Letting a score decide which lead sales sees first.
More than 400 customers, and no rating on the leads coming in.
WSW Software offers highly configurable IT logistics solutions, from consulting through development to support, and by its own account more than 400 customers worldwide use the comprehensive service around its logistics add-ons. Leads arrived without a rating: qualifying them was one of the things the project was asked to introduce.
Marketing activities were to be managed centrally and segmented by target group, and neither was in place. The new site was to move onto a user-friendly content management system the team could maintain, and the marketing automation had to be implemented in compliance with GDPR — which rules out collecting everything first and deciding later what it is for.
What counts as a qualified lead had to be settled before anything was automated.
The move to a user-friendly content management system came with the redesign, so pages could be maintained by the people who write them and the new site could be linked to the marketing automation instead of standing next to it.
SALESmanago was introduced as the marketing automation platform. GDPR compliance was a condition of that implementation, not a review at the end of it.
Then the model itself: a scoring model for lead evaluation and further qualification, with target-group-specific segmentation and persona campaigns behind it, so a lead's score decides what happens next rather than the order in which enquiries arrived.
Workshop first
A website workshop set out what the redesign had to deliver.
Semi-automated on purpose
The e-mail marketing module was set up for semi-automated communication, not for sending on its own.
Funnels for the leads
Lead funnels were built to improve how leads are managed.
Front and back end
Both ends of the new site were implemented after the workshop.
One platform, both jobs
Lead generation and lead management run in SALESmanago rather than in two tools.
Scoring, nurturing and the internal sales process became one chain.
A scoring model for lead qualification, so a lead is rated before anyone calls it
Every contact carries a score that says whether it is qualified or needs further qualification. That rating is what a sales conversation now starts from.
Lead-nurturing workflows behind the score, so a lead that is not ready is kept rather than dropped
Segmented persona campaigns address the target groups the segmentation defined, and the workflows carry a contact until its score moves.
Automated internal sales processes, so a qualified lead moves on inside the company
The internal sales steps were automated alongside the marketing ones. That is what closes the chain: scoring, then nurturing, then the process inside sales.
A new website connected to the marketing automation, so pages and campaigns sit in one system
The site was rebuilt on a content management system the team can maintain, and it links to the automation rather than standing beside it.
The score decides which lead sales sees first.
At the end WSW had a new website on a user-friendly content management system, SALESmanago and its e-mail marketing module behind it, a scoring model rating the leads that arrive, and its marketing processes automated. Nurturing workflows, segmented persona campaigns and automated internal sales processes run off that score, and the whole implementation was subject to GDPR compliance.
Qualified, confirmed leads stood at 81 %. Automated mailings reached an open rate of 53 %, and the newsletter 32 %. Three things carried the project: the website workshop as the basis for the design, clear objectives and communication inside the project team, and personalised lead generation and lead management running in one platform instead of two.
The Agentic Growth Stack in four phases.
Four phases that build on each other. Each one ends in something usable rather than a presentation — a roadmap you can budget, a platform in production, an operation the team carries, and agents working inside the process.
Plan
We establish where you stand, sharpen the goals and set a roadmap that fits your data, your processes and your organisation.
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Build
We build the platform: CRM, custom software and the data flows between them, properly integrated instead of side by side.
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Operate
We embed operations, adoption and security in everyday work, so the platform is carried by the team after the rollout.
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Automate
Agents take over recurring work, monitored and measurable, with clear rules for governance and compliance.
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