How Salesforce products integration can facilitate marketing automation in your company: insights from our project

Meeting today’s high customer expectations is tough, especially if you’re stuck in a cycle of manual marketing processes. For many teams, this setup leads to missed chances, inconsistent messaging, and a customer experience that feels disconnected. The reality is that without a strong marketing automation strategy, keeping up with personalization and timely engagement can quickly become overwhelming.

With competition heating up, not having a unified view of your customer data can hold back growth and hurt profitability. Only 25% of companies have fully integrated their marketing tools—meaning most are missing the insights needed for targeted, impactful campaigns. This lack of integration doesn’t just impact your bottom line; it limits the loyalty and satisfaction you could be building with your customers. Without a smooth connection between your marketing and sales efforts, potential revenue and customer loyalty slip through the cracks.

This is where Salesforce can help. With its powerful customer data tools and automation capabilities, you can create campaigns that resonate with your target audience, simplify complex workflows, and boost collaboration across teams. In our experience, an integrated approach with Salesforce can solve these common pain points. In this article, we’ll walk you through a recent case where we helped a client who used to send over 2,000 personalized messages manually. Curious how we turned that into an automated, efficient process? Read on to see exactly how it’s done.

How we saved a digital bank over 400 work hours in message-sending

FIBR, a digital bank focused on helping small and mid-sized European enterprises, found themselves at a crossroads. Serving up loans to local businesses with funds from European savers, FIBR grew quickly but struggled to keep up with the demands of email communications. With around 2,000 highly tailored emails going out monthly, each one taking 2–15 minutes to draft, their team was spending up to 500 hours every month on emails alone. For a bank focused on small businesses, this was time they simply couldn’t afford to waste. They needed a way to work smarter, not harder.

That’s when FIBR partnered with our team at Noltic to tackle this challenge head-on. We immediately saw that this was more than a small adjustment; it was about automating an essential communication channel tied into their Salesforce Service Cloud setup and a custom AWS system they already used. From the start, our goal was clear: create a fully automated system where emails were not only easier to send but also delivered with FIBR’s unique branding and personalized touches. This way, their team could focus on high-value tasks instead of labor-intensive processes.

Our project kicked off with assembling over 50 experts—Salesforce architects, developers, and consultants from both our team and FIBR’s side—to ensure we covered every angle. Here’s how we made it happen:

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Platform configuration:

• Set up the Sender Authentication Package (SAP) for branded, authenticated emails.
• Configured Send Classifications for compliance and accuracy.

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Email automation:

• Built automation for sending emails from Service Cloud with data from FIBR’s external systems.
• Created dynamic, personalized emails using AMP-Script for customized content blocks.
• Enabled Journey Builder to automate personalized customer journeys.

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Customer engagement tools:

• Developed landing pages with smart capture forms for data collection and lead generation in Service Cloud automatically.
• Designed email templates, content blocks, and landing pages, all customized to FIBR’s needs.

Throughout the project, FIBR’s CTO acknowledged our flexibility and commitment, pointing to the strong, ongoing partnership that grew from this collaboration. The results have been transformative: FIBR now has a fully automated email system that runs seamlessly with minimal intervention, reducing the time spent on manual emails to almost zero. Their marketing team can now focus on meaningful customer interactions, confident that every email sent out reinforces their brand and speaks directly to their customers’ needs.

Our integration work didn’t just automate emails; it improved cross-team collaboration, streamlined customer engagement, and ensured FIBR’s brand remains consistent in every message. This case with FIBR stands as an example of how an automated approach, combined with Salesforce’s tools, can reshape a company's communication strategy for the better.

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Our top marketing automation tips, drawn from this project experience

Setting up and personalizing Salesforce Marketing Cloud is a complex process that requires an experienced implementation partner. Our deep expertise in marketing automation, backed by 300+ Salesforce certifications, ensures that every piece of your integration—data mapping, content personalization, and system alignment—works seamlessly. With our experience of delivering 110+ successful projects, we handle the complexity, enabling you to focus on driving results.

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Embrace full integration of systems
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When your customer-facing systems communicate seamlessly, data flows without disruption, helping you deliver targeted, personalized marketing. Integration isn’t just about connecting systems; it’s about building a foundation for data consistency and accessibility across your entire organization.

• Use API-driven integrations to connect your existing systems with Salesforce Marketing Cloud, ensuring data accuracy.
• Automate data syncs to keep customer data updated in real-time, so your team can save time on a manual data entry.
• Consolidate data silos by integrating all customer interaction points, from your website and CRM to your social media platforms.

"During our collaboration with FIBR, we focused on several key factors: simplifying email delivery, ensuring easy access to data, boosting operational efficiency, and paving the way for future growth. To accomplish this, we integrated their customer-facing application with AWS. This integration automated the email-sending process, making it much more efficient. It also allowed for seamless data transfer between systems, which greatly simplified operations. And as their customer data continues to grow, AWS stands ready as a scalable solution, supporting FIBR’s expansion during times of rapid growth." - says our CTO, Vlad Petrovych.

Prioritize data-driven decision-making
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Data should guide your marketing strategies, helping you pinpoint what works and what doesn’t. Salesforce’s analytics tools allow you to monitor key metrics like open rates, click-through rates, and customer engagement levels, enabling data-driven marketing adjustments for better campaign performance.

• Set up real-time reporting dashboards in Salesforce for campaign management and performance monitoring.
• Use A/B testing to experiment with different content to see what resonates best with your audience.
• Analyze segment performance by monitoring which customer segments are engaging most, and adjust your campaigns to focus on high-impact segments.

"The potential of Salesforce for personalized marketing is truly limitless. When everything is configured correctly, you can gain real-time insights that empower you to adapt your strategies on the fly. Plus, you can segment user data to achieve hyper-personalization, tailoring your approach to meet each customer's unique needs." — says Igor Petrovych, Noltic's CEO.

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Automate with a focus on customer experience
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Automation should always prioritize the customer experience, ensuring your automated communications feel timely, relevant, and personalized. With Salesforce, you can automate while keeping messages meaningful and responsive to individual customer actions.

• Define behavioral triggers after a user completes certain actions (such as opening an email or visiting a webpage) to send timely, relevant messages.
• Set up journey paths that adapt based on customer responses, such as follow-ups for opened but unclicked emails or personalized offers for high-engagement users.
• Regularly review automated messages to ensure they’re still relevant and don’t feel impersonal.

According to our CTO, Vlad, "Our client's main goal was to automate their email-sending process. But with the right setup, we could accomplish so much more. Of course, this automation allowed their team to shift their focus to critical aspects of customer service. However, we also implemented triggers based on user behavior, ensuring that the emails were not only personalized but also tailored to how users interacted with their content. This level of customization would have been nearly impossible to achieve manually."

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Use dynamic content for personalization

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With Salesforce, dynamic content enables you to tailor emails based on each recipient’s unique characteristics, like location or previous interactions. Using customer data to drive content will make your messages more relevant and engaging.

• Leverage AMP-Script to create dynamic email sections, pulling in data such as user names, recent purchases, or location-based offers.
• Create audience-specific templates with variable content blocks to reuse the same template across multiple segments.
• To increase relevance, incorporate recent user actions (e.g., cart abandonment, content viewed) into your dynamic content.

"With Salesforce storing all your customer data, you have the power to create dynamic content that automatically adjusts based on user demographics and behavior. For example, emails can be personalized according to a customer’s location or transaction history. It’s a game-changer for any company aiming to make their communications more tailored and relevant to each individual." – adds Vlad.

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Create a unified marketing strategy 

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A unified marketing approach means aligning your efforts across all channels—email, social media, web—to present a cohesive brand message. With Salesforce, you can easily track and adjust your strategy based on customer behavior across different touchpoints.

• Use Marketing Cloud’s Journey Builder to sync communications across channels, providing a consistent message regardless of where customers interact with your brand.
• Centralize data from all channels in Service Cloud to give your team a complete view of each customer’s history.
• Coordinate campaigns by aligning email, social media, and web messaging with consistent themes and calls to action.

As Igor mentions, "The true advantage of a unified, integrated marketing system is that your customers get the same high-quality experience, no matter which channel they choose. Your team has access to the complete interaction history, allowing them to deliver personalized, top-notch support every time."

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Facing a business challenge? We know how to tackle it with Salesforce

Since 2017, our team has been dedicated to helping companies unlock the full potential of Salesforce. From consulting to design and implementation, we’ve guided over 110 projects to success, working with businesses of all sizes across various industries. Our approach ensures you get Salesforce solutions that genuinely work for you—whether it’s optimizing existing setups, launching new products, or improving performance and quality across the board.

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Our expertise and commitment show in the numbers:

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• 110+ projects delivered with tailored solutions, efficient workflows, and a Salesforce system that aligns with your business goals.
• A 4.9-star rating on AppExchange and a 5.0 score on Clutch reflect customer satisfaction with our hands-on support, skilled execution, and ongoing commitment to results.
• With 300+ Salesforce certifications, our team is among the best-equipped to handle Salesforce’s evolving tools and updates, bringing deep knowledge across the platform.
• 10 Salesforce Certified Architects provide strategic guidance and design solutions that ensure scalability, security, and performance for complex requirements.
• Salesforce Summit Consulting Partner—the highest tier in Salesforce’s partner program—means that Salesforce recognizes our experience, dedication, and success in delivering top-notch services.
• As a Crest ISV Partner, we’re recognized for developing top-quality solutions that help businesses tackle their unique challenges directly through the AppExchange marketplace.

When you work with us, you get a partner who understands how to design and implement Salesforce solutions that move your business forward.

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To sum up 

Proper product integration is like having a vision for your marketing: personalized, timely communications that engage each customer and drive real connections. Yet, the reality often looks different. Teams get bogged down with manual processes, data is spread across disconnected systems, and creating meaningful customer experiences becomes a daily challenge. FIBR, a digital bank helping small businesses, faced this exact problem. With thousands of emails to manage each month, they were drowning in repetitive tasks that left little room for strategic growth.

That’s where our team at Noltic stepped in. By integrating Salesforce Marketing Cloud with FIBR’s existing setup, we transformed their approach to email communication. Together, we built an automated system that allowed FIBR to send personalized, data-driven emails effortlessly. Their team no longer had to spend hundreds of hours on manual tasks—instead, they could focus on providing value where it mattered most.

This is just one example of how we approach marketing challenges with Salesforce. Since 2017, we’ve been dedicated to turning complex marketing visions into reality, guiding companies through every step of their Salesforce journey. Whether it’s automating workflows, connecting systems, or customer journey mapping, our team of certified Salesforce specialists knows what it takes to make marketing efficient and impactful.

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FAQs

What are the benefits of using Salesforce for marketing automation?

Salesforce streamlines marketing by centralizing customer data, automating workflows, and offering tools for creating and tracking campaigns. With Salesforce, you can better segment audiences, customize messages, and track real-time performance, all from a single platform. This enhances your ability to engage customers with timely, relevant messaging and frees up your team from repetitive tasks, leading to improved productivity, higher engagement rates, and, ultimately, a better ROI for your marketing efforts.

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How does Salesforce Marketing Cloud help with marketing automation?

Salesforce Marketing Cloud is built to manage customer relationships across channels, allowing you to automate email, social media, SMS, and web interactions.

• Tools like Journey Builder help you design multi-step customer journeys that adapt based on customer interactions.
• With Audience Studio, you can segment customers using behavioral data to target them with precision.
• Marketing Cloud also offers analytics tools to monitor engagement and measure campaign success, giving you insights to adjust and improve future campaigns.

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What are some examples of personalization with Salesforce?

Salesforce enables deep personalization by allowing you to tailor marketing based on individual customer data. For example, you can create dynamic email content that adjusts based on each user’s preferences, such as location-based offers or product recommendations tailored to their previous purchases. You can also use behavioral triggers, so if a customer visits a product page but doesn’t buy, Salesforce can automatically send a reminder email. Personalized journeys make each customer interaction feel relevant and increase engagement by responding to specific actions and preferences.

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How can Salesforce be integrated with other marketing automation tools?

Salesforce supports seamless integration with many popular marketing tools, such as CRM, CMS, and analytics platforms, through its robust API and pre-built connectors. For example, Salesforce can integrate with tools like Google Analytics to bring insights directly into your CRM or with CMS platforms to ensure consistent content delivery across websites and apps. Custom Salesforce integrations with tools like Pardot or HubSpot are also common, enabling you to unify data across platforms. This integration creates a comprehensive view of customer interactions, improving your ability to deliver coordinated, multi-channel marketing.