Taking manual labor out of common marketing to create an exceptional customer journey
A boutique wealth management firm was looking for new avenues to communicate and engage with their customers. They had prided themselves in creating a vast body of knowledge on key wealth management topics that they wanted to leverage to engage with existing customers and prospects. However, the organization didn’t have the tools to effectively and efficiently do so. In essence, they were not able to segment their customers, share targeted content, or manage on-going communication and engagement. Vantage Point partnered with them to implement Pardot and optimize their current Community Cloud to enable them to create meaningful connections with customers, generate more leads, and be more productive.
Client
Financial Services
Wealth Management
Texas
Solution
Marketing Automation
Optimization
Salesforce™ Products
Pardot
Community Cloud
Integrations
Pardot and Salesforce™
Our Approach
Our client wanted to move swiftly and create immediate wins across crucial processes. Thus, we started by co-creating a clear prioritization of operations and marketing campaigns that the client believed would produce the most significant quick gains. We aligned on executing the project in waves, starting by addressing the most urgent needs and working our way up through the prioritization list. Over time, we helped them identify additional ways to take full advantage of their Pardot and Community Cloud investments and streamline and automate all critical marketing processes. By following that approach, they were able to start taking advantage of their platform right away. At the same time, we continued to build additional features to help them transform their entire customer journey.
Actions & Impact
Implemented Pardot to address the organization’s marketing and communication needs
Enabled the organization to segment their customers and send personal messages with dynamic content (e.g., weekly newsletters)
Used data to personalize the customer experience
Enabled more effective and efficient management and analysis of marketing campaigns (e.g., view RSVPs, send reminders, have full visibility into attendance, automate follow-ups)
Optimized existing Community Cloud:
Implemented Social Sign-on providing customers with a convenient and secure experience when accessing the organization’s Community Cloud (allowing customers to use their social accounts, e.g., Google, Facebook, to log in the company’s Community Cloud)
Automated the process for creating new users (previously done manually)
Integrated Community Cloud with Wordpress to eliminate duplicate publishing efforts and over time move away from Wordpress
Co-created and implemented strategy to improved Community Cloud SEO
Challenges
No processes for formal, on-going customer outreach and communication
Limited ability to keep track of customer interactions: lack of visibility into customer communication, no ability to effectively track emails and manage follow-ups
Manual data entry
Manual process for organizing and managing marketing campaigns (e.g., no ability to track RSVPs, send reminders, have visibility into attendance)
Duplication of efforts (published articles on both Wordpress and Community Cloud)
Low Community Cloud SEO
