A major U.S. based financial institution, operating across hundreds of branches and serving millions of customers, was struggling to modernize its marketing operations. Despite a strong brand and large customer base, its marketing engine was outdated, slow, and disconnected from real customer needs.
Campaigns were broad and generic.
Data was scattered across multiple systems.
Segmentation was poor.
Personalization was nearly impossible.
The organization partnered with us to rebuild its marketing foundation using Salesforce Marketing Cloud and to establish a scalable, automated, data-driven engagement model.
Customer information was scattered across core banking systems, loan and credit-card servicing platforms, email tools, and offline branch interactions. Because none of these systems spoke to each other, no team had access to a complete customer profile. This fragmentation made accurate segmentation, personalization, and real-time engagement nearly impossible.
With only partial behavioral and demographic insight, every customer received the same generic communication. High-value clients were treated the same as low-intent prospects, and the lack of contextual messaging led to consistently low engagement and weak conversion rates.
Campaigns depended on manual list uploads, manual segmentation, and manual customer selection. Each step introduced delays and errors, and by the time a campaign went live, the data was often outdated. This made the entire marketing engine reactive instead of proactive.
Because customer data and campaigns weren’t connected, leadership couldn’t see which messages performed, which segments responded, or which channels drove revenue. Without a reliable feedback loop, marketing decisions relied on guesswork rather than measurable impact.
The marketing team lacked a dependable, unified system to run campaigns, causing delays and inconsistent customer engagement. Their tools operated in isolation, making automation and real-time communication nearly impossible. Marketing Cloud gave them the structure to consolidate operations and automate key processes without overhauling existing systems. This directly resolved the gap caused by fragmented tools and slow execution.
Primary enhancements delivered:
This foundational setup replaced scattered workflows with a single, efficient engine. Teams could launch campaigns faster, track interactions accurately, and maintain predictable, always-on engagement across channels.
Because data lived across multiple banking systems, the institution struggled to build targetable segments. They needed a unified profile that captured behavioral, demographic, and transactional details. Contact Builder served as the ideal structure to merge these signals and enable more accurate targeting. This solved the earlier challenge of generic segmentation and limited customer understanding.
Segmentation upgrades completed:
These improvements allowed the team to shift from broad messaging to precise, relevance-driven communication. Engagement rose as customers began receiving content aligned with their needs and timing.
Customers previously received irrelevant or repetitive messages because campaigns were not connected to real behavior. Journey Builder enabled the institution to automate communication that adapts to each customer’s stage and actions. This directly addressed the gap created by manual campaign operations and the lack of dynamic engagement.
Journey components delivered:
These journeys created continuous, context-aware interaction rather than sporadic batch messaging. Customers experienced smoother onboarding, timely nudges, and more relevant content, improving satisfaction and conversion potential.
Without integration, marketing could not see customer activity from branches, service teams, or account servicing. They needed a shared, real-time profile to ensure accuracy in messaging and segmentation. The Salesforce CRM connection gave them one view of customer behavior, resolving the disconnect described earlier.
Integration elements implemented:
This unified profile dramatically improved personalization and message timing. Marketing gained access to insights that were previously locked inside other systems, leading to more impactful customer engagement.
Leaders struggled to understand which campaigns drove engagement and what contributed to revenue. They needed clear, real-time reporting to prioritize investments and refine strategy. The new dashboards replaced guesswork with structured performance insights tied to customer behavior.
Analytics improvements delivered:
This visibility allowed leadership to evaluate campaigns with confidence and adjust strategies based on real results. Budgeting improved, content became more targeted, and the marketing team finally had a measurable impact narrative.
35% Increase in Email Open Rates: Personalized dynamic content and smarter segmentation significantly improved attention and engagement.
25% Increase in Click-Through Rates: Relevant messaging inspired customers to take meaningful actions.
20% Growth in Conversion Rates: Automated journeys, timely nudges, and better segmentation led directly to more product applications and activations.
Deeper Customer Insights: Teams now understand customer behavior across both digital and branch channels.
Better Customer Experience: Customers receive timely, context-aware messages that enhance trust and satisfaction.
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