A university from Indiana in the USA, specializing in assembling the policy makers, faculty, students, and alumni from different policy and political backgrounds, collaborated with Wrinom Solutions to improve its marketing functions. Wrinom solved the lead generation problems, put into practice, and provided the university’s team with the optimized email marketing journey using Salesforce Marketing Cloud.
Key Challenges Faced Before Using Salesforce Marketing Cloud
1. Inefficient Lead Generation
The authors also found that poorly set lead tracking in Marketing Cloud negatively impacted campaigns.
2. Absence of Best Practices
This forced the organisation to take time in handling campaigns since it did not have the know-how of using Salesforce Marketing Cloud.
3. Limited Knowledge of Marketing Journeys
Most team members particularly struggled to properly design and implement emails and related campaigns.
Solutions
Wrinom Solutions delivered tailored solutions to address these challenges, ensuring a robust marketing strategy:
1. Optimized Lead Generation
Issue Resolution: Recognized and resolved key problems pertaining to prospect collection and process in Salesforce Marketing Cloud.
2. Improved Existing Email Campaigning
Cloud Pages: Developed cloud pages in order to present dynamic and more relevant marketing content.
Email Templates: Established clear, professional, and aesthetically attractive templates for the use in mass e-mailing of students and alumni.
Active Marketing Journeys: Create email marketing campaigns where the client’s interactions are mapped to provide a proper customer experience at the right time.
3. Knowledge Sharing and Training
Comprehensive Training Sessions: Gave thorough guidance to all the team members on how best to design basic email templates and/or how to develop marketing journeys.
Recorded Training Modules: Made recorded sessions to share them with new team members, so knowledge sharing happens in a week.
Tools and Technologies Used
1. Salesforce Marketing Cloud
2. Salesforce Einstein
3. Pardot
4. Google Analytics
5. Tableau CRM
6. Slack
Results Achieved
1. Improved Email Communication
A range of computerised e-mail communication improved customer relations with students, alumni and policy makers.
2. Efficient Knowledge Transfer
Seminars, which were once conducted physically and usually took several weeks were changed to recorded ones and for this mattered, the time taken for the new employees to be trained was shortened.
3. Optimized Marketing Operations
Use of the best practices and automation led to the enhancement of the efficiency of the campaign and its effectiveness.
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