How $2.5 billion Celonis used unconventional marketing tactics like sending 1,500 handwritten letters to win over big customers

CelonisAlex Rinke, co-CEO and co-founder of Celonis.Alex Rinke is cofounder and joint CEO of Celonis, a Munich-based process mining unicorn founded in 2011 and valued at $2.5 billion in late 2019.'Process mining' is the use of AI and data analytics to assess and optimize business processes, like invoice processing or dealing with customer service queries.Rinke spoke to BI about how he cofounded Celonis as a student, how it was forced to embrace amusingly unconventional marketing strategies, and who he sees as the firm's biggest rival.Visit Business Insider's homepage for more stories.For all its usefulness to companies small and large, process mining might sound pretty mundane.In the context of Celonis, a German data startup founded in 2011, 'process mining' is the use of AI and data analytics

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