the go-live already took place in the fourth quarter of 2021. Since then, the users have been qualified in an iterative training process from beginner to expert. The rapid introduction of the new solution and the ability to run integrated marketing campaigns on the basis of the new solution are proof of this: The decision to bring the implementation partner primeone and the strategy consultant punsch.group together in the project from the very beginning in order to achieve the common goal in a coordinated manner was the right decision for Frequentis.
"The aim of the project was not only to communicate in a way that was appropriate for the target group, but also to run integrated campaigns on a specific topic - whether it was a product, a solution, a service or a complete portfolio," explains Haar. "The respective content and messages should be carried outward over a defined period of time via digital channels and corresponding tools and assets, as far as possible without wastage." The underlying data links from the analysis of the target group and their information needs allow very profound conclusions to be drawn about their interests, which sales can take advantage of.
Data-based analyses, campaigns and success measurements
Eloqua provides sales with the ability to play out individual content and even implement complete campaigns creatively while maintaining corporate design specifications. Data-based analysis functions make it possible to identify target groups at the customer's site according to area of activity and budget responsibility and to provide individuals with exactly the information they are interested in. Activities are monitored by means of meaningful reports that users in marketing and sales can create as needed with Eloqua.
The first positive experiences with the system have confirmed the company's decision to implement further modules and to expand the solution step by step. The plan is to connect further Oracle apps to Eloqua with standard APIs and thereby strategically expand connectivity in the social media and streaming services segments, for example. Marcel Haar sums up: "I would recommend the Oracle, primeone and punsch.group team at any time, because they proved to be flexible, dynamic and supportive during the tender and implementation. The result is a powerful toolset that will enable us to network our marketing and sales activities even more closely and effectively over the coming years."
Director of Corporate Communication Marketing