SuccessFlow Keynote About us v1

Introduction to SuccessFlow

www.successflow.co.uk | 0845 680 5409

Leading organisations through digital change

Through marketing automation, digital

strategies, content and a focused digital

marketing framework, SuccessFlow aim to

demystify the approach to digital strategy,

planning and implementation. We believe in

putting the customer first, and bringing sales

and marketing together with a clearly defined

process and roadmap for success.

SuccessFlow offer a tailored consultancy

experience to develop an overall digital

strategy and roadmap, focused on achieving

your business objectives. Backed up by a

multi-skilled delivery team, we can, not only

guide you through this digital transformation,

with what actions and tactics to consider; we

also offer a fully managed service too.

Common objectives we help our customers achieve

• Developing a practical digital strategy

• Building integrated marketing automation

& CRM

• Increase audience through reach building

• Generating a consistent flow of sales ready

leads

• Aligning marketing with sales

• Improving end-to-end customer

experience

• Increasing marketing and sales efficiency

• Getting real-time insights across all digital

activity

A selection of our customers

http://successflow.co.uk

Our journey


2011

Founded SuccessFlow

20122013

20142015

2016

Leeds office opened

Became Salesforce partner

Formed in-house creative studio

Entered European market

Opened London office

Partnered with Smart Insights

Became Marketo partner

Became Pardot partner

Launched Digital Week

3

5

7

11

18

23


Our proposition


Plan Build Learn Manage

Customer journey • Prioritise target audience • Defining personas • Mapping needs, blockers and touch-points

Content planning • Content audit and gap analysis • Content themes • Editorial calendar

Campaign planning Using the RACE Planning framework to deliver marketing activities.

CRM and marketing automation Scoping your requirements to make the most of your technology investment, from implementation of new technology, to optimising an existing setup.

SuccessFlow run a series of planning and strategy sessions to create a documented strategic plan, covering the following areas.

Salesforce • Sales process • Segmentation • Data management • Single customer view

Marketing automation • Lead management • Scoring and grading • Creating visibility on campaign ROI • Marketing and sales alignment

Content creation Our in-house creative team can produce a range of freemium and premium content for marketing and sales

The primary outcome of our build proposition is to provide a full and detailed scope of work for technology and content.

Lead generation in Pardot • Tactics to reach and interact with your

audience • Lead capture • Data governance

Lead conversion and customer engagement • Using automation to convert leads to

opportunities • Lead prioritisation, profiling and assignment • Aligning marketing with sales

Tailored training Speak to us about our bespoke onsite training sessions, where we can tailor the training to meet your specific needs.

We offer a range classroom based and onsite bespoke training, to give sales and marketing the skills to make the most of your investment.

Reach • Social media management • Search engine management • PPC and re-marketing

interAct • Lead generation • Email marketing • Lead capture

Convert • Lead management • Marketing and sales alignment

Engage • Customer retention • Customer growth

If you don’t have the resources to run your own marketing activities, SuccessFlow offer a fully managed marketing delivery service.

• Email and landing page templates

• Guides and ebooks • Infographics

• Videos • Interactive content • White papers • Data sheets


Our values


At SuccessFlow we are proud of our reputation based on what our customers

think of us. This is because we have a set of core values which we stand by

and incorporate into everything we do.

Being a team, mutual

understanding, joined-up

thinking, responsiveness,

openness, cooperation It is about our ability to bring

people together and make

exciting things happen. We can

do this due to the diverse

expertise of our team. However, it is also because of our culture -

our collaborative way of working,

our willingness to share

knowledge and ideas, and our openness to new thinking and people.

Collaborative Agility Insightful Transparency Challenging Results

Alert, sharp, active, quick witted,

flexible, energetic We have the ability to move

quickly, decisively and efficiently

in sensing, responding to and

exploiting the change in the

working and business

environment.

Intuitive, sharp-witted, keen,

imaginative, deep, incisive We are experts in our field, but

we must be alive to market

conditions and the challenges

faced by our clients. As a team,

we are responsive and sensitive

to these challenges, as well as

keeping pace with our clients'

needs through technology and knowledge.

Clear, evident, visible,

unmistakeable, open We encourage open

communications and feedback

across the business, these

transparent communications

build trust that influences both

employees and clients. It also

allows creativity and innovation to be stimulated, accepted and promoted.

Daring, trial, proposition, directWe strive for continuous

improvement by sharing

feedback with our colleagues and

clients and look for improvements

in what we do and how we do it.

We trust each other to make the

right decisions while seeking,

understanding and respecting

other people's point of view. We

are not afraid to challenge

the status quo.

Determination, eventuality,

confidence, completion, actionWe love celebrating when we

achieve great results for our

clients. We work as a team to

accomplish results and win! By

having a "can do" attitude we

drive our staff to get the job

done, this includes making tough

calls when appropriate.


Case studies, project stories and practical examples

Prepared by Karl Horton | Creative Director

0845 680 5409

www.successflow.co.uk

Examples

September 2016 | v1

http://www.successflow.co.uk

Contents

Examples of successful digital marketing strategies

HID Global

Microsoft

Examples of successful digital marketing pilot programmes

Charities Aid Foundation

Cirrus Logistics

Exigent

FedEx

G4S

Examples of implementing the acquisition process in Salesforce

Aviva

Smart Insights

Examples of making Salesforce the mains business tool for sales

ASSA ABLOY

Bruker Biospin

TNS Global

Ideagen




Digital marketing strategiesThe following slides are examples of past and present

projects, where we have provided digital marketing

strategy services across sales and marketing.


Gender

Age

Marital status

Education Job titles Income

Reports to

Male Female

46

Married with 2 children

Msc Security and Risk Management at Leicester University

Head of Safety & Security, Security Manager $130,000

The CEO / CIO

KEY CHARACTERISTICS

ONLINE & OFFLINE ACTIVITY

BIO

Stan champions the purchase of security solutions

and technologies. He is heavily involved in

determining technical requirements, evaluating

products and services as well as recommending or

selecting vendors for purchase. In the workplace,

Stan remains calm and overcomes daily challenges

with regular communications and meetings with

employees. Outside of the workplace, Stan enjoys

cars and golf, as well as volunteering in Police Search

and Rescue incidents.

OFFLINE

Primary offline sources of information:

• Trade shows / exhibitions.

• Magazines, journals and traditional printed sources.

• From head office.

PAIN POINTS

• Disruptions.

• Unexpected factors.

• Change management.

• Concerns with upgrading – cost, acceptance and data transfer.

• Communication in organisation.

• People not compliant in organisation..

GOALS

• Optimise processes.

• Guarantee the security.

• Undertake necessary security checks.

• Maximum efficiency: cost and time.

• Lead employees to comply with regulations.

• Convenience for security system users.

• Reassure standard operations within health and safety requirements.

VALUES

• Honesty.

• Attention to detail.

• Structured approaches.

• Good work environment.

• Teamwork.

• Cold blood decision making.

• Everything under control.

• Ability to listen to the end user.

• Protect the company/business.

• Trust.

TECHNOLOGY PURCHASE DRIVERS

• Reliability.

• Regular updates and upgrades.

• Time and cost efficient systems.

• Self-identifies with technology: Biometrics including finger print, face recognition etc, remote access e.g. using smartphones and other devices.

• Ease of data transfer.

• Low maintenance systems.

• Ease of training / easy to adopt.

ONLINE

• LinkedIn groups: ASIS, Physical Security, Security Industry.

• Safety / security are the top key words used when searching online and use specific websites security / protection related to gather information.

• Active on LinkedIn, Facebook, Twitter and YouTube.

Primary online sources of information:

• Internet (search engines such as Google).

• Manufactures’ websites.

• Industry mailings / newsletters.

HOW I’M EVALUATED

• Ability to deliver security advice and system design providing operational cost savings.

• Ability to guarantee, monitor and resolve security and safety threats.

• Commitment to security programs.

• Ability to convey security policies to employees.

• Alignment with business functions and board members to drive technology investments.

• Optimise processes.

Stan - Security Manager (Enterprise)

AWARENESS

• What are the compliance regulations & implications?• Upgrade to latest technology• Technology explained in laymen terms• Integrating different systems• One platform solutions• Employee user experience• Which security solution is right for me?

• Blogs• Trend reports / surveys (third party)• Website content (SEO)• Content syndication (co-branded)• eBooks• Infographics

• Forums• Google (Search)• Social media groups• Manufacturer website • Industry events• Trade publications• LinkedIn security forums• Security associations: IFSEC or ASIS• ASIS certification training

CONSIDERATION

• Installation causing disruption to organisation• Understanding complex solutions• Is mobile security enough?• Integration with existing infrastructure• Compatibility with existing system

• Demos• Trials• Reference cases, case studies• Assessment tools • ROI calculators• LinkedIn InMails & group posts• Executive briefs

• Manufacturer websites• Security consultants• Review sites• Directories• LinkedIn groups

DECISION

• Pricing of readers and cards• Where can I buy it?• How long does it take to install?• Costs• How can I convince my CTO/CFO?

• Industry (country) certifications• FAQs• Datasheets• Channel partner locator• Product reviews

• Website• Installers - meeting• Decision groups (SM)

RETENTION

• Customer care / after service • On boarding for mobile access / getting new licenses ordered• Frequent information on available firmware upgrades

• eNewsletter • Latest security trends / tech• ASIS CDP programme

• eNewsletters• Social media• Events

PR

OB

LE

MS

T

O

SO

LV

EC

ON

TE

NT

CH

AN

NE

LS

BUYER JOURNEY & CONTENT

EMEA

Project story - HID Global


HID Global is the trusted leader in providing access control and secure identity solutions, including smart

cards, readers, printers, RFID tags and software. With multiple business units, HID Global needed

strategic alignment with a better view on their customers’ journey and experience.

The story so far…

Working alongside HID Global’s EMEA marketing and communications team, we ran a series of strategic consultancy work streams to define and develop their primary and secondary personas, with their specific customer journeys plotted. This supported a more personalised customer experience, through content touch points, and breaking down the barriers along that journey.

The initial personas were developed for their Physical Access Control business unit, which have now been adopted and rolled out as part of a Global initiative.

Our scalable creative resource, project management and online proofing tools have allowed HID Global to turn around time-critical and in-depth content assets, quickly without compromising quality. We have produced a range of eBooks, reports and co-branded studies across multiple business units.

Throughout our client on-boarding process, we were able to fully understand HID Global’s needs and keep brand consistency across multiple groups and product ranges.

Using the RACE Planning framework, we have helped HID Global plan their approach to multichannel marketing, and which tactics work for them.


How content can be tracked by an individual Sub for Product, theme or campaign

SUB PRODUCT CONTENT MATRIX - E.G. SWEDEN AZURE CONTENT MATRIX

ASSET TYPEDISCOVER &

LEARNEVALUATE &

TRYSELECT &

BUYCUSTOMER STAGE RESEARCH CONSIDERATIO

NACQUISITION

LEAD STATUSUNKNOWN ->

KNOWNKNOWN ->

MAQLMAQL -> SQL

Presentation P3201

Report / White paper RW2934 RW1065

Ebook E1034 E2315

Guide G2003 G3920

Video V0023 V9027 V4922

Blog B6596 B1372 B2371

Press Release PR8356

Infographic I7234 I3496

Demo D0348

Data Sheet DS1846 DS0418

Product Sheet PS4832 PS4552

Case Study CS2843 CS1427

Event - In Person (Certain) EP0547

Event - Virtual (EXPO) EV8482

Event - Webinar (ON24) EW2005 EW2475 EW6439

Project story - Microsoft


Founded in 1975, Microsoft is the worldwide leader in software, services, devices and solutions that help

people and businesses realise their full potential. Microsoft needed to make sure that the Western

Europe marketing teams were ready to take advantage of a newly launched ‘demand centre’.

The story.

The Microsoft Azure ‘Demand Centre’ provided a number of automated marketing programmes that nurtured business contact interest in their Microsoft Azure product. Our task was to support Microsoft with setting a workshop strategy and running a series of face-to-face workshops across Western Europe.

Key strategies were as follows

Developing a capability assessment of marketing skills and resources for marketing automation, and identification of capability champions

Pre-workshop questions and interviews, with facilitated workshops and industry expert comments

Identification of lead acquisition and nurture velocity tactics

Objective capture and identification of quick wins, prioritised using impact vs. effort model and MoSCoW.


Digital marketing pilot programmes


The following slides are examples of successful past

and present digital marketing pilot programmes.



Case study - Charities Aid Foundation

The need.

To equip UK charities with the knowledge and confidence to make their fundraising more efficient by positioning CAF as a trusted source of fundraising advice and support for small/medium sized charities. As well as encouraging charities to trial the features and functionality of the CAF Donate service. Most importantly, to grow the gross value of charitable donations that are collected and processed via CAF Donate.

The solution.

We delivered a webinar series to generate new leads and engage with CAF’s existing customer database. Using Act-On marketing automation software and Oktopost, for social media management, we managed the awareness stage of the digital marketing process including email marketing, social media marketing, web tracking, lead capture through landing pages and finally lead nurturing to the customer services team.

The results.

With SuccessFlow’s help, Charities Aid Foundation achieved a record number of webinar registrants (729) of which 385 attended the webinar, leading to an attendance rate of 53.47% (Above the average industry standard of 36%)

This client was not only able to deliver a successful webinar but exceeded the average industry standard for webinar survey responses (the percentage of attendees that interact with polling questions and/or ask a question), successfully achieving a response rate of 61.04%.

Charities Aid Foundation help people and businesses support the causes they care about, and for charities, they provide simple and

straightforward day-to-day banking and fundraising services, freeing them up to concentrate on the real work of making a difference. Driven

by making an impact, CAF has pioneered many of the changes that make the UK one of the best giving environments in the world.

Passionate, knowledgable and easy to work with.

Caroline Forbes, Head of Marketing Charities Aid Foundation



Case study - Cirrus Logistics

The need.

With no dedicated marketing department, Cirrus Logistics were looking how to prioritise their marketing spend and maximise its efficiency.

Cirrus Logistics required a strategy to provide sales with more high quality leads. They recognised the need to explore new digital marketing methods and appointed the experts at SuccessFlow to help.

The solution.

Using a lead scoring and grading model we launched a targeted campaign across social media and email to promote a new webinar and white paper series. The newly implemented lead scoring model identified and prioritised prospects ready for sales follow up, creating a better lead flow of high quality leads across all digital touch points. Delivering a comprehensive and easy-to-use platform, they could collect all leads and analyse performance against agreed KPIs.

The results.

With a greater brand presence across social channels there was a tremendous uptake for webinar registrations and white paper downloads, helping towards a 25% business growth in 2014. Successfully delivering an above average email open rate of 38.5% (industry average – 20.8%) as well as 1,342 landing page visits by social media alone. The newly Implemented lead scoring model identified and prioritised prospects ready for sales follow up, creating a better lead flow of high quality leads.

Cirrus Logistics is a global company that specialises in providing decision support solutions to local and global corporations in both the

supply chain and maritime industries. They supply software and services that utilise advanced optimisation and simulation techniques to

enable companies to develop the best possible business strategies.

It has been a very pleasurable and rewarding experience.

Simon Shore, Managing Director Cirrus Logistics



Case study - Exigent

The need.

Without optimised landing pages or website pop-ups Exigent were failing to capture leads and missed opportunities to convert visitors into leads. With some sporadic and limited social media marketing strategy in place, community building and lead generation had to be improved. Lack of direction coupled with no structured integrated digital marketing strategy saw only 1 in 5 sales-ready leads converting to sales. Exigent challenged SuccessFlow to generate new leads and nurture these leads to pass over to sales.

The solution.

Our campaign approach was to plan and promote a series of webinars and downloadable white papers across a variety of digital marketing channels which included: email marketing, social media marketing, social selling via Exigent’s employees and website pop-ups. Using marketing automation, our experts built a process across sales and marketing to help Exigent allocate leads and recycle leads back into the funnel.

The results.

With SuccessFlow’s help, Exigent achieved 589 webinar registrants across four webinars and 243 downloads of their thought leadership paper. This success was fuelled by over 100,000 impressions and 564 engagements on social media, both organically and through the employee advocacy program.

A five-step email nurture programme delivered 190 clicks and achieved an above average click through rate of 2.5%. Overall Exigent received 263 sales-ready leads from SuccessFlow.

Through practical intelligence and measurable delivery, Exigent is one of the most experienced and innovative providers of high-quality legal

outsourcing solutions. From sole traders to AmLaw 500 law firms, Exigent provide a comprehensive suite of legal services, highly trained and

reliable staff and the best-of-breed legal technology solutions which include contract management software.

Our expectations were exceedingly well met.

Nicola Stott, Global Managing Director Exigent



Project story - FedEx ExpressFedEx is one of the strongest and most recognised brands in the world. With over 325,000 employees, they serve 6.5 billion people across

more than 220 countries and territories. FedEx needed a scalable creative resource, who specialised in providing content for marketing

automation, and understood their customer journey for persona specific content.

The story so far…

We helped FedEx Express successfully deliver their marketing automation pilot programme, through Eloqua, by meeting the high demands for new and repurposed persona specific content, to feed the top of the funnel across multiple languages and personas.

SuccessFlow have provide a scalable creative resource for multiple locations across Europe. Producing specific content assets for all stages of the buyer journey; from “snackable” content assets for prospecting and persona qualification, to in-depth industry reports for conversion.

Through an online content production process, we have streamlined the sign-off process for all assets, which need to pass through marketing, brand and legal before they can be published.

Developing a long-term relationship we are now integrated into multiple countries, producing content ranging from emails through to video animation, for the full roll out of their automation programme.



Case study - G4S

The need.

For G4S, the problem was lead generation. Without capturing contact details from people downloading G4S reports, they were worried about missing out on potential leads. G4S challenged SuccessFlow to create a campaign to promote GIS, an online monitoring system providing geopolitical intelligence on current and future threats to corporate security, travel and business continuity.

The solution.

Our experts set up a marketing automation system to manage the delivery of email marketing, social media marketing as well as, lead scoring and grading. Leads captured were assigned to a nurture programme where they were scored on how interested they were in one of the G4S’s Risk Consulting proposition

The results.

The marketing team was able to deliver the details of people downloading G4S white papers to sales; this data visibility was a benefit for G4S’s wider sales team. The improved technology also helped enhance digital marketing know-how for lead acquisition. This then provided marketing with a lead acquisition and lead nurturing framework.

The lead acquisition campaign delivered 1062 unique downloads of their white paper and achieved an email open rate of 13.83%, resulting in a 2.17% click through rate.

G4S is the leading global integrated security company specialising in the provision of security products, services and solutions. From risk

assessment to delivery, G4S work in partnership with governments, businesses and other organisations to provide integrated solutions to

security challenges.

SuccessFlow really took the time to understand our business, customers and our market.

Alison Burrell, Head of International Sales and Marketing G4S Risk Consulting



Project story - LV=Liverpool Victoria is one of the United Kingdom's largest insurance companies with over five million customers. It offers a range of products

from car, home, pet, travel and life insurance to investment and retirement solutions. LV= wanted to broaden their digital marketing strategy

to reach a wider audience of Independent Financial Advisers.

The story so far…

LV= had a number of goals for this digital marketing pilot programme.

• Test a new marketing approach to bring in supporters, by converting non supporters including improving LV=’s social marketing presence

• Trial employee social advocacy

• Provide a mechanism for sales to access new leads and associated ‘digital footprint’ information i.e. interaction with web, email and content assets.

• Demonstrate the long term value of CRM integration with marketing automation

• Develop advocates from the sales team with this new approach to marketing.

We delivered a successful three-month pilot of LV= that met all goals set out.

ROI based on revenue was 7.8:1

Sales feedback “Marketing automation is a God send” “I’m gutted to have to go back to spreadsheets and our CRM without this new data, I can’t wait for the rollout“

We are currently in the process of rolling this out to all of the sales and marketing teams.


Implementing the acquisition process in Salesforce


The following slides are examples of past and

present projects, showing how we have

implemented the acquisition process in Salesforce.



Project story - AvivaAviva are the largest general insurer, and a leading life and pensions provider. Aviva’s dedicated site for

UK financial advisers, provides information on pensions, retirement, protection, healthcare & investments.

Their sales team had very little to now visibility on the sales funnel or customer behaviour.

The story.

We ran a highly successful pilot campaign to existing Aviva-for-Adviser customers. Through automated lead nurture programmes, we were able to capture customer behaviour and plot their progress through the buying cycles. Offering the customer relevant information at the right stage, and not too early, meant the overall experience was substantially improved, which was evident in the results of this pilot.

We developed specific Salesforce dashboards and reports to give the visibility which was lacking. As well as, providing the sales team with the skills they needed to adopt and use the technology, through tailored training sessions. This helped enormously with adoption levels.

Key findings.

Automation increases engagement - Over 45% of customers opened at least one email in campaign 3 compared with 19.9% in campaign 1 and 18.2% in campaign 2.

Customers behaviour increases engagement - Campaign 3 sent the next email two days after a customer clicked the last email. This generated an 80% open rate and a 40% click rate at the peak.

Engagement works across all teams - The face-to-face team registered the highest engagement in campaign 3 and campaign 1. Both the Telephony and Campaign teams also showed high engagement across all the campaigns.

Platform usage is linked to engagement - The Aviva for Advisors platform usage increased, up 45% year on year, during the campaign period. Website usage also increased during the same period.

Content is King - Good, relevant and timely content is key to delivering successful campaigns, but this can be multiplied when delivered through marketing automation

“SuccessFlow is a game changer when it comes to managing sales activity. The insight available allows you to manage your consultants against the right measures.” - Aviva Campaign Manager

13,770 total document downloads from 8,561

unique individuals

More than 45% of recipients opened at

least one of the ‘End of Year’ campaign emails

>45%Increased visitors to the Aviva platform by 50%

from the pre-pilot baseline, and users by 73%

50%



Project story - Smart InsightsSmart Insights has more than 130,000 members in over 80 countries. They help plan, manage and optimise their

digital marketing by providing a range of resources, templates, training, consultancy and services covering all

areas of digital marketing.

Their challenges.

Segmentation - Smart Insights needed to segment their data using multiple key factors including location, membership level and activity.

Customer Insights - Smart Insights offer advice focused on 19 toolkits (products). It was difficult to understand their members’ needs, in each of these areas, and be able to target their customers automatically based on interests.

Process - Customer processes were managed using multiple systems meaning consistency of data was always difficult to manage.

Integration - A large portion of Smart Insights business is self-serviced by the customer through their website. It was a requirement that any solution must integrate seamlessly with the website as well as other back-end systems.

Our solution.

We ran our situation analysis with the key stakeholders, to capture and prioritise all the requirements and objectives, and agree on milestones for project delivery.

Working closely with the developers at Smart Insights we helped define an integration between their website and Salesforce. We implemented several back-end integrations from the Salesforce AppExchange including Breadwinner, Click-to-call, Clearbit and Googlemail. Development of a custom integration between Salesforce and PayPal enabled the sales team to view all transactions and manage member subscriptions, and refund payments from directly within Salesforce.

We ran onsite adoption training sessions to make sure users had a comprehensive understanding of all the key elements within both platforms and a good understanding of how each system integrates with Salesforce.

The results.

Smart Insights now have a single customer view across platforms.

Users can now run their own marketing campaigns, manage their customers and produce effective reports on ROI, the sales lifecycle, forecasting and invoices.

The ability to see customer interests through the toolkit scoring enables the marketing team to target customers effectively, leading to greater open and click through rates and higher customer satisfaction.

The integration between Salesforce, PayPal and their website is a key factor to this project being a success. New members are now seamlessly added to Salesforce with all membership details being captured as opportunities. From the opportunities, we are then able to transfer any PayPal transactions related to that subscription, in to Salesforce against a custom object.


Making Salesforce the main business tool for sales


The following slides are examples of successful past

and present projects, where we have made

Salesforce the centre of everything for sales.


The story so far…

SuccessFlow ran a pilot with two ASSA ABLOY UK brands. The key objective of the pilot was to migrate the two businesses away from inappropriate or non-existent customer relationship management systems. Key from a management point of view was to have a full suite of reporting around financials and opportunities as well as for marketing.

The sales team had a requirement for help with day to day management of leads, projects and opportunities. We set up Salesforce and developed an integration between this and one called Barbour ABI. This integration provided sales with new business opportunity data on construction projects on a daily basis. Salesforce was customised so that ASSA ABLOY could manage projects in the right way; i.e. they could have opportunities, contacts and accounts related to specific construction projects.

This programme is now being rolled out with a further two UK brands and is to be on-boarded by the end of 2016. Four more brands are due to come online in early 2017.

ASSA ABLOY sales team have seen many benefits from this new way of working

• One system to handle leads, accounts, projects and opportunities

• Easier management of day to day processes leading to increased selling time

• Less time spent on creating monthly and quarterly reports (saving a minimum of two days per month previously spent by senior team members)

• Sales and marketing working more closely together


Project story - ASSA ABLOYASSA ABLOY is the largest global supplier of intelligent lock and security solutions, and is the UK's largest lock group, providing security

solutions across a range of markets. ASSA ABLOY needed help in sourcing and setting up a new CRM system. They also wanted to

make sure that the new system was supported by a strong and well understood sales process and that adoption levels were high.


The story so far…

We are consulting with Bruker to make sure that their marketing automation platform fully integrates bi-directionally with Salesforce. A key element of the programme is to make sure that the platform and process is well understood and adopted by all users. This project commenced in August 2016 and is due to finish in October 2016.

Programme goals

• Be able to re-market to current leads and contacts

• Integrate the marketing automation platform bi-directionally into Salesforce to provide a single customer view

• Build a strong foundation for future digital marketing activities

• Deliver a comprehensive training programme to increase knowledge of the marketing automation platform in sales

• Automate the flow of information / sales leads to Bruker’s sales teams

• Optimise the lead management process and introduce best practices


Project story - Bruker BiospinBruker has been driven by the idea to always provide the best technological solution for each analytical task for more than 50 years now.

Today, worldwide more than 6,000 employees are working on this permanent challenge at over 90 locations on all continents. Bruker need

to make sure that their marketing automation platform fully integrates with Salesforce and that adoption levels within sales improves.


Their challenges.

Database and segmentation - Data was not held consistently or in one place meaning the team could not easily segment data for marketing or be able to report effectively.

Expertise - There was a mixed level of knowledge and experience of marketing automation across the different regions.

Process - With different regions working in silos, no consistent processes were in place to run campaigns, deliver marketing or manage lead flows.

Reporting - They could not report on campaign ROI and were without an understanding of prospect engagement across regions. Automation - Usage of the automation functionalities were limited as the focus was on the more basic features namely around email marketing.

Our solution.

We ran an onsite workshop consisting of situational analysis to understand the client’s current usage of marketing automation and their challenges. With this information we scoped out a pragmatic way forward within the platform.

We structured the data into folders and lists to make sure that only the relevant information was held within the platform and that it is held consistently.

We integrated Salesforce into Pardot for APAC and European regions meaning there was a clear flow of data and they could effectively measure ROI and source.

We also ran multiple onsite adoption training sessions to provide users with a comprehensive understanding of all the key elements within the platform.

The results.

TNS now have a common approach to running campaigns and managing the flow of prospects, improving internal efficiency.

Users are now fully trained on the platform, giving them the ability to run their own campaigns using a common approach. And are ready to explore taking the next step to further increase their knowledge and ability.

Now there is a consistent structure to data within Pardot and Salesforce, information is more easily accessible and querying the database with reliable results is an easy job.


Project story - Kantar TNSKantar TNS advise clients on specific growth strategies around new market entry,

innovation, brand switching and customer strategies, based on long-established

expertise and market-leading solutions, and has a presence in over 80 countries.


The story so far…

Ideagen felt they were getting good usage from their investment in Pardot marketing automation for marketing but the system was not integrated well into Salesforce.

Our first challenge was to review and optimise their marketing processes. In particular we focused on the way that leads were being processed and campaigns were run. The second challenge was to review and optimise their business development and inside sales process. The key objective here was to help the sales team to pick up and convert leads. They also needed help with responding better to customer enquiries. Better reporting was also required across business units, campaign types, content types, channels and contact types.

We developed a new sales process to meet these challenges. The process worked across Pardot and Salesforce and changed the way in which leads and contacts were picked up and handled by sales.

Ideagen sales team members are already seeing the benefits of the new process

• Adoption levels up with all users trained

• Leads are de-duplicated

• Reduced time in managing data

• The right people are notified of enquiries coming in

• In depth and accurate reporting - particularly around success of campaigns, marketing ROI and lead generation


Project story - IdeagenIdeagen help the world's leading brands to improve operational performance, avoid unwanted

surprises and maintain high integrity. Ideagen needed help with bringing their marketing results into

Salesforce as well as increasing adoption levels of Salesforce.


Documents

SuccessFlow Keynote About us v1