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How to Know Your Customers: Real-World Stories of Success with Salesforce and Google Together

Salesforce for Marketing Guest Series

Nick Johnston | 11.14.2019

As a part of our new Salesforce for Marketing guest series, we’d like to showcase one Salesforce partnership that has helped marketers to better know and understand their customers.

In 2017, Salesforce and Google announced a strategic global partnership to deliver an even better, more collaborative experience across many of our products. But what does that really mean? For many of our joint customers, it’s been about leveraging industry-leading productivity, marketing, and cloud platform tools to learn how to better know their customers.

It’s one thing to say a partnership is happening—and quite another to see the outcome. The adoption and benefits gained as a result of our various product integrations have been incredible, from increased engagement with marketing campaigns, to improved conversion rates, to huge administrative time saved that allows for more time on high-value activities, like building relationships.

Here are just a few of the real-world examples of customer success with Salesforce and Google together: 

Conagra Brands

Conagra Brands recognized that reinvention was needed to drive growth with its popular brands, including Birds Eye, Marie Callender’s, Healthy Choice, and Angie’s BOOMCHICKAPOP. In 2016, the company changed its name from ConAgra Foods to Conagra Brands and began its digital transformation in an effort to not only better know their customers and understand their preferences, but also deliver on that information with products consumers want.

Thanks to demand science, Conagra is innovating new processes and products—and Marketing Cloud’s integration with Google Analytics 360 is helping them to achieve it. With the integration, they can uncover more precise behaviors of what consumers are actually doing (versus what they may say they are doing). With the Salesforce platform, they can contextualize their content and identify where there is growth potential. Read the whole story here

Nielsen 

Nielsen is the number-one source for consumer behavior and is trusted to provide the insights and data for what consumers are listening to, watching, and buying. While in the midst of transforming how the company sells, they undertook an effort to optimize the process and add productivity steps throughout. They also needed better tracking of customer engagement activities and faster completion of administrative tasks in order to understand the context and status of the sales funnel. Nielsen turned to Google Cloud’s G Suite and Salesforce Service Cloud and Sales Cloud to make it happen with a multi-phased approach of implementation for each from 2015 to 2018.

Now, with the Salesforce and G Suite integrations, Nielsen gets a more complete picture of the customer whether they are working in their email or CRM, with data easily shared and viewed between the two. The results? They’re already saving about 100,000 administration hours a year. For example, the Nielsen team recently implemented the Salesforce Gmail Integration and Lightning Sync for Google Calendar for quick and simple tracking of integrations. The feedback has been glowing. First pushed out to 500 users with a goal of 1,000 by the end of the year, the integration is saving about two hours per week in administration time for each sales rep—building up to a potential 100,000 hours of sales efficiency gained companywide. Read the whole story here.

Travel Money Oz

As Australia’s leading currency exchange provider, Travel Money Oz helps travelers buy and sell currency, purchase travel money cards, and much more. The love of travel builds connection with their customers, but the company needed to find other ways to know their customers and better engage with them. After improving their Google Analytics 360 implementation to understand their site engagement, they were surprised by what they found. A substantial number of customers were abandoning their shopping carts before purchase.

It’s one thing to uncover the problem—and quite another to find and implement the remedy right away. Google Analytics 360’s integration with Marketing Cloud helped Travel Money Oz re-engage these visitors quickly through an email campaign. The marketing team didn’t need to rely on data scientists, analysts, or other internal resources; they could quickly and efficiently build the campaign with just a couple of clicks. After launching the campaign, they achieved a 175% increase in email open rate and a 9X increase in email click through rate compared to previous campaigns. Most importantly, online sales from their entire email channel improved by 12%. And they aren’t stopping there as they explore new ways to use the Google and Salesforce integrations. Read the whole story here.

Rakuten OverDrive 

As the leading digital reading platform for libraries and schools around the world, Rakuten OverDrive is committed to creating and maintaining incredible customer relationships. In order to improve their marketing, the team implemented Marketing Cloud in 2017 to understand customers’ engagement with marketing, including emails. In the summer of 2018, Rakuten OverDrive added Google Analytics 360 to the mix. And a whole new world of possibilities opened.

The team is now able to really know their customers digital communication preferences—and what’s working or not. The integration allowed better understanding of librarians engaging with the company’s weekly newsletter to the website. As a result, the newsletter could be further optimized with the customer in mind. With the Marketing Cloud and Analytics 360 data in one spot, Rakuten OverDrive can focus on real conversions—not just clicks—and meeting the needs of their customers. Read the whole story here

Legacy.com

With more than 30 million unique visitors per month, Legacy.com is the world’s largest commercial provider of online memorials and obituaries. With a constantly increasing user base, the customer activation team needed a better way to manage and automate communications. They adopted Marketing Cloud and began using the Google Analytics 360 integration. With the ability to tap into hundreds of millions of customer records, Legacy.com could truly understand its marketing channels and allocate the appropriate investments.

But what are Legacy.com’s bottom-line results from using Salesforce and Google? More than 100,000 new subscribers now come to the website per month. Legacy.com has also seen a 10x increase in revenue from marketing emails, and can definitively say that about 5% of all transactions made on the Legacy.com site come from Marketing Cloud-powered emails. Read the whole story here

Budget Direct

As a long-time Marketing Cloud customer, Budget Direct is a data-driven, customer-centric business offering car, home, contents, and travel insurance products direct to customers throughout Australia. Marketing Cloud has powered their campaigns—but they were consistently lacking the web engagement data within Salesforce. To say the least, it was a chore to manually combine Salesforce marketing campaign results with Google Analytics 360 data.

Now that Budget Direct is taking advantage of the Marketing Cloud and Google Analytics 360 integration, life is a lot easier. Not only that, they have gained incredible new efficiency and insights on how to know their customers. Campaign success and opportunities for optimization are more readily apparent by viewing key email marketing metrics side-by-side with web behavior metrics. Previously, the marketing team had to spend a good deal of time to identify conversion trends as well. Accessing Marketing Cloud and Google Analytics 360 in a single platform provides Budget Direct the ability to consult and act on the email and customer journey data more frequently than ever. Read the whole story here.

DroneDeploy

Transforming the way businesses leverage drones and aerial data across industries, DroneDeploy has helped customers map more than 30 million acres in 180 countries. But with more than 2000 customers, hundreds of daily leads, and disparate systems, the sales and customer success team was grappling with routing, processing, and tracking. DroneDeploy began the implementation of Sales Cloud and quickly saw the benefits—especially with the integration of Lightning and G Suite for Gmail.

Instead of toggling back and forth, sales reps use Gmail for 90% of their work and are now much more productive and efficient. With Lightning for Gmail, all of the customer information is at their fingertips, which leads to better responses and understanding of customer needs. Data entry is also greatly alleviated; sales reps can add contacts to an email thread with just one click and save five minutes for each record. Not only that, DroneDeploy has seen a 50% improvement with proactive lead follow-ups and a 25% improvement in forecast accuracy. Read the whole story here.

Learn more about how to know your customers with Salesforce and Google together at Salesforce.com/Google.

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