Align marketing and sales to empower your team with warm leads by using automated journeys to engage cold prospects, build pipeline, and prove marketing’s impact on revenue.
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Scale Lead Engagement and Measure Marketing Performance
Objective 1: Master attribution and incrementality by identifying which marketing campaigns actually drive new deposits.
Objective 2: Learn how to scale operational velocity and produce campaigns 82% faster using a unified data foundation.
Objective 3: Optimize team strategy by shifting staff to agentic oversight to drive 33 times more client interactions.
, Marketing Manager, Farm Credit Mid-America
, Industry Advisor FIS - Chief Domain Officer - Digital, Salesforce
Role: Marketing
Industry: Financial Services
Product: Marketing, Data 360
Topic: Account and Opportunity Based Marketing
Session Level: Intermediate
Session Type: Theater
- Wednesday, Jun 39:00 AM - 9:20 AM CDT(2:00 PM - 2:20 PM GMT)Theater 5 | Campground, Level 3FIRST COME FIRST SEATED
Session Summary: This session focused on the fundamentals of marketing for financial services and how leveraging existing data can drive business outcomes, with a strong emphasis on aligning sales and marketing teams. By utilizing tools like Marketing Cloud, the customer showcased Farm Credit Mid-America's success activating dormant data, creating efficient prospecting journeys, and improving data quality to achieve significant results. The presenters highlighted the importance of defining common terms, building trust in systems, and using multi-channel approaches, including direct mail and digital journeys, to engage with both new and existing prospects. The session also underscored the value of testing, incremental learning, and simplifying automation processes to optimize marketing efforts and deliver measurable business impact, including $8 million in revenue and 44 closed loans from improved prospecting efforts.
Key Takeaways:
• The use of Journey Builder in Marketing Cloud enabled the creation of streamlined prospecting journeys, resulting in 280 new opportunities, 350 converted lead records, and $8 million in revenue.
• Defining common terms and fostering collaboration between sales and marketing teams were critical to building trust in the Salesforce platform and achieving alignment on business goals.
• A dual-channel strategy combining direct mail and digital journeys proved highly effective in engaging different customer segments, with direct mail particularly resonating with traditional agricultural customers.
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