What’s Inside?
- Implementation of an automated lead scoring and grading system to prioritize high-potential prospects.
- Multi-channel campaign tracking across major platforms including LinkedIn, Google Adwords, and AppExchange.
- Streamlining the sales cycle from initial interest to quote generation through integrated Salesforce CPQ.
Context
Our client is a revolutionary software-as-a-service (SaaS) platform dedicated to employee engagement and digital transformation. By leveraging AI and gamification, they help organizations drive adoption for new digital tools. To support their own rapid growth, the client needed to modernize their internal marketing and sales infrastructure to manage a high volume of global B2B leads.
Challenges
The primary objective was to move away from manual lead processing and gain a more scientific understanding of their marketing ROI. The client faced several critical hurdles:
- Lead Qualification Friction: The need to automatically distinguish between “cold” inquiries and high-intent prospects.
- Attribution Gaps: Difficulty tracking the performance of sponsored campaigns across fragmented channels like social media and search engines.
- Sales Inefficiency: A lack of automated nurturing scenarios meant the sales team was spending time on leads that were not yet ready to buy.
The Solution
We designed a comprehensive digital ecosystem built on the Salesforce platform to unify marketing and sales operations:
- Salesforce Sales Cloud: The core CRM for managing the end-to-end sales pipeline.
- Pardot (Marketing Cloud Account Engagement): Deployed for advanced automated lead scoring and grading, allowing the system to rank prospects based on both activity and persona fit.
- Salesforce CPQ: Integrated to standardize the quoting process and ensure pricing accuracy for complex software subscriptions.
Our Contribution
Our experts acted as a strategic partner to bridge the gap between marketing vision and technical execution:
- Strategic Scoping & Design: Mapping out automated customer journeys and persona-based nurturing paths.
- Technical Configuration: Implementing complex tracking for LinkedIn, Twitter, and Google Adwords within Pardot.
- Lead Logic Engineering: Building the scoring/grading matrices and automated triggers to hand off qualified leads to Sales.
- Process Automation: Creating dynamic landing pages and email templates for instant response scenarios.
Benefits
The optimization of the Salesforce stack led to significant improvements in operational agility:
- Enhanced Sales Productivity: Teams now focus on the most relevant prospects thanks to a clear hierarchy of lead warmth.
- 360-Degree Lead Visibility: Unifying interactions from known and unknown profiles provided a complete view of the prospect’s interest levels.
- Optimized Marketing Spend: Real-time tracking of sponsored campaigns allows the client to reallocate budget to the highest-performing channels.
- Personalized User Journeys: Automated scenarios deliver the right information at the right time, improving the overall customer experience.
Key Figures & Dates
- Project duration: September 2019 – Ongoing
- Workload: 75 man-days
- Impact: 30 active users
