Integrating Marketing Cloud with Salesforce Service Cloud to improve customer engagement
Noltic worked with an existing Salesforce Service Cloud setup and a custom AWS system to implement user engagement automation with Marketing Cloud services for a European digital bank.
FIBR is a digital bank that offers loans to European business owners with funds coming from European savers. A tradename of Amsterdam Trade Bank N.V., FIBR is a financial company from London, UK, with headquarters in the Netherlands. They’re one of only a few lenders that cater primarily to small and mid-size enterprises (SMEs).
The FIBR team was having issues with external communication spending 2-15 minutes on each outgoing email, and with as many as 6,000 emails sent in one quarter, the inefficiency was adding up. FIBR knew they needed to improve how they handled emails – automate their creation, sending and tracking. Otherwise, employees would keep wasting increasingly more time in labor-intensive processes.
FIBR had already had their Salesforce Service Cloud license for selected teams’ operations, and Noltic was helping them set up and support this initial CRM. As a full-cycle Salesforce agency, we consulted the client, figured out their needs and integrated the Salesforce Service Cloud according to their specific business case. On top of that, we integrated the platform with FIBR’s customer-facing application on AWS and with GraphQL.
To kick off the email automation process, FIBR needed to set up the Marketing Cloud service, and Noltic was once again their choice to handle all Salesforce-related activities so that the client wouldn’t have to worry about anything. Often, customers need to hire a third-party company to work on Marketing Cloud configurations because it is a huge chunk of work that differs from all the usual Cloud services. However, since Noltic is a company that’s well-rounded in Salesforce and solely focused on it, we were bound to cover every part of the process.
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FIBR was sending approximately 2,000 emails per month to its clients, which was taking up 70-500 work hours of its employees. They needed an efficient way to distribute emails so that their team could focus on other types of customer service.
Each of the different types of emails they sent was highly personalized and entailed a lot of dependencies. Everything was done manually, from furnishing the templates to tracking dates and sending reminders. The whole process was as challenging as it was resource-intensive.
To optimize it, FIBR needed to partially or fully automate every step of their work with emails. The company already had a Salesforce CRM for their Ops, Risk, and Sales teams. The next step was integrating their custom-built platform with the new Salesforce org, starting with Marketing and Sales Cloud.
FIBR needed a team of Salesforce administrators and developers who could work on the project right away – the goal was to start in just a week. After a few calls, the team was convinced that Noltic could offer the solution they needed.
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We started with the following points that make up the general configuration of a platform:
- Setting up the Sender Authentication Package (SAP) — the Marketing Cloud account branding tool that allows clients to use proper branding, send emails from the authenticated domain, and create landing pages with their own domain;
- Setting up the communication process with Marketing Cloud Support;
- Setting up the installed packages for the integration of the Marketing Cloud with the Service Cloud;
- Setting up Send Classifications that automatically populate emails with the correct CAN-SPAM classification, sender profile (from information), and delivery profile (email footer).
After that, we proceeded with the other steps to meet FIBR’s specific needs. They included:
- Integrating the Salesforce accounts with the external system;
- Implementing the functionality that triggers an email from the external system (triggered send func), with the goal of sending the email directly from the Salesforce Service Cloud (the data for the templates is stored in an external system, not the Salesforce account);
- Setting up the automation feature that enables sending emails with personalized and dynamic content using triggered sends and the Journey Builder;
- Building content for the client (email messages, templates, content blocks, landing pages) with HTML and out-of-the-box features;
- Using AMP-Script code to automate building emails using different content blocks;
- Creating landing pages with a smart capture form to collect data from customers and automatically create leads in Service Cloud;
- Building personal customer journeys for better engagement with them;
- Tracking sends with clicks and opens behavior, conversion tracking, comparing tracking results, making reports, etc.
More than 50 people were working on the integration, including tech leads, designers, backend and frontend developers from both sides. The Noltic team included one Salesforce architect and two Salesforce developers that were integrating Service Cloud as well as two other professionals who were working on Marketing Cloud – a Marketing Cloud developer and a Marketing Cloud consultant.
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- Configured Marketing Cloud functionality;
- Automated email distribution with customized dependencies triggered by various events;
- Created marketing content (emails, landing pages) and partially automated its creation;
- Created email distribution with a high level of personalization;
- Automated and configured data exchange between Marketing Cloud and Service Cloud.
With the automation of email processing, FIBR’s team is now free to focus on providing value-added services to its customers. The way Noltic configured FIBR’s Marketing Cloud functionality allowed email processing to be both automated and highly personalized.
- Consistent branding enhanced consistency and client trust;
- Facilitated cross-team collaboration;
- Personalized and dynamic email campaigns improved customer engagement;
- Simplified content creation reduced time spent on redundant tasks;
- Automatic lead creation in Service Cloud, improved data collection and lead management;
- Customizing customer journeys led to better engagement;
- Detailed tracking improved campaign performance;
- Automated data exchange ensured accurate and up-to-date information across platforms.
The CTO of FIBR points out the remarkable contributions and intends to keep working with Noltic: "Engaged and high quality professionals. Flexibility managing changes according to our company circumstances. We really appreciated their ownerships and commitment to the projects."
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