Archives: Client Case Studies

Lockton

Company Profile

Company: Lockton
Industry: Insurance
Company Size: 470 Users
Location: UK
Salesforce Products Used: Sales Cloud, Marketing Cloud Account Engagement

Company Summary

Lockton is the world’s largest independent insurance broker, providing a wide range of risk management, insurance, and employee benefits solutions. Founded in 1966 and headquartered in Kansas City, Missouri, Lockton has grown to operate in over 140 countries with more than 11,000 Associates.

Challenges

Lockton’s existing marketing automation contract was coming to an end
Marketing automation platform did not integrate well with Salesforce
There were issues with email deliverability to key customers

Engagement Summary

Lockton had been using an alternative marketing automation platform for 3 years. During this time Lockton’s sender score was decreasing, causing deliverability issues and raising concerns . The marketing team then started evaluating a migration to Account Engagement, and Nebula was approached as the implementation partner for this project. To solve some of these challenges, Nebula engaged with the customer to carry out a detailed discovery process to provide a comprehensive solution design. Following this, Nebula implemented:

A robust consent management process
Processes for data capture and migration which follow the relevant governance procedure
Best practices on email sending to improve deliverability
Connector settings configured to streamline processes

Solution

Nebula’s ‘Auto-convert’ package developed in house has been implemented to convert Leads to Contacts and link the record to the relevant Account
Effective Lead Management process implemented
Enabling Engagement History features to support reporting needs
Worked with Lockton on an IP Warming Campaign to improve their sender reputation
Reviewed and shared recommendations for better data practise to increase email deliverability

Customer Outcomes

Seamless integration with Salesforce and introduction of the Lead object
Improvements in email deliverability
Migration of existing campaigns, particularly landing pages, from previous marketing automation platform allowing consistent branding across assets
Empowered users to use the new platform

Customer Testimonial

We had the pleasure of working with Nebula Consulting to implement Account Engagement. From start to finish, Nebula’s team displayed a deep understanding of the Salesforce ecosystem and how we could utilise our new tool with discovery workshops right through to implementation. A key highlight included seamlessly integrating Account Engagement with our CRM, dramatically improving our email deliverability and overall marketing efficiency. Nebula helped streamline our processes and also and set us up for long-term success by ensuring we have actionable data to drive business decisions. Nebula’s support throughout the project was excellent and we look forward to working with them in the future.

Jason Neuman, Head of Digital Marketing | Vice President

Guidant Global

At a glance

Company: Guidant Global
Sector: Staffing and Recruiting
Objective: To merge two Pardot accounts, align templates globally, seamlessly migrate data and assets, and generate leads through the website.
Solution: Webform integration, Flexible email and form layout templates, Data & asset audit and merge.

Guidant Global is a new global talent acquisition and managed workforce solution provider operating at the forefront of today’s workplace.

In October 2018 Guidant Global was created out of the best of two Impellam businesses: Guidant Group based in the UK, and Bartech Workforce Solutions, based in the Americas.

Merging accounts

With the merge of the two companies, Guidant Global decided to continue working in the UK Pardot account, which meant migrating the US account.

Therefore to support this process, we audited the assets and technical processes in both accounts, and advised on the best solution.

In addition, we marked any differences in the automated processes that had to be resolved before the merge to ensure a seamless transition.

Aligning branding

The two merged companies had different email styles with their own branding. Templates were not optimised for sending, and the designs were not aligned with their new branding.

In order to create consistent branding in Pardot, we worked with customer’s marketing team and designed email templates. This then provided useable assets in line with the new brand and modern look.

Generating more leads

As part of the merge, a new website was put in place, and Guidant Global decided to utilise the site for lead generation.

Upon request, we designed new layout templates with aligned form styling in Pardot to match their new branding.

We also provided support with embedding the forms on the website, to increase lead generation through their new website.

Migrating data

Moving the US database from one Pardot account to the other was essential for the customer to continue marketing to their target audience from the global account.

Firstly, we audited and exported prospect data from the US account to have a clear overview of the work ahead of us. In addition, we prepared their values in a consistent data format with the agreed options. This finally resulted in consistent data, all stored within one Pardot account.

Key stats

7,530

Prospects audited and imported from the US account to the global account.

82

Marketing assets migrated from the US account to the merged account.

9

Consistently branded templates created for the global company.

Westbase Technology

At a glance

Company: Westbase Technology
Sector: IT & Communications
Objective: To maximise the use of Pardot by tracking visitors, qualifying more leads and optimising marketing campaigns.
Solution: Enabling visitor tracking, webform integration, nurture emails, landing pages and social posting integration for end users to get the most out of Pardot.

Westbase.io is a leading 4G LTE and IoT networking distributor, providing the advice, services and solutions organisations need to be better connected. With 30 years of distributed network experience to share, Westbase.io works with their customers to help them to embrace the latest advancements having worked with wireless LTE networking solutions throughout its evolution. They apply the valuable insights gained from working with these customers to help evaluate distributed networking needs both today and further down the road.

Gaining valuable insights for sales

Westbase Technology wanted to use Pardot to monitor visits to their corporate site and webstore, to warm up existing leads and track ROI across multiple channels. They wanted visibility of their visitors’ actions to gain insight into their customer’s behaviour and intentions, using this information to better inform the sales team. Armed with more insight on their customer’s interests, the sales reps were able to close more business. Over the past quarter, tracked site visitors increased by over 20% and Marketing Qualified Leads increased by 1089%, compared to the previous period.

Generating more leads

In order to generate more leads for sales, the marketing team needed a way to easily create landing pages and forms to promote content and increase data capture of prospects. We created a template that the marketing team could copy and edit so they could get landing pages up and running within minutes. As a result, average monthly submission rate for content landing pages has increased by 114% over 6 months. We also replicated Westbase Technology’s web forms across the site so their data was captured and held in Pardot, ready to be marketed to and inform the sales team.

Re-engaging existing leads

To engage with existing leads, we helped Westbase Technology set up a nurture program in Pardot to promote the brand further and warm up leads ready for the sales team. Emails in the nurture program have an average click through rate of 6.52% and 9% of cold leads go on to be qualified and passed through to sales.

Calculating marketing ROI

As they were planning to reach out to new prospects via social, Westbase wanted to be able to monitor engagement on their social channels and determine the ROI of their activity. To get the most out of their social marketing efforts, we helped Westbase Technology connect their social channels to Pardot. This not only gave them an easy way to post social messages across multiple social media accounts (increasing the number of social posts by 58%) but also provided visibility of social engagement and ROI from the channel.

RSA

At a glance

Company: RSA
Sector: Non-profit organisation
Objective: To migrate all email sending and manage the email preferences of their diverse audience in Pardot.
Solution: A custom email preference center, advanced email analytics and dynamic content to make email sending easier.

The mission of the RSA (Royal Society for the encouragement of Arts, Manufactures and Commerce) is to enrich society through ideas and action. We believe that all human beings have creative capacities that, when understood and supported, can be mobilised to deliver a 21st century enlightenment. We work to bring about the conditions for this change, not just amongst our diverse Fellowship, but also in institutions and communities. By sharing powerful ideas and carrying out cutting-edge research, we build networks and opportunities for people to collaborate – creating fulfilling lives and a flourishing society

A diverse audience

With many different topics, themes and projects for RSA Fellows to get involved with, there was a challenge to manage campaigns and preferences at many different levels from general newsletters to individual projects. Additionally, RSA Fellows and subscribers were not easily able to manage which emails they receive from RSA and preferences were not managed centrally.

Managing preferences in a simple but structured way

The custom built Email Preference Center (EPC) was used as the basis for prospects managing their preferences for the specific mailing. A series of custom redirects and custom fields now manage prospect list membership, which can be reported on in Pardot and Salesforce. Lists can now only be created in one of the 4 categories to maintain a consistent structure.

Enlightened email sending

Email sending has been migrated in to Pardot and a combination of advanced email analytics and A/B testing is used to improve email performance. Using Pardot’s Advanced Dynamic Content feature, RSA are now able to tailor sections of the newsletter to show relevant content (e.g. regional events) without having to create multiple emails. The time taken to send the weekly newsletter has been drastically reduced and can now be managed by one team member rather than a whole team.

Getting the maximum ROI of Pardot

The majority of marketing teams are now using Pardot with a 35% increase in emails sent per week since implementing the email preference center. Due to better targeting, there was over 42% drop in Opt Outs over the first 6 weeks of implementation and the fortnightly Fellowship Newsletter (largest email communication) is now consistently A/B tested, which has resulted in a 14% increase in click-through rate over 4 months.

World Travel & Tourism Council

At a glance

Company: World Travel & Tourism Council (WTTC)
Sector: Travel & Tourism
Objective: To implement Salesforce and consolidate siloed systems and datasets.
Solution: Customised Salesforce to streamline internal processes and integrate siloed systems such as Cvent, invoicing and ihance.

The World Travel & Tourism Council (WTTC) is the world’s leading authority in the Travel & Tourism industry. WTTC works to raise awareness of Travel & Tourism as one of the world’s largest industries, supporting 260 million jobs and generating 9% of world GDP, along with tackling issues that threaten their industry such as taxes and visa issues

Any Sales Cloud implementation starts with data

Contact data was consolidated from various sources including multiple contact database applications, individuals’ excel spreadsheets and outlook calendars. Extensive data cleansing and record de-duping took place before the data was imported into Salesforce.

Enabling targeted email sends from Salesforce

WTTC runs various groups and committees comprising of contacts from within the travel and tourism industry globally and Salesforce has been configured to manage these membership lists and communicate with members. The standard Salesforce email functionality would not allow users to quickly distribute mass email communications to group and committee members however with some custom development work, email functionality was deployed to allow users to do this directly within Salesforce.

Integration with Cvent to manage events

WTTC organise several large summits each year and Cvent (the cloud event management application) is used to manage the email invite and online registration process. Previously, this was an entirely separate contact database from their CRM and keeping both systems up to date had been an impossible task. We integrated Cvent with Salesforce to automatically push contact data between the two systems in real time. This integration effectively mirrors the contact databases ensuring that the data in the two systems is consistent. Event registration information is also pushed from Cvent into Salesforce giving users complete visibility of which events contacts are attending.

Managing invoicing from the Salesforce platform

Aspects of the invoicing process have been automated using Salesforce, significantly reducing the time taken to process each customer invoice. Member invoices are automatically generated by Salesforce and the application also prompts the finance team to send out membership invoices at the specified time of year. The application has also been configured to give appropriate users complete visibility of which invoices have been paid and which are outstanding.

Email logging and visibility

Optimising communications (both internal and external) was also a key objective of this project. ihance is a third party application that we deployed to automatically log all inbound and outbound emails in Salesforce against the appropriate contacts. This automates the time consuming process of manually logging emails and ensures that all email communications are accurately recorded in Salesforce and visible to all users.

Driving efficiency and user adoption

The entire project was delivered over a period of 6 months but our agile approach to managing the project meant that new efficiencies were being delivered within 2 months. Each project phase included departmental training sessions to ensure that each user was fully aware of the functionality at their disposal. A tailored user manual was also produced for reference beyond the training.

Axis Communications

At a glance

Company: Axis Communications
Sector: Communications, Security, Surveillance
Objective: Support a global roll-out of Pardot and formulate a scalable marketing automation strategy
Solution: Advanced Pardot support for the global Pardot team and localised support for regional marketing teams.

Axis enables a smarter and safer world by creating network solutions that provide insights for improving security and new ways of doing business. As the industry leader in network video, Axis offers products and services for video surveillance and analytics, access control, and audio systems. Axis has more than 3,000 dedicated employees in over 50 countries and collaborates with partners worldwide to deliver customer solutions. Founded in 1984, Axis is a Sweden-based company listed on the NASDAQ Stockholm under the ticker AXIS.

A global roll-out for a global brand

Pardot was the number one choice for this market-leader in network video, having just implemented Salesforce back in 2016. But with the new technology, came the challenge of rolling out a new marketing automation platform to approx. 200 users globally and differences in organisational structure, strategy and stages of user adoption across the regional territories to contend with.

Helping to achieve marketing automation success

As Axis started to roll out Pardot to the more mature regional markets, there were ongoing challenges with data quality, campaign optimisation and identifying the best use of Pardot. Time and resources were scarce from the global Pardot team so working with a partner who had specialist knowledge of Pardot was key to their marketing automation success.

Clever marketing with a clever tool

The regional marketing teams previously used a custom-built CRM, which was easy to use but had limited features, therefore we helped Axis manage the staggered roll-out of advanced functionality in Pardot. We helped the regional marketing teams build automated journeys in Engagement Studio to onboard new customers and nurture leads generated at events which increased conversions and sales.

Ensuring best practice and a consistent approach

The success achieved with the more mature regional marketing teams has helped to roll-out optimised campaigns to other regions, far more quickly and efficiently than had they been started from scratch. User training has also been crucial to adoption and ensuring a consistent use of Pardot. Several Axis employees have attended our Pardot training course and we’ve also delivered bespoke training sessions online or in-house.

Advanced Pardot support for global initiatives

We work closely with the global Pardot team who act as a centrally-focused marketing systems team. We support them with the strategic aspect of Pardot and help formulate an effective marketing automation strategy to ensure they get maximum return on investment. Advanced reporting and regular audits also highlight where global campaigns can be improved, ensure a consistent use of Pardot and maintain a tidy Pardot account.

The Good Care Group

At a glance

Company: The Good Care Group
Sector: Social Care
Objective: To build an easy-to-use platform for carers to record outcomes from client visits.
Solution: A Salesforce Community allowing carers to record comprehensive details relating to their clients’ ongoing care and needs.

The Good Care Group is a professional provider of high quality home care that enables older people to live in their own homes for as long as possible. Services include 24-hour live in care, day care and a respite service. Their professional carers are employed by them (no agency staff) and they are leading the way in supporting those with specialist medical conditions, including dementia, Parkinson’s, MS and Motor Neurone disease, improving overall wellbeing and quality of life.

Transforming the world of residential care

The Good Care Group’s main objective is to revolutionise care and make a real difference to the way residential care is delivered to older people in their homes. For them, technology is critical in being able to evidence the outcomes that they work to achieve with clients and it helps them to scale their business without forfeiting on levels of care.

Monitoring the health of clients

An integral part of the service that The Good Care Group provide for their clients is to be able to document a client assessment; both to monitor the ongoing care of the elderly person being cared for and to provide insight for the family of their clients. With a paper-based system, the documentation was onerous for the carers to complete, the data wasn’t available for the families or the carers handing over shifts quickly enough and the system was slow to spot trends or health issues.

Driving efficiencies across the organisation

To reduce reliance on paper-based documentation, Nebula built a bespoke form solution on Salesforce to capture a wealth of information. The form solution can be built and configured using a straightforward interface with no coding required and the information can either be written to fields in Salesforce directly or stored in JSON fields (to be called on for auditing purposes if required). The information can be shared across carers and head office can be alerted immediately about any incidents.

A seamless transition for hundreds of carers

The form solution was well received by over 700+ carers, with only a handful of adoption issues on the day it was launched. This is testament to the partnership that Nebula and The Good Care Group had in bringing together key business objectives, the technical capability of the Salesforce platform and ultimately what this meant for the end user experience.

Bringing a community of carers together

Carers working remotely often did not feel part of a team, and had limited interaction with colleagues. There was also limited scope for knowledge sharing and transfer. Nebula built a community for carers to log into whilst in placement as a central repository for all information previously captured on paper-based forms. Additionally, using Chatter, Community users can create and contribute to groups, with the majority having over 40 members.

Azur

At a glance

Company: Azur Underwriting
Sector: Financial Services, Insurance
Objective: To build a customer-centric platform for brokers in line with Azur’s branding
Solution: A fully-branded Salesforce Community aligned with the company website, offering a streamlined user experience and holding data directly in Salesforce.

Azur is a Managing Digital Agency (MDA) working in partnership with AIG, one of the world’s largest and best-respected insurance companies. As a relatively new entrant to the insurance market, they aim to disrupt the industry with the use of technology and ensure a seamless user experience for brokers selling to high net worth individuals. Broker iQ is a community designed for brokers to learn, and more importantly log those CPD hours, in a regulated industry where professional development is an essential part of their role.

Reimagining insurance for brokers and their clients

Fintech is awash with disparate and legacy software and building a connected platform to handle the whole customer journey in one system was no small undertaking. Careful choice of the leading technologies was essential and for that, Salesforce was a clear winner.

Obsessed with user experience

Azur’s customer-focused mentality has helped them to build a product that puts the user experience at the forefront of everything they do. The same user experience needed to be implemented across their online portal for brokers and a Salesforce Community enabled them to do just that.

Building a fully-branded platform for brokers

After creating a premium product for high net worth customers, Azur wanted to ensure that the Salesforce community encompassed the branding and slick design of their website. We worked with the same design agency that created their website to build a fully-branded platform for brokers called Broker iQ. We created a component driven community that doesn’t show any sign of the fact that Salesforce is running everything behind the scenes.

Data in one place

The Broker iQ community is a one-stop-shop for Azur’s brokers to access materials and take multiple choice assessments that count towards their Continuous Professional Development (CPD). It means that Azur now have accurate data in Salesforce that tracks which brokers have viewed content and how much time they spent on it.

Back to the user experience (we did say they were obsessed!)

Brokers can now move seamlessly from the Azur’s website to their very own broker community, without feeling as though they have entered a new site. The CPD functionality has proved extremely popular and is one of the reasons why so many brokers have signed up to use the platform.