Publishing Company Leveraging Marketing Cloud for Journeys and Email Campaigns

  • May 17, 2023
  • Girikon
Background

The Client is a leading Academic Publishing company with footprints across the globe. Being an early adopter of Salesforce, the company wanted to take its customer interaction to the next level. This was driven by the rapid increase in its customer base, which required the need for long-term customer engagement through increased responsiveness. The Client partnered with Girikon to implement Salesforce Marketing Cloud to build their journeys and campaigns for effective marketing to maximize their customer reach.

The Problem

The following challenges were identified:

  • Integrating Marketing Cloud with third-party Software PAC was the major challenge to get the data such as live data of Journals, thesis, etc.
  • Use of a secret key to read and decode the data using Base64 URL that was coming from third-party PAC APIs.
  • There is a need to standardize and automate the marketing process.
  • Using third-party data, there was a need to call the journeys.

Products Used

Salesforce Marketing Cloud, JWT IO

Approach and Key Features

  • Implemented Interactive Emails and replace Form Stack to get the lead data from customers in Marketing Cloud and integrated with Salesforce CRM to get that data into Salesforce as an Opportunity.
  • Creation of DE (Data Extension) to get those data in different DE Tables.
  • By using those Data in DE, we created journeys using Marketing Cloud Journey builder to publish the articles which were in the pipeline for a later date.
  • Implemented SMS Journeys in Mobile Studio to SMS the customers based on the defined demographics/location.
  • Implemented Header Payload and decrypted secret keys using a Cloud page through the automation studio.
  • Every 14 Days the data is pulled using time-bound automation.
The Outcome
  • Increased marketing outreach by 40% with relevant personalized content.
  • Used Content Builder to create, manage, and track responsive, content across all digital channels from a single location.
  • Share personalized emails for delivering superior customer experiences.
  • Effective Reporting & Analytics of each customer based on the data captured throughout the journey.
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