Case Study

Salesforce Marketing Cloud Implementation and Value Realization

A large convenience store and travel stop chain with over 500 stores and over $20 billion in annual revenue sought to revamp its digital customer experience. The Marketing department’s Loyalty Marketing team had a vision of the future of their marketing programs that could not be realized with its current marketing automation tool. Working alongside marketing leadership, we led a project to evaluate the marketing tech stack and the vision of future marketing programs, selected and implemented Salesforce Marketing Cloud to achieve that vision, and led the implementation of a new marketing automation platform leading to a reimagined digital customer experience.

 CHALLENGE

  • Explore and select new marketing technology that would meet the company’s needs
  • Reimagine digital marketing campaigns to better resonate and drive more in-store visits and revenue
  • Alleviate marketing staff of repetitive, time-consuming, manual tasks
  • Ensure post-implementation roles & responsibilities align with new functionality and processes needed to work with the new platform

SOLUTION PROFILE

  • Facilitated the creation of stakeholder requirements to drive the marketing technology evaluation and selection process
  • Introduced an art of the possible in order to reimagine the digital customer experience
  • Prioritization of implementation requirements that would drive the most value in the short-term
  • Journey development incorporating email, sms and mobile push notifications across the customer lifecycle

RESULTS

  • Clear and focused requirements for marketing technology selection and implementation of Salesforce Marketing Cloud
  • Dynamic, personalized newsletters and multi-channel journeys centered on building loyalty through elevated custom experiences
  • Enabled Marketing team to shift time spent on manual tasks to strategic initiatives such as optimizing the customer journeys
  • Salesforce Marketing Cloud enterprise implementation delivered on time and within budget and delivering the needed value

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