Private Holding Company Strengths Lead Conversion with Salesforce Sales Cloud, Salesforce Marketing Cloud Implementation

The Solution

The implementation of Salesforce Sales Cloud was a crucial step as the software is equipped with lead management. Sales Cloud lets the client track all lead information and creates a centralized, easy-to-access database with up-to-date customer contact information. The system’s lead tracking gave employees a clear understanding of where the lead came from and provided them with relevant information, making it easier to convert leads. The software also has automatic lead scoring, routing, and prioritization, ensuring leads get the full attention they need and that they never fall through the cracks. With the help of Sales Cloud, the client could efficiently track leads from capture to close. 
 
Salesforce Marketing Cloud was implemented to streamline the client’s marketing operations. The software allows the client to create map attributes from various data such as contacts, leads, and accounts. When built, the client can share these attributes across their cloud software, making it easier to edit and personalize the data to fit the client’s current business needs. Marketing Cloud is also equipped with email tracking, letting the client understand their email marketing effectiveness. Email tracking monitors email openings, click-through rates, and undelivered email. All data collected is then compiled into a database so the client can see and understand trends relating to their email marketing campaigns.
 
Salesforce Marketing Cloud SMS marketing was implemented to support SMS opt-in functionalities. With SMS marketing, the client can establish an automated texting system to send customers quick, engaging content like updates and promotions. SMS marketing creates new lead and contact objects when a prospect opts-in to receive messages. The system then preserves and updates data as the contact moves through the lead conversion process. The information is kept in a centralized database that can be accessed throughout the Marketing Cloud, allowing the client’s employees to gain an encompassing view of customers. In addition to Salesforce Marketing Cloud SMS, an existing API was reconfigured to create new endpoints for authentication to enhance phone interaction with customers. A new, real-time call MS API was also configured to create an individualized subscriber ID for the client, making them immediately recognizable via phone calls. 
 
The project’s final component was the use of Salesforce Journey Builder to establish personalized experiences for the clients’ customers. Journey Builder creates a comprehensive database of customer information to build personalized interaction with each customer. The software also brings together email and SMS conversations and data into one module, giving sales representatives an encompassing view of past communications with customers and what did and did not work for engaging them. Journey Builder is built on a flexible framework allowing the client to continually change customers’ paths based on their current and predicted behaviors and develop one-on-one relationships with every customer.