Case Study

Multinational Increases Lead Generation 60% by Addressing Branding and Technical Issues with the Help of Cloud Consultings

The Problem

A large Fortune 50 company grew via acquisition and organic growth but focused more on lead generation versus demand generation. As a result, the global marketing lead was tasked with remedying a diluted corporate brand stemming from distinct promotional campaigns and brand messages per solution, region, and channel.
The team came to the CCI team looking to reverse the commoditization trend and eliminate the “sea of sameness” in their messaging while ensuring a strong global brand.

Cloud Consultings Perspective

Cloud Consultings’ experts understood the distinction between both lead and demand generation as well as how the two overlap. The challenge the marketing team faced was their internal team’s understanding of their audience per region, which the marketing lead generation teams used to rationalize distinct messaging per region. There was no “one size fits all” approach, and the company’s brand recognition was eroding.

The Task
The company’s lead generation process began to be less effective. The CMO was tasked to create one global unified marketing strategy (for demand + lead generation) to streamline marketing messaging for customers, which could be used across regions. Then, using corporate branding as the overall message, the company would be able to apply it to different channels across the regions.
Cloud Consultings Three-Part Technical and Creative Solution

Tangible Results

Over time, the clients’ marketing teams could respond to and anticipate their customer needs at a record level. Those interactions, enabled by the Salesforce Marketing Cloud, allowed for personalized, 1-to-1 communications that moved the customer along in their unique journey. This solved not only the demand but the lead generation issues at the organization.

Below are how the technical components can be utilized across a project:
Net Impact
The lead generation acquired rate increased to 60%.
Customer engagement across all channels is better than ever before.

Client's Feedback

CCI team helped us reduce the customer response time and improved the overall experience. Their team was very professional and 

Mary Jane

Project Lead,  CRCS Courier

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