Salesforce Marketing Cloud Campaign: Rapid 3-Week Project

Impact

7,100% response rate increase over prior years’ campaign
200% reduction in time to market
From concept to ROI in 3 weeks
Conceptualized and designed a scalable marketing framework
6 landing pages (mobile and desktop)
3 dynamic emails (mobile and desktop) targeted to SMBs based on survey responses
Campaign content creation & journey design

“Incredible. We’ve never been able to move this fast. I am kind of blown away. ”

— Client Marketing Director

Context & Challenge

The client was struggling to improve their marketing campaign effectiveness and the main blockers were

Their organizational politics and bureaucracy. This affected their design velocity and time to market.
Lack of customer data. This affected their strategy and marketing tactics.

Solution

Show the client the value that EDT methodologies can bring, while using rapid design sprints, and the Salesforce Marketing Cloud platform, and a new marketing framework.

High-level Campaign Journey

The goal of this campaign was to offer an incentive ($500 of free shipping), that would get users to engage in a short survey, so the client could gather more data about their users.

As users engaged with this survey in the email, conditional logic would route them to different content and landing pages based on their responses.

Small Business content
Mid-market Business content

Journey Builder in Salesforce Marketing Cloud

A Solution Architect took the journey map and the designs to build the experience in Journey Builder in Salesforce Marketing Cloud.

While the campaign was in flight, engagement and behavioral data about the users was tracked by Salesforce Marketing Cloud. This data could then be used to start building a profile of the customer base, and informing future potential marketing campaigns leveraging the marketing framework I developed below.