ING Księgowość is a digital solution developed within ING Usługi dla biznesu that supports entrepreneurs in managing key accounting processes online, including issuing invoices and managing business finances.
Because the product is fully digital, effective communication with users is a critical part of its growth. The team needed a scalable way to communicate with both new and existing customers while promoting new features and services.
Before implementing Positive User, communication relied on a basic tool used for sending emails and SMS messages. When that tool was withdrawn from the Polish market, the company needed a more advanced platform that could automate communication and support marketing campaigns at scale.
After comparing several available solutions, the team chose Positive User due to its flexibility, wide range of marketing automation features, and strong price-to-capability ratio.
As the product grew, the team needed to improve the effectiveness and scalability of their marketing communication.
Key challenges included:
Additionally, operating within a banking environment introduced technological constraints that limited the ability to fully integrate all systems.
Positive User was chosen as a platform that allows organizations to gradually develop marketing automation while maintaining flexibility and operational independence for the marketing team.
The system enabled the team to manage communication channels, promotional campaigns, and marketing elements directly from one platform without requiring heavy involvement from technical teams.
This allowed ING Księgowość to implement automation step by step and adapt the platform to their evolving needs.
The foundation of the platform usage is sending email campaigns and SMS messages to customers using ING Księgowość services.
Integration with an SMS gateway allows the team to manage multi-channel communication from a single environment, making campaigns easier to coordinate and measure.
One of the first implemented automation scenarios targeted users who had started but not completed key actions within the platform.
Using events and automation workflows, the system can automatically send contextual messages encouraging users to complete registration or begin using core product features.
Automation helps ensure that communication reaches users at the right moment in their journey.
One of the most impactful implementations was a promotional code generator available directly on the website.
The mechanism allows users to generate a unique discount code that can later be used during registration or service purchase.
This solution significantly simplified the distribution of promotional campaigns and enabled the team to scale marketing initiatives more efficiently.
The generator is also used in partnership campaigns and marketing initiatives across multiple channels.
.png)
The team also uses dynamic content to send personalized emails containing individual promotional codes assigned to specific customers.
This level of personalization improves campaign relevance and increases customer engagement.
Positive User also allows the team to deploy marketing elements directly on the website without modifying the CMS.
These elements include:
This makes it easier for the marketing team to launch new campaigns and test different communication formats quickly.
An important element of working with Positive User is the support provided by the Customer Success team.
The client particularly highlights the quick response times and availability of both the technical team and the account manager, Sabina Sęk, who provides support with day-to-day questions as well as the implementation of new features.
Instructional videos and prompt responses via the support chat are also a significant help in daily operations.
One of the main goals of implementing the platform was to increase sales of accounting services and improve communication with users at key stages of their journey.
By introducing communication automation and centralizing marketing activities, the team was able to reach users more effectively and manage promotional campaigns in a more structured way. The platform also made it possible to better align communication with the stage the user is at in the product journey.
An important element of the strategy was also improving the distribution of promotions through the use of a promotional code generator available within the Coupons module. Users can easily download an individual discount code directly from the website and use it during registration or when purchasing the service. This solution simplified promotional campaign management and allowed the team to scale their marketing activities.
As a result, the company achieved 119% year-over-year sales growth, marking one of the best results in the history of campaigns of this type.
Additionally, Positive User enabled the team to launch new marketing initiatives faster and manage customer communication more effectively across multiple channels.
