As we step into 2025, Australia’s economic outlook is cautiously optimistic. Analysts project modest year-over-year growth, driven by rising real household incomes and easing inflation. However, after years of declining discretionary spending, many businesses are grappling with the challenge of optimizing their marketing strategies to maintain a competitive edge.
To explore how marketers can tackle this challenge, we spoke with Alexandre Coussy, a Revenue Champion renowned for transforming customer data into revenue-driving strategies. With over eight years of global experience in CRM marketing, Alexandre specializes in customer retention, lifecycle strategies, and marketing automation that drive both revenue and engagement. Combining technical expertise with a creative flair, he is passionate about crafting campaigns that build meaningful connections between businesses and their customers.
Alexandre provides insights into how Wunderkind empowers businesses by capturing opportunities at the bottom of the funnel, where customer intent is at its peak, and leveraging its powerful ID resolution and data capture capabilities to drive growth.
Addressing Missed Opportunities with Identity Resolution
Traditional audience targeting methods often leave businesses unable to engage with a significant portion of their web traffic. As Alexandre explains, “There’s 90-95% of people that could be anonymous, and they cannot receive the communication because we don’t know who they are.”
By using on-site strategies like personalized pop-ups to capture email and text opt-ins, brands can build comprehensive customer profiles and launch highly relevant, targeted campaigns. While text messaging can sometimes feel intrusive, its immediacy makes it an excellent tool for time-sensitive promotions, such as flash sales or product launches. Additionally, re-engaging customers who haven’t opened emails with follow-up text campaigns helps maximize conversion opportunities.
Wunderkind takes this approach further by enabling brands to identify anonymous visitors and transform them into opt-in customers. This not only expands the reach of marketing efforts but ensures businesses connect with the right audience—those who have already shown genuine interest.
Synergy with Existing ESPs
Many brands are hesitant to adopt new tools, often fearing complexity or overlap with their existing ESPs. A common misconception is that an ESP alone captures all possible triggered messaging opportunities—but this is far from true.
ESPs are typically limited, recognizing only logged-in users or existing email opt-ins where a cookie remains active. This means they miss a significant portion of site traffic. Wunderkind addresses this gap by acting as a complementary intelligence layer, identifying up to 10 times more opted-in contacts than ESPs alone.
By integrating seamlessly with existing systems, Wunderkind enhances their functionality without replacing them. This partnership approach allows businesses to maximize the value of their technology stack, unlocking untapped opportunities for engagement and growth.
Optimizing the Bottom of the Funnel
Focusing on the bottom of the funnel, where customers show high purchase intent, offers a significant opportunity for businesses. As Alexandre points out, “That’s where there are big wins for businesses to invest—where there’s high intent. There is already a lot of money left on the table for brands that are not optimizing this bottom of the funnel.”
This is where Wunderkind truly shines. “You’re only paying based on the results,” Alexandre explains, highlighting the platform’s performance-driven approach, which ensures businesses see measurable returns on their investment.
Actionable Steps for Marketers
– Invest in first-party Data: Ensure robust on-site data capture strategies are in place, using tools like Wunderkind to collect email and SMS opt-ins seamlessly.
– Prioritize personalization: Use customer insights to tailor communication across email, SMS, and on-site messages, ensuring relevance and improving engagement.
– Maximize funnel efficiency: Focus on high-intent audiences by implementing triggered messages and recovery campaigns for abandoned carts or site visits.
– Collaborate with trusted partners: Choose technology vendors who provide hands-on support during onboarding and training, ensuring long-term success.
– Educate teams and customers: Equip internal teams with the knowledge to address legal and consent-related concerns while creating transparency for consumers.
Final Thoughts
In a market where every customer interaction counts, doubling down on the bottom of the funnel with personalized, data-driven strategies can make all the difference. Tools like Wunderkind empower brands to bridge gaps, engage high-intent customers, and drive measurable growth. As Alexandre noted, investing in retention and identity resolution is not just an opportunity—it’s a necessity for staying competitive.
Ready to take your CRM strategy to the next level? Schedule a demo with Wunderkind today and start transforming your marketing performance.