This brand’s marketing team envisioned a comprehensive digital transformation. “We need to bring a new marketing solution that can help us connect with our new and existing customers in a personalized way. This approach will support our vision to become a customer-centric company,” said the Vice President of Marketing. To help this company scale across sales and marketing, I made recommendations for Salesforce Marketing Cloud, an AI-powered marketing and automation solution.
Data Analytics and Tailored Content: Together, we created a digital customer hub that provided Mercury Marine’s client base with information on the latest products and events. We then used Salesforce Marketing Cloud to integrate a content preference center into the customer hub, contributing to a more personalized consumer experience. Since we connected the existing Salesforce CRM to the newly-installed Marketing Cloud, dormant leads were activated through progressive profiling. Each of these leads received an email that prompted them to complete their content preferences on the digital customer hub. Those who subscribed received tailored content straight to their inbox.
Achieving Customer Success at Scale: Marketing Cloud’s Data and Audience Studio platforms were leveraged to collect customer insights and create a 360-degree customer view. We also used Journey Builder to send 1-on-1 communication at the right phase of the customer journey, thus helping the company save more than eight hours of staff time per week.