CHALLENGE
- Leads lacked prioritization for sales follow-up
- Marketing Automation tools couldn’t scale for millions of contacts
- Marketing Automation had no deep integration with Sales Cloud
- Offline interactions weren’t incorporated in Journey Builder
SOLUTION
A tightly integrated Salesforce Marketing Cloud + Sales Cloud implementation enabled behavior-driven, personalized engagement:
- Marketing Cloud Engagement: Scaled outbound communications with data-driven campaigns
- Journey Builder Orchestration: Designed pre- and post-sale journeys (cross-sell, upsell, referrals)
- Sales Integration: Bi-directional lead scoring and actionable signals for sales teams
- Event & Campaign Enablement: Landing pages for registration with engagement data fed back into journeys
OUTCOME
- Sales teams prioritized callbacks based on real-time behaviour
- Improved understanding of customer intent
- Sales reps could override automation when human insight mattered
- Marketing and sales execution became aligned
- More relevant personalized customer experiences across channels