How FIEGE improves its campaign performance with SalesViewer® & first-party data

With a team of around 25 experts, FIEGE is concentrating intensively on optimizing its digital marketing strategy and is increasingly focusing on account-based marketing campaigns. At the heart of this is an increased focus on first-party data with the aim of increasing marketing efficiency and the accuracy of targeting.

Given the challenges involved in collecting, aggregating and interpreting this data, it was essential for FIEGE to develop methods that would enable efficient data analysis to overcome previous limitations in audience targeting – particularly on LinkedIn. Looking for a tool that could support their approach to deepening their first-party data strategy, FIEGE decided to test SalesViewer®. During this phase, the company gathered valuable insights about user behavior on their website, which were evaluated in sparring with the SalesViewer® account manager. This close collaboration and the insights gained led to FIEGE rolling out SalesViewer® company-wide within a week.

By implementing SalesViewer®, FIEGE was not only able to optimize the way it addresses its target groups, but also to develop a deeper understanding of user behaviour on its platform. This opened up the possibility of specifying the content provided in a targeted manner and adapting the navigation structure of the website accordingly. Today, SalesViewer® plays a central role in supporting FIEGE on their journey to delivering the best customer experience, with the aim of introducing potential customers to the FIEGE world in the best possible way, from the first contact on the website to the personal conversation.

Despite the long sales cycles of 12 to 24 months, FIEGE has been able to realize significant benefits by gaining knowledge of accounts that show interest in their services. SalesViewer® enables the sales force to build a robust network within these accounts, which puts FIEGE in an advantageous position to enter into dialog with potential customers even before an official tender.

Another result achieved through the use of SalesViewer® is the significant increase in the click-through rate (CTR) of LinkedIn campaigns in Accound Based Marketing. FIEGE was able to raise the CTR by 200% above the LinkedIn benchmark of 0.4. This was made possible by the in-depth insights into user behaviour and allowed FIEGE to minimize wastage and address ongoing campaigns with unprecedented precision.

With the introduction of SalesViewer®, FIEGE underlines the strategic value of first party data, increases transparency at industry and account level and has been able to improve the user experience on its own website many times over through more targeted targeting.