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Futureform Elevates Customer Experience with Salesforce Marketing Cloud

Introduction

Futureform partnered with a UK-based boutique Asset Management firm to streamline and automate their marketing operations. With manual workarounds and processes performed by multiple different teams, an innovative and consolidated solution was required to provide visibility of marketing segmentation, email sends and increase engagement.

Challenges

The client approached Futureform with multiple challenges:

  • Manual processes: customer lists for marketing initiatives and the email sends were both being processed manually, resulting in significant manual work. These processes were also being performed across multiple systems, increasing the chance of error and data inaccuracies.
  • Low customer engagement: as a result of the manual steps to complete email sends, a limited number of emails were being sent to customers, resulting in poor engagement.
  • Poorly integrated systems: the company had previously implemented Salesforce for sales processes, however marketing requirements and systems were not integrated.
  • Marketing process ownership: the company’s marketing strategy and processes were predominately owned and defined by the sales team, resulting in low engagement by the marketing team.

Solution

  • Centralised marketing platform: Futureform implemented the connector between Account Engagement and Salesforce, including the initial Salesforce to Prospect Account Engagement sync and website tracking to provide insights into site visitors.
  • 360 view of the customer: we connected Campaigns with Salesforce setup including Engagement History.
  • Repeatable approach for email sends: Email templates, branding and dynamic lists were configured in order to establish a consistent approach to emails received by customers.
  • Training sessions: to ensure rapid enablement and adoption across marketing teams at the company. These included how to use Marketing Cloud successfully to create, run and manage campaigns.

Results

Reduction of manual effort:

  • Sales no longer have to export lists to be loaded into an external system as Account Engagement has been integrated into Salesforce, forming a central system.
  • Segmentation can be managed using Account Engagement dynamic lists which removes the need for the Sales team to manually perform this task.

Increase efficiency and data accuracy:

  • The setup of the Account Engagement to Salesforce connector provides a bi-directional sync ensuring that both Salesforce and Account Engagement Prospects data are aligned.
  • The Marketing team are able to take control over segmentation for email sends.
  • The addition of the Website tracking code has provided insights into Visitor and Prospect behaviour, a net new capability for the company.

Improved branding:

  • The setup of the branded email template and form with layout template allowed the company to start making using of their Marketing Cloud account straight away, ensuring the assets created align with company branding guidelines.
  • The tracker domain setup allows a branded URL to be displayed when Marketing Ckoud landing pages and assets are viewed, allowing for a consistent end user experience.
  • Domain setup has allowed the company to send from their branded email domain, ensuring that end users are able to trust and recognise emails sent from the customer. This also allows for a seamless transition for the end user when migrating across from the old system to Marketing Cloud.

End client improvements:

  • End users are now able to manage their own preferences and unsubscribes, providing full control of what communications they would like to receive.
  • The fully branded experience from the customer perspective provides consistency and instant brand recognition.
  • The implementation of Marketing Cloud opens up the possibilities of real time triggered emails rather than just monthly sends, providing a tailored customer journey.

Conclusion

Futureform’s partnership with this client has streamlined processes, reduced manual effort and improved data accuracy through automation and real-time synchronisation. Enhanced branding capabilities ensure consistent, professional communications and allow for more personalised customer journeys. This implementation has not only improved internal efficiency but also elevated the overall customer experience.

  • Marketing cloud