Overview
A reputable and successful real estate investment and development firm that has relied on Mailchimp for its email marketing needs. While Mailchimp has served them well, they are now seeking a more comprehensive and integrated platform that can support their marketing efforts and help drive business growth. After careful consideration, they have decided to migrate from Mail-chimp to Salesforce Marketing Cloud (SFMC). Salesforce Marketing Cloud is a powerful and feature-rich marketing platform that offers advanced segmentation, personalization, automation, and analytics capabilities. These tools will allow our client to engage with their customers in more meaningful and relevant ways, and to deliver personalized and targeted marketing messages.
The migration to SFMC will also enable them to streamline their marketing processes, improving efficiency and aligning their marketing and sales efforts. The company is excited about the potential of Salesforce Marketing Cloud to transform its business and drive results.
Industry: Conglomerate and Investment Firm
Region: North America
Tools: Mailchimp, Salesforce Marketing Cloud (SFMC)
Challenge
The client lacked the necessary tools for effective automated solutions for customer engagement in MailChimp, which can be addressed by migrating towards Salesforce Marketing Cloud (SFMC). SFMC provides the following capabilities and features from which the client can benefit and improve their business’ marketing efficiency that they were currently lacking:
- Advanced segmentation and personalization capabilities allow for more targeted and effective marketing campaigns. With the ability to segment and target specific groups of customers or prospects based on various characteristics, such as demographics, behaviour, or interests, they can create more relevant and engaging marketing messages.
- Comprehensive integration with other systems and teams, such as sales, enables a holistic view of customer interactions and coordinated marketing efforts. By being able to connect marketing data and activities with other areas of the business, they can get a complete picture of customer journeys and better align marketing and sales efforts.
- Robust analytics and reporting features provide deeper insights and data for optimizing marketing campaigns and driving business growth. With access to a wide range of metrics and performance indicators, the client can better understand how their marketing efforts are performing and identify opportunities for improvement.
- Streamlined marketing processes and workflow to improve efficiency and effectiveness. By using automation and other workflow tools, they can reduce manual tasks and streamline marketing processes, freeing up time and resources for more strategic activities.
- Access to a wide range of marketing tools and capabilities in a single platform simplifies the marketing technology and reduces complexity. With all the necessary marketing tools and capabilities in one place, they can avoid the need to integrate and manage multiple disparate systems and vendors.
In order to fulfil these requirements, the client sought out a partner with experience in Salesforce integrations and multi-cloud expertise, as well as a team capable of managing their complete marketing platform, including the design, planning, execution, and analysis of marketing activities.
Solution
At Revolve Softech, we implemented a targeted strategy to help our customer effectively connect with potential investors through their online platform and email communications. Our team of experienced marketing professionals provided comprehensive support, allowing the customer to concentrate on their business operations while we focused on promoting and engaging with potential investors. By utilizing our expertise in platform solutions, we were able to provide the customer with the tools and support they needed to effectively engage with potential investors and drive their business forward. Some key components of the solution included:
- Conduct a thorough analysis of the client’s current email marketing strategy and performance using Mailchimp.
- Setting up and configuring the Salesforce Marketing Cloud account for the client
- Creating users while setting up their roles and permissions.
- Setting up Sender Authentication Package, SSL, and IP Address.
- Creating Sender Profile, Delivery Profile, Reply Mail Management (RMM), and Send Classification for the use of IP Warming.
- Importing the client’s email list and segmentation into Salesforce Marketing Cloud
- Creating a Salesforce CRM platform for utilizing Marketing Cloud Connect which helps the Journey builder to listen to the various events in the Salesforce CRM and then make use of those events within Journey builder. This helps to inject subscribers within the journey and then target them for email/SMS campaigns.
- Integrate Salesforce Marketing Cloud with the client’s CRM and other marketing tools.
- Sending emails to the segmented audience while gradually increasing the volume of emails and keeping an eye on delivery and engagement rates to ensure that they remain high.
- Utilizing Data Extensions, Synchronized Data Extensions, and Attribute groups for data management.
- Reviewing and updating the client’s email templates and design elements to be compatible with Salesforce Marketing Cloud.
- Creating cloud pages as per the client’s requirement to optimize investor engagement and efficiently keep a track of their clicks and subscribers.
- Testing and verifying that all emails are delivered successfully to the client’s email list.
- Using Email Studio our team set up automated email campaigns and trigger emails based on specific actions or behaviours.
- Implementing automated solutions for investor engagement while utilizing Automation Studio and Journey Builder.
- Analysing and tracking the performance of the client’s email campaigns using Salesforce Marketing Cloud’s reporting and analytics features
- Providing ongoing support and guidance to the client as they continue to use Salesforce Marketing Cloud for their email marketing efforts.
Result
The client was able to successfully migrate from Mailchimp to Salesforce Marketing Cloud and had a fully configured and optimized account to support their email marketing efforts. They were able to effectively segment their email list and target specific audience groups with personalized campaigns. The integration with their CRM and other marketing tools allowed for seamless communication and tracking of leads and conversions. The client was able to use automated solutions to engage with investors and track the performance of their campaigns through comprehensive reporting and analytics. Overall, the client experienced improved email marketing efficiency and effectiveness through the implementation of these solutions.
Our solution not only helped the customer reach a wider audience but also allowed them to build stronger relationships with their potential investors through personalized communication and targeted marketing efforts.
