Extending Salesforce Marketing
Cloud Functionalities – a Case Study

Status of engagement 2017 - now
Team involved 7 people
Technologies Marketing Cloud full stack applications (Email Studio, Journey Builder, Content Builder, Social Studio etc.), HubExchange App, Marketing Cloud Connector

Project Overview

CoreValue built a web plugin within the Marketing Cloud environment to extend Marketing Cloud’s functionality. In order to accelerate the routine marketing and sales processes, our solution enables the user to choose custom options automatically. The advantage of our application is a custom UI with data extensions that include

  • a wrapper for Journey builder
  • a segmentation tool
  • multi-addressing option  
  • one-off email management
  • topic hierarchy choice
  • custom activities for Journey with multi-channel communication.

Another beneficial feature of the solution was the customization of native Connector.  This enabled bi-directional synchronization between Salesforce and Marketing Cloud objects, e.g., Campaigns, Surveys, Content, Statistics, Analytics, etc. Now the user can quickly utilize Marketing Cloud to the fullest. The app is featured at HubExchange.

Client description

The Client is a global company providing integrated information and technology-enabled healthcare services. The Client serves pharmaceutical, biotechnology, device and diagnostic, and healthcare companies. Headquartered in the USA, it operates in more than 100 countries with more than 50000 staff. It  offers Research & Development, Commercial and Integrated Development solutions to its customers including cloud-based applications and implementation, advanced analytics, strategic consulting services, biopharmaceutical development services, clinical monitoring, clinical trial support, and strategic planning for health care provider and patient engagement services.

Challenge

Our team was tasked to develop a unique brand new application in order for sales reps  and marketing professionals to make their work processes more efficient. Without prior best practices available, the team had to conduct a profound POC so that an actionable solution can be developed.

In order to enable bi-directional synchronization between Salesforce and Marketing Cloud objects  the team was to customize a native Connector so that all the actions done by sales people in Marketing Cloud  are mirrored to get processed later and then came back to sales reps without making extra efforts.

 

Extending Salesforce Marketing Cloud Functionalities

CoreValue’s Role and Provided Solutions

CoreValue built a web plugin within the Marketing Cloud environment which extends Marketing Cloud’s functionality. In order to accelerate the routine marketing and sales processes, our solution enables the user to choose custom options automatically. The asset of our  application is a custom UI with data extensions including:

  • wrapper for Journey builder
    Benefit: Simplification of the Journey wizard shortened the creation process of a customer journey to just a few clicks. The process is faster, easier and much more productive.
  • segmentation tool – important for smooth operations
    When building target lists according to specific criteria, native Marketing Cloud performs multiple queries. Our segmentation tool performs a comprehensive query and choses segments by drag and drop according to necessary criteria. So the marketer can now build a complex target lists based on various aspects/criteria, .e.g., channel type, location, hot/cold lead, topics opt-ins,etc.It also helps to segment the or/not option, e.g., I need a list of contacts who use panadol OR paracetamol not eferalgan, etc.
    Benefit: As a result a user has data extension that can be used in Journey, not just data gathering but adds additional fields so all segments are created to be added to journey.
  • customized one-off communication
    The process of one-time email and responses can be monitored and processed from one UI. In other words, everything regarding a user can be seen in one table.
    Benefit: user friendly- improved customer experience.
  • multi-addressing option  The marketer/sales rep can extract necessary target lists from the system by drag and drop according to communication channel type, products,hot/cold leads, topics, etc.
    Benefit: quick, robust, intuitive, saves time and effort for the user
  • topic hierarchy choice
  • custom Connector

We implemented a custom connector enabling data transfer from Marketing Cloud to Salesforce. On top of native Salesforce Marketing Cloud Connector we built a custom connector consisting of 2 parts — Salesforce connector package  and customized solution synchronizing Marketing Cloud into Salesforce.

When certain products are coming from Salesforce to Marketing Cloud based on product type, the marketing team builds Journeys, which are then synchronized into Salesforce.  The sales rep can see all vital info, the list of needed Journeys necessary for that specific product in his CRM, and then enroll the contacts into the Journey. Our connector reads all Journey data and transfers the enrolled list to Marketing Cloud, identifies the equivalent in Marketing Cloud, and transfers it to the Journey in Marketing Cloud.

By mirroring the Contact/Record in Salesforce in the assigned Salesforce journey, our connector reads the metadata, and transfers it to Marketing Cloud. Now the contact can be worked on in Marketing Cloud.

Results

With our unique solution marketers can form a journey for the sales team, and they can work further with the enrolled contacts ino the journey after Marketing Cloud synchronization. The results are ready for further analysis for both sales and marketers simultaneously. After the journey is rolled out, all responses from enrolled contacts, and their interactions, automatically return from Marketing Cloud to Salesforce. Connector is the bridge performing data transfer efficiently and productively.