Enhancing Client Engagement with Pardot and Salesforce
Introduction
Our client, an Irish asset management and investment advisory firm, specialises in offering a range of services including venture capital and real estate investments and multi-family office services, tailored to high-net-worth individuals and families. Operating in a competitive industry, our client faced challenges such as the need for efficient client engagement, accurate data tracking, and streamlined marketing automation. Prior to partnering with Futureform, our client struggled to automate their marketing processes and lacked the tools to nurture leads and engage prospects effectively. Additionally, they did not have a marketing platform that could integrate seamlessly with Salesforce, which limited their ability to scale marketing efforts and track client communications.
Project Challenges
Our client aimed to implement a marketing automation solution aligned with Salesforce to enhance personalised campaigns, engagement tracking, and automated client nurturing. Their key challenges included:
- Lack of Automation: Manual and inefficient campaign efforts without automated nurture journeys.
- Limited Visibility: Absence of an integrated system for tracking client interactions and engagement.
- Salesforce Integration Needs: Requirement for a seamless connection between marketing and sales data.
Why Futureform?
Futureform’s expertise in integrating Pardot with Salesforce and customising automation for financial services firms positioned us as the best partner for our client. We offered an end-to-end solution to meet their needs, from setting up branded email templates to configuring advanced automation and nurturing journeys.
Solution
- Salesforce Integration: Real-time synchronisation of Salesforce data for segmentation and engagement tracking.
- Branded Emails and Domains: Vanity URLs, branded email domains, and templates aligned with the client’s identity.
- Engagement Studio: Automated journeys based on prospect behaviour for targeted lead nurturing.
- Custom Field Integration: Automated segmentation using additional Salesforce fields to enhance personalisation.
- Web Tracking: Pardot website tracking to monitor visitor behaviour and trigger automated engagements.
- User Training: Equipped 20 marketing team members to design, launch, and manage campaigns independently.
Implementation Highlights
Futureform worked closely with the client’s marketing and sales teams to ensure seamless data migration, branding, and integration. Training sessions empowered their team to operate Pardot independently, ensuring long-term success. Strong collaboration and a clear focus on business objectives enabled smooth implementation and adoption.
Results
- Reduced Manual Effort: Automated marketing processes minimised the need for manual data entry and campaign management.
- Improved Data Accuracy: Real-time synchronisation and custom fields enhanced data accuracy for better segmentation.
- Increased Efficiency: Drag-and-drop email builder, dynamic lists, and automated journeys accelerated campaign execution.
- Enhanced Client Engagement: Web tracking enabled personalised interactions based on prospect behaviour, improving lead nurturing.
Customer Experience
Our client has had an overwhelmingly positive experience working with Futureform. Our solution provided them with the tools to meet their business objectives, allowing them to automate client engagement and improve lead nurturing through personalised marketing journeys. They now have full visibility into campaign performance, prospect interactions, and client communications within one integrated system.
Looking Ahead
With Pardot now established, the client plans to scale its marketing efforts further. Leveraging the Salesforce-Pardot integration, they aim to enhance personalisation, refine client journeys, and nurture leads more effectively as they expand their client base.