Salesforce Marketing Cloud: Ensuring High Data Visibility (Case Study)
A major problem encountered by many large organizations is poor visibility of their marketing data. In most cases, this problem arises because the companies use multiple sources to collect data; poor integration of data gathered from various sources prevents the businesses from getting a comprehensive view of prevailing market conditions and identifying the needs of their customers in an effective manner.
The problems of data visibility can be overcome with a high degree of efficacy by using a robust CRM system and coming up with a good data integration framework. Today, let us see how Solunus enabled a leading environmental solutions provider to resolve the problem of poor data visibility to gain the right insights in real time.
About the Client
The client is a leading provider of environmental solutions for the energy sector. They are headquartered in Seattle, Washington. They serve more than 150 customers and have a revenue of more than USD 10 billion.
The customer was having a lot of problems with integrating their data, collected from various sources. They also had issues in engaging their customers and lacked an efficacious reporting system which resulted in poor business forecasting.
Challenges Faced by the Client
Low visibility of business data
Ineffective engagement of customers
Poor coordination with sales teams
No effective data reporting system
Inability to measure the efficacy of social media initiatives
How Solunus Helped Resolve the Challenges
As part of our customized solution, we implemented Salesforce DMP, a powerful application of Salesforce Marketing Cloud, to provide a 360° view of the customer’s marketing data. Our solution also included the following.
Development of a Highly Effective Customer Engagement Model
Our experts came up with a new, data-driven framework to ensure good customer engagement. We implemented Interaction Studio (another application of Salesforce Marketing Cloud) to analyze the environmental company’s interactions with their customers and come up with measures to improve the quality of the interactions.
Creation of a System to Facilitate Effective Coordination with the Sales Team
We helped the customer come up with a robust system to ensure smooth coordination between their sales and marketing teams. As part of the system, we developed an automated mechanism, which alerts the sales team when a lead is generated, enabling it to take further action.
Setting Up a System to Enhance the Efficacy of Social Media Efforts
Our team developed an efficacious system to enable the client to make the best use of its social media handles; we developed a unified framework to manage all their social media marketing initiatives seamlessly. The framework also allows the company to capture all key social media metrics automatically, in real time.
Implementation of a Mechanism to Provide Comprehensive View of Marketing Data
We developed a simple-to-use, yet highly effective mechanism to help the environmental services provider get the full, real-time picture of their marketing activities. We customized the reports and dashboards provided by Salesforce Marketing Cloud to meet the company’s unique data needs.