How do companies with multiple locations manage to increase their visibility while efficiently managing leads?
Together with our partner matelso, we are getting to the bottom of this very question. To this end, our advanger Simon Kohl spoke with Nicole Arne. She is an expert in sales, account management, and data-driven communication processes at matelso.
In the following video and article, you will learn why integrated multi-location marketing and professional lead management are indispensable today, how companies can overcome data silos, and what role our partnership plays in this.
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Mehr InformationenNicole:
My name is Nicole. I am 27 years old and a member of the sales and account management team. I focus on consulting and support—including for our agency clients.
matelso always comes into play when PPC budgets meet desired conversations. This means that whenever leads need to be generated, we are responsible for first identifying “Where did these leads come from?” and then answering “How valuable were these leads?” We also intervene quite heavily in the lead management process and support companies in ultimately tracking these leads cleanly, following up on them, and ensuring their availability.
The three biggest challenges for multi-location companies
Simon:
When you look at the market, what are the three biggest challenges for companies with multiple locations?
Nicole:
A core problem is that each location often does its own thing.
There are:
- Individual processes
- Different tools
- No central structures
This leads to data silos, where information is not shared between headquarters and local teams. Then headquarters don’t know what works well locally and can’t provide feedback.
Another issue is the lack of communication between people and systems. When systems don’t talk to each other, chaos ensues in reporting and control.
Without a solid database, neither humans nor AI can make informed decisions. Without reporting, there can be no strategy; without structure, there can be no growth.
Structured location data is indispensable, especially for companies with many branches
Tip: Clean local listings lay the foundation for all further processes.
Fragmented tool landscapes slow down performance
Simon:
Companies with multiple locations in particular have a wide range of tools and isolated solutions. Why is this approach no longer viable?
Nicole:
Each tool has its purpose, but if they are not connected, you never get the complete picture. For example, system A might show a lead as qualified, while system B reports something entirely different. A unified data environment is essential for making informed decisions.
Especially in the age of performance marketing and AI, it is crucial to link all data centrally, otherwise you lose potential, performance and scalability.
How does matelso support companies in communication and lead management?
Simon:
How does your platform transform the day-to-day marketing and service operations for multi-location businesses?
Nicole:
At matelso, we can now offer all relevant inbound channels from a single source: telephony, chats, appointment bookings, emails and forms – all centrally via our platform.
This means:
- No more fragmented tools
- Centralised recording of all interactions
- Identifiable origin of each lead
We can also measure the value of a lead, for example, whether it is a new customer or an existing customer. This validation is invaluable in a data-driven world.
Another key challenge for local teams is accessibility. Many are simply too busy to respond promptly to every lead. That’s where we step in, providing support through:
- Our ServiceCentre, which pre-qualifies leads
- Automated solutions that ensure no leads are lost
What makes the partnership between advantago and matelso so valuable?
Simon:
matelso and advantago have been working together since 2024. What makes this partnership so strong?
Nicole:
Our collaboration is a perfect match: advantago often takes the first step by driving visibility and initial contact. Once that visibility grows, the real journey begins — and that’s where matelso steps in.
advantago ensures that companies:
And matelso is there when it comes to lead contact, qualification and management after the initial communication.
Our joint process therefore covers:
Marketing → Lead generation → Communication → Lead qualification → Evaluation.
And that’s exactly what SMEs need to be successful.
For SMEs, it is not click rates or views that are interesting, but genuine communication, valuable contacts and new customers.
How does data-driven optimisation work at matelso?
Simon:
All these processes generate a lot of data. How do you ensure that this data is valid and that the right optimisations are made?
Nicole:
We focus on the point where people communicate with each other. This is not originally a data task, but it is precisely this connection that is our strength.
We assign a unique value to every interaction and pass this data to tools like Google Analytics, Google Ads, Bing, CRM systems, or Matomo. This shifts marketing from a click-based approach to a value-driven strategy that truly reflects success.
With this insight, campaigns can be optimised more precisely because we can answer questions such as: Which campaign attracts new customers? and Which one only engages existing contacts?
What does the future hold? Bots, CRM and intelligent scaling
Simon:
What developments are on the horizon for matelso – especially in combination with advantago?
Nicole:
We are investing heavily in:
- Automation
- AI integration
- The expansion of CRM functionalities
Our goal is to further standardise and scale processes, especially for local SMEs. For example, we plan to handle inbound enquiries through calls, chats, or email bots — a solution that becomes essential when local contacts are too busy to respond.
But the process doesn’t end with the first interaction. Task management and CRM automation need to be mapped more effectively to create a truly end-to-end workflow — from lead generation to evaluation and finalisation in sales.
Conclusion: Multi-location marketing and lead management belong together
When visibility (advantago) and lead communication (matelso) are considered separately, there is a high risk of data gaps, performance loss or missed leads.
The interaction of these areas, on the other hand, creates:
- A uniform database
- Greater scalability
- Better performance
- Genuine decisions based on data rather than gut feeling alone
Expert in sales, data-driven communication and agency solutions at matelso
Nicole Arne is a member of the sales and account management team at matelso and primarily supports agencies looking to expand their data-driven service portfolio.
She combines in-depth technical knowledge with a strategic understanding of lead processes and customer focus.
Her focus: helping companies professionalise their communication processes, capture leads accurately and create data-driven added value for customers.
