The Challenge
Our client operates from more than 300 locations, delivering waste and water solutions to more than 30,000 companies. However, the company’s marketing efforts were disorganized as a consequence of using multiple marketing tools to store and segment data. This resulted in a fragmented view of prospect data, and redundant processes with each new campaign – what’s more, the decentralized approach offered only limited visibility into marketing ROI.
They needed a better-organized, automated system to engage with their target audience and generate quality leads. The company recognized that a cloud-based platform would help streamline marketing operations and improve reporting and analytics, enabling the firm to manage marketing campaigns more efficiently and quickly measure performance versus costs.
The Solution
To address these challenges, Persistent recommended Salesforce Marketing Cloud Account Engagement (formerly Pardot). Once complete, the automated solution would serve as a “single source of truth,” unifying all marketing efforts on a centralized platform and creating a holistic view of customer interactions. By leveraging the Marketing Cloud, our client could develop and launch more personalized campaigns, and enjoy a clearer picture of their leads funnel – and as our consultants point out, 63% of companies that outgrow their competitors use marketing automation.
Our initial project implementation included:
- Migrating the clients prospect data
- Setting up targeted nurturing campaigns
- Building attribution models and reporting
- Supporting the lead generation and lead qualification process
One of the key benefits of the solution was lead nurturing, — cultivating leads of customers who are not yet ready to buy. Lead nurturing anticipates buyer behavior based on identity and needs (e.g., using title, role, industry, etc.) and determines a prospect’s current stage in the buying process. Next, tactics such as personalized email outreach and social media engagement are used to build trust and advance the sales cycle. According to Salesforce, businesses that effectively nurture leads experience a 45% increase in lead generation ROI.
Through Persistent’s implementation plan, our client’s new centralized data infrastructure became more scalable and adaptable, accommodating future business growth. The cloud-based platform also supported development of automated workflows and marketing campaigns, reducing manual effort and saving time. Finally, Persistent conducted training sessions to ensure that our client’s Marketing Team fully understood how to leverage the solution’s features and maximize their effectiveness.
The Outcome
By leveraging the automation capabilities of the Salesforce Marketing Cloud, our client has transformed its marketing strategy and supercharged marketing campaigns. Once data on leads had been centralized in the Marketing Cloud, they were able to segment target customers based on demographic information and engagement history. This enabled marketers to create relevant messaging that resonated with specific customer segments, leading to higher engagement and conversion rates.
Further, the automated solution supports comprehensive reporting and analytics, helping our client shift to more data-driven and personalized campaigns. As a result, marketers can easily track key performance indicators (KPIs), measure campaign effectiveness, and monitor the impact of marketing initiatives in real time. With increased lead generation, improved lead nurturing, and enhanced analytics, our client is well positioned to continue driving growth and success in a highly competitive market.
