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A Hidden Champion from Lower Bavaria shows how it’s done
Trade fairs worldwide were important events for FotoFinder Systems GmbH in order to maintain contact with customers and to address interested persons. The Corona Pandemic put a stop to this. The family business from Bad Birnbach, which manufactures medical imaging systems for dermatology, was challenged to break new ground. Webinars and video conferences, so the experience, offer many advantages for the customers – and also for the company itself. The hidden champion relies on Salesforce for the optimal, target group-oriented marketing of this offer. For the implementation of the online CRM solution, he trusted in Sellmore GmbH, which also provides further consulting.
Webinars – anything but an emergency solution
“We can tailor the content and duration of our videoconferences to the needs of our prospective customers in a very precise and efficient way,” reports Kathrin Niemela, Marketing Manager and Member of the Management Board at FotoFinder Systems GmbH. The first webinar already attracted over 500 registrations. “The interested parties really appreciated being able to follow the presentations without the usual trade show noise and then have their questions answered via chat,” Niemela adds. Qualified advice is extremely important for the products of the Hidden Champion, who has already been awarded as one of Lower Bavaria’s top companies in the field of innovation. FotoFinder Systems develops medical imaging systems, primarily for the early detection of skin cancer, but also for hair diagnostics and psoriasis documentation. For example, the automatic Total Body Mapping makes it possible to document the skin and individual moles over time. Pathological changes can thus be detected at the earliest possible time.
Salesforce – patented CRM solution for any size of company
Doctors, hospitals, practices and medical institutions worldwide are among the customers of FotoFinder Systems. Salesforce was already introduced last year to maintain customer relations and to address all those who might be interested in the family company’s products. This CRM solution enables all departments to work on a common platform to provide perfect service to the customer, from marketing and sales to support and purchasing. “This works for companies of all sizes,” emphasizes Daniel Seiler, consultant at Sellmore GmbH. The Dresden-based CRM specialist accompanied the introduction of Salesforce at FotoFinder Systems and is now available to advise the company on all questions concerning this CRM solution.
Thanks to the marketing automation tool Pardot from Salesforce, Seiler explains, the webinar participants were able to receive a target group-specific service offer. Existing addresses were informed about the new events by e-mail. An embedded link led to the website with the registration form for the webinar. Additional participants were attracted because this website was also posted on various social media channels. Good to know: By registering with the form, the basic data protection regulation compliant storage and further use of marketing-relevant information is guaranteed.
Kathrin Niemela experiences the support by Sellmore again and again as extremely positive. With the work with Pardot a custom-made target group speech is possible, and one recognizes immediately, if invitation mails were not opened. “With targeted reminders, we can then definitely win over many a participant,” she emphasizes, and remembers: “Our thank-you e-mail after the first webinar incidentally led to numerous personal conversations with the sales department and also to sales.
Scoring points in the crisis with more customer proximity
Companies that can adapt quickly and flexibly to changing market conditions have a good chance of making the most of crises such as the Corona pandemic and even generating benefits for their customers. FotoFinder Systems now creates more customer proximity with webinars than is usual at trade fairs, offers proven quality with more individuality. In addition, the company has a cost advantage for itself, as there are no stand fees or logistics costs.