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Improved marketing effectiveness for a digital learning platform
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Education
Industry
An educational company creates content across various subjects and levels of education for educators, librarians, and learners in the American, European, and Asian markets. This case outlines implementing Distributed Marketing to ensure end-users receive optimal marketing communication and boost customer engagement, regardless of geographical location.

Client
  • Marketing Cloud
  • Distributed Marketing
Salesforce Solutions
  • Fragmented messages and disjointed interactions across the customer journey.
  • Difficulty in maintaining the corporate identity when new partners appear.
  • Difficulty in personalizing communications and reflecting the corporate identity in the local context.
  • Decrease in the effectiveness of marketing campaigns when additional communication channels appear.
  • The lack of visibility into customer touchpoints and journeys and, as a consequence, making wrong decisions to optimize the customer experience.
Challenges Outline
> 600 hours
Duration
  • 1 Solution Architect
  • 1 Marketing Cloud Developer
  • 1 Marketing Cloud Admin
  • 1 QA
Vimera Team

Marketing

Customer Journey

Distributed Marketing
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Business Goals
  • Streamline customer engagement processes
  • Empower partners and representatives with the tool for personalized communication
  • Uphold brand integrity and legal compliance across diverse markets
Challenges
Solutions
The number of touchpoints increased as the business expanded. This complexity made it difficult to deliver consistent and personalized customer experience, leading to fragmented messages and disjointed interactions across the customer journey.

The brand identity was hard to maintain and to introduce the brand guidelines adhered to in the network of partners and representatives.

The necessity to personalize communication to increase content purchases at the same time the communication had to reflect the local context. Partners and representatives have to adapt the communication in the way it responds to the requirements of the market and at the same time the communication has to adhere to the brand guidelines.

Partners faced the challenge of spending significant time crafting customer journeys. Each additional channel of communication added to the complexity, increasing the time required for campaign preparation. This extended preparation time hindered efficiency and delayed the delivery of targeted marketing messages to the desired audience.

The lack of visibility into customer touchpoints and journeys leads to a fragmented understanding of customer interactions and preferences.

The lack of comprehensive tracking capabilities and reporting led to the wrong decisions about optimizing customer experiences.
As the number of touchpoints was growing the campaign hierarchy helped efficiently manage content distribution, particularly in scenarios where multiple partners needed to engage with the same overarching marketing activity. For instance, instead of granting unrestricted access to a single campaign record, employing a Welcome drip campaign allowed for more controlled dissemination of content. In this approach, a parent campaign was established for each distinct marketing activity, centrally owned and managed by corporate marketing. Simultaneously, unique child campaigns were created, each owned and managed by regional partners and representatives. This hierarchical structure not only streamlined operations but also ensured that localized efforts aligned seamlessly with the overarching marketing strategy.

The company managed to deliver personalized experiences with the brand while decentralizing marketing efforts and empowering local partners to tailor messaging and content to specific audiences, ensuring relevance and resonance. This approach fostered a deeper connection between the brand and its customers, driving engagement and loyalty.

Vimera helped to enable distributed marketing across the Client’s Salesforce Sales CRM and Salesforce Marketing Cloud.

Vimera implemented customer journeys in the Salesforce Marketing Cloud Journey Builder. It helped to track customer journeys across each touchpoint throughout the sales cycle. By doing so, the Client gained valuable insights and actionable information about their customers, which they can then utilize to set up more targeted and personalized marketing campaigns.

With all the touchpoints identified and ready-made customer journeys, the Client could communicate with the customers in timely and relevant moments. By offering personalized offers based on customer interests, the Client increased conversion rates and achieved a higher return on investment.

Distributed marketing allows the Client to get control over communication channels and methods, enhancing the efficiency and effectiveness of their marketing efforts.

2
3
4
1
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Results
With personalized messaging delivered through distributed marketing, conversion rates increased by 25%.

The client reported higher levels of customer engagement, leading to a sales increase of 8%.

With centralized control over brand messaging and assets in distributed marketing platforms, companies can ensure greater brand consistency across marketing channels. It leads to an increase in brand loyalty.

Company managers reported an overall increase in customer satisfaction and retention.
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Our testimonials
Vimera's expertise proved invaluable as we sought to modernize and streamline our Salesforce implementation. Their team seamlessly integrated custom and out-of-the-box solutions, fundamentally transforming our commercial processes and delivering tangible value. Their deep understanding of both business needs and technical execution made them an outstanding partner. We enthusiastically recommend Vimera.
Nicholas Chang
VP of Sales & Marketing
Flower Company
Miami, Florida, US
They are very easy to work with and always open to discussion, even when the questions asked are beginner's level. We had different consultants in the past, but Vimera is the best because it cumulates several very core aspects, like advice quality, speed of answer and clarity. They also don't try to over-sell their service, which is a common practice in Salesforce eco-system.
Clement Debrueres-Bartoli
Head of Workforce Planning
Online Gambling Company
Malta
Discuss your task with our team
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