Gumtree, the classifieds platform, is increasing its focus on customer engagement with a significant investment in its customer relationship management strategy. Following the appointment of Matt Button as Gumtree’s head of CRM last summer, the company most recently signed an agreement to expand its use of Salesforce. In addition, the company has brought in Salesforce ISV partner Phrasee, an artificial intelligence (A.I.)-powered software provider.
Gumtree will be extending its use of Salesforce’s cloud technology across all of its B2B sales accounts to marketing and customer service. The cloud investment will allow Gumtree to engage more effectively with its customers across multiple channels and better understand how, when, why and where they are using the Gumtree platform. As a result, Gumtree will be able to offer a more rounded and targeted marketing service towards them.
In addition, Gumtree has brought on Phrasee to drive more customer engagement from email send outs. Phrasee’s technology uses A.I. to create impactful subject lines that encourage users to open and read email content marketing. The use of linguistic algorithms, integrated seamlessly with Salesforce Marketing Cloud Einstein’s customer journeys, will allow Gumtree to optimise the language used in marketing materials in order to make campaigns more successful, personalised and engaging.
Matt Button, Head of CRM at Gumtree said, “As a pure digital brand, we have to ensure our CRM strategy fully complements and drives our ambitions as a business. Gumtree is in a period of significant growth and change, so we need to understand and engage with our customers as effectively as possible. Choosing Salesforce was a natural choice to help us organise our data to gain better insights into our customers’ behaviour. From these insights we can develop campaigns that are truly engaging and personal. Using emerging technologies such as A.I. with Phrasee, integrated with Marketing Cloud Einstein’s full capability, will bring our CRM capability right up to speed, and a step closer to our goal of becoming the UK’s number one digital brand.”
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