Case Study
Optimizing Growth Market: Capturing Key Campaign Member Record Touchpoints
Pain Point
The client's Growth Marketing Team faced a significant challenge due to their inability to track essential Campaign Member touchpoints. This data deficiency hindered their understanding of marketing campaign effectiveness, customer engagement, and overall strategy health.
The scarcity of data impeded the team's ability to fine-tune their technique and avoid drawing inaccurate conclusions about the campaign's return on investment. Unaware of which campaigns resonated with their target audience led to missed opportunities to engage with potential customers.
From misdirected ad campaign strategies to inefficient prospect targeting, the consequences of this shortfall were extensive. To surmount these challenges, the team required a solution that would allow them to monitor crucial data points and utilize this information to steer better decision-making, ultimately enhancing the success of their marketing endeavors.
Path to Resolution
- We worked closely with stakeholders to identify and document essential touchpoints, combining our knowledge and the client's needs to obtain improved market prospect insights. After determining the necessary data elements, we designed an optimal reporting framework to ensure the solution's success.
- We assessed a range of standard, out-of-the-box solutions to accomplish the objectives, fulfilling the clients' requests for a solution with reduced development and maintenance costs while allowing for effortless data expansion in subsequent phases as required.
- We presented a proposed solution to the client, ensuring complete transparency and a mutually agreed-upon implementation process.
- We developed tailored Salesforce automation to record transactional data according to specified criteria and incorporated it into a related record history view on the standard page. We safeguarded data security by having the system automatically enforce the campaign's security onto associated member history records. To avoid data accumulation, we integrated a data retention mechanism to eliminate outdated history records in compliance with the company's retention policy and manual override for local jurisdiction privacy regulations when necessary.
- As the build approached completion, we collaborated with internal team members to conduct a User Acceptance Testing (UAT) session, collected feedback, facilitated knowledge transfer of the system process, created pre-deployment communications, and set up post-launch monitoring and support plans.
Success Metrics
With the Growth Marketing Team now equipped to track Campaign Member history, many improvements emerged as a result. These include:
- Enhanced data-driven decision-making: The team gained access to vital data that allowed them to make more informed decisions regarding their marketing campaigns, maximizing their effectiveness.
- Improved targeting: The newly gained insights allowed the team to more effectively target prospects, resulting in higher Sales conversion rates and increased revenue.
- Enhanced prospect engagement: By understanding which campaigns resonated best with their target audience, the team could focus on initiatives that fostered more robust relationships with market opportunities.
- Scalability: We designed the build to accommodate future data collection expansion, enabling the team to adapt and evolve their strategies without compromising the integrity of their historical records.
Implementing Campaign Member History Touchpoints bolstered the team's efforts by providing them with essential insights and data-driven decision-making capabilities. This empowered them to enhance their marketing efforts, boost revenue, elevate market engagement, and achieve a more successful overall approach.
