The Organization provides software solutions for the Supply Chain. They require to integrate their Marketing Automation with their Salesforce® CRM. This needed to support multiple geographies across their product lines.
Client Business Background
The company is a high-tech company providing software solutions and related services for supply chain management.
Client’s Current Operating Environment & Change They Required
They run numerous marketing campaigns and needed to track the leads and engagements. The solution must meet the need for assigning leads to specific operations teams across sales development resources, sales reps. Their customer support teams involve renewals and upsell.
The client required to implement a criteria-based lead qualification process that allows playbooks to assigned systematically. They need seamless integration of their product ecosystem and with other third-party products.
Solution and Approach
The marketing automation tool was properly configured and integrated with the data enrichment application to collect comprehensive data around the leads.
The leads and activity generated from campaigns were assigned to specific users based on geography, industry, and account ownership. With the solution, multiple third-party integrations were conducted seamlessly such as social media, webinars, etc.
The implemented solution provides automated campaign management which systematically manages campaign membership based on criteria. It also maintains the consistency of data between Salesforce CRM and marketing-based campaigns. Data sync and reverse syncs were setups appropriately.
Salesforce provided reporting allows marketing along with sales teams to achieve complete visibility through real-time reports. It includes open, clicks, hard bounce, soft bounce along with GDPR compliance which ensures the security of the marketing domain.
The solution provides the ability to capture live location data of prospects using the IP properties.
Using Salesforce provided Reports and dynamic Dashboards, the solution provides real-time data, analytics, and statistics.
Key Benefits
Time to respond and act on leads was greatly reduced from days to hours. Sales reps could contact the prospects as soon as they showed relevant interest. Rolling up interaction data into the lead and contact record gives a 360-degree view of the buyer. This has greatly improved the interaction of the sales team and has increased its bandwidth by 1.5x. Continuously tweaking processes improve productivity and conversions.