Salesforce Marketing Cloud Rollout - Education

About Company:

The Client is a premier US university specializing in education. Client uses Salesforce Sales and Marketing Cloud solutions for providing a personalized experience for the prospective students visiting their website and social channels and keeping them engaged through their ‘Journey’.

Opportunity / Problem Statement:

• The client used multiple systems to track information about a customer (student) through the different stages of the student lifecycle. These systems were not communicating the relevant information to provide a personalized experience for promotions and service purposes.
• Customer lifecycle was not captured in the automation tools and the personalization on the public site and direct communication was limited.
• Marketing campaigns were tracked in excel and there was no easy way to measure the effectiveness
• System integration across the board was very limited and had data issues, users used multiple systems to get the right information

Solution Highlights:

• Created customer Journeys based on customer lifecycles. Captured different scenarios and behavior based triggers to be used for personalization.
• Developed tighter integration with Sales Cloud, Marketing Cloud, Student Management System. Removed Excel based tracking.
• Setup various emails in Email Studio for personalized and event driven experience fetching content dynamically.
• Captured all customer interactions in contact history to get a holistic view of the customer across different channels.
• Configured Social Network connectivity
• Configured Campaign tracking

The Results:

Integrated solution to different users need to use only one system to get the complete picture of the customer. Improved efficiencies and reduced errors through automation of campaign management. A consistent and personalized experience for the customers regardless of the channel.