Case Study: ŠKODA achieves targeted marketing qualified leads with GrayMatter CRM segmentation

Skoda boosts targeted MQL generation with GrayMatter using CRM segmentation

The automotive manufacturer ŠKODA UK faced the challenge of generating more targeted marketing qualified leads for its corporate sales team. Different customer audiences required specific content and messaging, but the company needed a more sophisticated approach after migrating its data into Salesforce. Skoda partnered with vendor GrayMatter to implement a CRM segmentation solution to address this.

GrayMatter's solution utilized data segmentation profiling to deliver tailored messaging at scale through marketing automation. This approach tracked content interaction to ensure future communications were personalized to each contact's interests. The implementation resulted in a live Tableau funnel dashboard that reported engagement levels and tracked contacts throughout the customer journey, providing Skoda with measurable insights into lead generation performance.

Skoda