Client: Mercer Advisors
TECHNOLOGY
- Salesforce Sales Cloud
- Salesforce Marketing Cloud
ABOUT CLIENT
Mercer Advisors is a leading national fiduciary wealth-management firm that provides a family office for families ranging from mass affluent to ultra-high-net-worth, and serves a spectrum of institutional clients, including companies, endowments, and foundations.
NEED
Mercer Advisors, a distinguished financial advisory firm, approached us seeking a trusted partner who could help them revolutionize their customer experience using Salesforce Marketing Cloud and provide guidance on Opt-in and Opt-out functionality. It quickly became apparent that multiple data flaws within their Salesforce platform needed our attention. We initiated a comprehensive data cleanup session within their Salesforce CRM system to align their strategic goals with their vision for a personalized customer experience. Our goal was to ensure that Salesforce Marketing Cloud’s automation capabilities were seamlessly integrated with the data from Salesforce CRM.
APPROACH
Through meticulous analysis and cleansing of their data, CloudMasonry addressed data integrity issues and created a connection between Salesforce CRM and Salesforce Marketing Cloud. This critical integration laid the foundation for strategic decision-making and enabled targeted communications with the right clients, thereby enhancing the personalized customer experience that Mercer Advisors aimed to deliver a creation of a New Customer Journey, Regained trust between Mercer Advisors and customer data, and established a robust analytics and reporting framework that allowed them to measure the effectiveness of targeting, segmentation, email channel utilization, and customer journeys.
OUTCOME
Mercer Advisors now works from clean, trustworthy client data flowing between its Salesforce CRM and Marketing Cloud, in place of the data integrity issues that undermined its outreach before. Marketing can target and segment clients accurately, run a defined customer journey, and honor opt-in and opt-out preferences without manual workarounds. An analytics framework gives the team a clear read on how targeting, segmentation, and email are performing, so client communication is both more personal and measurable.
- Clean, reliable client data connecting CRM and Marketing Cloud.
- Accurate targeting and segmentation with opt-in and opt-out preferences honored.
- A defined customer journey replacing ad hoc outreach.
- An analytics framework measuring targeting, segmentation, and email performance.
