Biletomat PLG operates in the event ticket sales industry, acting as an intermediary between event organizers and end customers. Additionally, the company offers its own product – event vouchers.
Its business model differs from traditional e-commerce – the company does not sell only standard products, and users’ purchasing decisions are often made spontaneously. The offer is dynamic, and event availability changes over time.
The company works with a database of over half a million users. Communication requires precise segmentation and adaptation to various event categories and user behaviors.
Before implementing Positive User, the team used another solution, but the tool did not meet the growing needs in terms of data handling and automation.
Key challenges included:
Biletomat PLG needed a solution that would enable building scenarios based on behavioral data, support multichannel communication, and provide greater flexibility for the marketing team.
Positive User was chosen as a platform that allows step-by-step development of marketing automation, offers greater personalization capabilities, and enables independent scenario management without involving IT.
The highest-rated module by the client is automation. It allows the team to independently build logic, segments, and scenarios without involving the IT department for every change. In practice, this provides greater independence, faster idea testing, and the ability to respond to user behavior in real time.
For Biletomat PLG, the ability to segment audiences based on interests and on-site behavior is particularly important. In the event industry, users move across many categories – from pop to techno to hip-hop – so accurate communication matching is key to campaign effectiveness.
Positive User helps the company create more personalized messages tailored to factors such as the user’s city, previously viewed events, or recommended offers. This makes communication more relevant and better aligned with audience needs.
The ability to use snippets and product feeds prepared in collaboration with IT also plays a significant role. These elements help the team create dynamic content that reflects the specificity of events and the changing offer.
The team uses Positive User primarily for email marketing, but also for landing pages, forms, pop-ups, and planned SMS and onsite activities. The tool enables gradual expansion into new areas depending on business needs and available resources.
In practice, the company uses:
An important element of cooperation with Positive User is the support from the Customer Success team.
The client particularly highlights ongoing contact, regular meetings, and the availability of the technical team and account manager, Małgorzata Gancarczyk. Support includes both ongoing technical assistance and strategic consultations, as well as joint solution testing.
Thanks to this, the biletomat PLG team can operate more efficiently and develop further marketing automation areas faster.
One of the first and most important outcomes of the implementation was launching an abandoned cart recovery scenario. Previously, the company did not have such a process, and due to the nature of ticket sales, its implementation required adapting logic to event availability and offer activity. Automation made it possible to re-engage users who abandoned purchases and recover part of lost revenue.
Another key achievement was organizing and expanding email marketing communication. The company runs intensive email campaigns – in one year, it executed 577 campaigns, demonstrating the operational scale and importance of effective segmentation and automation.
Implementation results
The implementation of marketing automation directly improved email channel performance and increased control over communication.
