Experiments with CDP and CRM: Integrating with and WhatsApp

Experiments with CDP and CRM: Integrating with and WhatsApp

Blog Article

By the beginning of 2021, Netology had built all the standard communications with clients (for example, welcome chains, reactivation, mass triggers with promotions) and accumulated a lot of new users who did not always get around to paying for courses.

We decided to dig deeper than the standard mechanics - to use triggers at the stage between the application and payment, when only Algeria WhatsApp Number List consultants communicated with the client. To synchronize the actions of the sales department, which works in amoCRM, and marketers who are responsible for Mindbox, we integrated both platforms. And to make decisions based on data, we tested a number of hypotheses.



There will be no big numbers in this story: the integration took place recently and not all the results are known. But this does not prevent us from telling about the benefits of the project, confirmed hypotheses and failures. Elizaveta Kurochkina, product manager of Netology, shared:
how a week-long CRM and CDP integration helped connect marketing and sales forever;
how not to lose revenue when WhatsApp Number Database adding or decreasing the number of communications, or what is the value of testing hypotheses;
how to free the sales department from the need to manually send messages and search for “warmed up” clients manually.

Why CDP and CRM integration was needed
The main sales of Netology courses are made through the sales department. After the client has left a request on the website, the consultant calls him to complete the purchase. Consultants mark information about missed calls and transaction progress in AmoCRM and manually send emails or WhatsApp messages to clients. And at this stage of the sales funnel, several problems arose at once:



Hypothesis
If we launch chains in WhatsApp and email for those who left a request and whom we did not reach, then such clients will be more active in contacting us via all channels: email, WhatsApp and phone. If we can automate communication in WhatsApp with the client, then we will relieve the burden on the sales department and there will be more opportunities to test hypotheses in this communication channel.
Status
We evaluated historical data and data after the launch of the mailing chain. There are no significant changes in the share of missed calls, but, on the other hand, according to Netology analysts, it is clear that people are more willing to get in touch if they interact with the mailing chain. This is due to either the fact that such clients are initially more interested in the courses, or that they are “warmed up” by the mailing. According to Netology's analytical system, last click attribution.