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Salesforce Marketing Cloud enables high personalization with synchronized Sales Cloud data
A company in the automotive industry wanted to expand its marketing automation activities to provide a better experience for its customers. The company was looking for a centralized platform for marketing activities across different brands and markets that would also be compatible with the existing Salesforce Sales Cloud software - this is where Salesforce Marketing Cloud and Arlanis Reply come into play.
Cross-channel communication options were important for the customer, as they had already implemented the Salesforce Sales Cloud. Using the CRM master data from the Sales Cloud, the car manufacturer wanted to personalize its marketing content to communicate more effectively with its customers. All emails and customer journeys needed to be tailored to increase brand consistency in customer interactions.
Compliance with the GDPR requirements was a major issue for the company, with two aspects in particular playing a role:
in a dedicated environment with “transparent data encryption”
of Marketing Cloud, Sales Cloud and Heroku, ensuring seamless functionality
As part of the Salesforce family, the integration of the Marketing Cloud was easy to implement. The different clouds work seamlessly together in Salesforce - Marketing and Sales Cloud are no exception. Using both systems together enables the automation of highly personalized content on a large scale, based on customer interests and interaction behavior. Each communication now includes dynamic content tailored to individual customer attributes, as well as predefined customer journeys. To create a highly personalized experience, the new automation processes now interact with customers specifically according to their status and behavior.
To enable a continuous CRM data exchange between several Sales Cloud organizations in connection with the Marketing Cloud, Arlanis Reply has established a connection via Marketing Cloud Connect. Thanks to Arlanis Reply's many years of experience from cross-cloud projects (such as Sales, Service and Marketing Cloud), great synergy effects could be achieved for the company and its needs. In order to improve campaign management capabilities from planning to execution and reporting, Heroku was also used for the cross-cloud implementation between Marketing Cloud and Sales Cloud.
In order to implement the project efficiently, the technical requirements were discussed in the form of user stories. This method made it possible to identify the expected results of the implementation more precisely. This agile approach took into account various influencing factors, even across different projects, and identified synergy effects during implementation. There was continuous and open communication for those involved in the project in order to offer customers the best possible service.
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Arlanis Reply is a consulting company within the Reply Group that specializes in Salesforce solutions. As a long-standing Salesforce partner, Arlanis Reply supports its customers in the successful digitalization and optimization of business processes. The range of services extends from consulting and implementation to integration into complex system landscapes. With a team of certified Salesforce experts, Arlanis Reply implements innovative solutions in the areas of CRM, customer experience (CX) and marketing automation. The company relies on Salesforce technologies such as the Sales Cloud, Marketing Cloud, Service Cloud and Data Cloud as well as Mulesoft. Customers benefit from the company's extensive expertise in various sectors, including the automotive, finance, telecommunications and manufacturing industries.