VeryPC manufacture computers and customise ICT solutions for education and business all over the UK. Their products and services include desktop PCs, laptops, mobile devices, 3D workstations, servers, backup and storage solutions, industrial computer appliances, audio visual equipment, customisation and managed IT support services.
Business Challenges
VeryPC had been successfully using Salesforce CRM since 2012. In recent years, the marketing team had found that their current digital marketing solution was becoming cumbersome and heavily dependent on manual tasks. Also, getting accurate marketing ROI reporting was a long and painful process. Therefore, the decision was made to explore other digital marketing platforms which will allow them to automate processes, provide valuable information to the sales team and facilitate accurate and easy to manage reporting. The main challenges identified were these.
Outdated Marketing Technology Stack Current Digital marketing suite no longer meets the needs of the business
Lack of Lead Lifecycle Visibility End-to-end marketing efforts not captured through data and unable to accurately measure the quality of a lead
Skewed Campaign ROI Metrics Reporting on campaign ROI required was difficult to assess and not accurate
Resource Wasted on Manual Tasks Lack of automation of processes between Marketing and Sales
Implemented Solutions
After reviewing multiple solutions, VeryPC decided that Salesforce Pardot was the best fit their requirements. The integration with Salesforce allowed them to utilise Salesforce reports and feed valuable information directly to the sales teams. Similarly, by running requirements gathering sessions with the project team at VeryPC, Seamlessideas documented a proposed solution and implemented the following features.
Salesforce Pardot Configuration with Salesforce Sales Cloud Implemented Salesforce Pardot and integrated with Salesforce Sales Cloud Leads, Contacts, Accounts, Opportunities and Campaigns
Account-based Segmentations Built marketing segmentations based on Account types
Automated Lead Profiling Qualification Defined and implemented Prospect Scoring and Grading
Branded HTML Email Templates Designed and developed responsive HTML email templates in Salesforce Pardot
Data Analysis Analysis of existing Leads in Salesforce Sales Cloud to determine ‘Marketing’ leads
Marketable Data Migration Removed all marketing leads from Salesforce and migrated into Salesforce Pardot
Marketing Campaign, Data Health and Lifecycle Insights Built marketing type reports and dashboard to track ROI, responses, opt outs and engagement
Streamlined Data Visibility Displaying key Pardot information within Salesforce Lead and Contact records
Automated Workflows Automation of sales tasks and notifications when specific defined marketing activity has occurred
Data Consolidation Data review and migration from the legacy systems
Marketing and Sales Platform Training Full system training for Sales, Marketing and Management users
Results
Seamless Platform Migration and Digital Transformation Seamless transition from legacy systems to Salesforce Pardot with data consolidated and finely integrated with Salesforce Sales Cloud
Increased Operational Efficiency Increased ease and efficiency in scoring and grading through automated qualified leads being passed onto sales and data to report on status
Significant Reduction in Manual Task and Increase in Resources Time saved with automated processes including reporting and tracking between Salesforce Pardot and Salesforce Sales Cloud