Client Type: Mid Market Enterprise Medical Device and Pharmaceutical Therapies
Solution: Salesforce + Account Engagement + Data Governance + Training + Managed Services
Gabriel Sales becomes to go to resource to support Marketing, Salesforce and Sales Team to manage technology from inbound lead, to lead nurturing through a seamless hand off to sales to support complex sales account based marketing programs. Gabriel Sales provides Salesforce Development, Account Enagement (Pardot), Automation Workflow Best Practices, Third Party Integration Implementation/Monitoring and Ongoing Marketing Ops, Data Governance, Dashboards, Insights and Data Support.
Situation
Gabriel Sales was initially engaged by the Global Salesforce Admin support team to assist them with best practices to improve the number of Sales Qualified Leads, to optimize the hand off from marketing to sales and finalizing the implementation and integration of two Salesforce Account Engagement (Pardot) instances for to ensure HIPAA compliance, One instance was seamlessly integrated with Salesforce Health Cloud, while the other was linked to a B2B instance of Salesforce.
After helping to implement and optimize both instances Gabriel Sales trained the Company’s internal marketing resources to manage the Health Cloud instance (to meet the more complex HIPAA compliance issues).
The decision was then made by the Global Salesforce Admin Team to retain Gabriel Sales to support the Global Marketing team for continued day to day management and optimization of Salesforce Account Engagement (Pardot) and its Engagement Studio features to support the Global Marketing Team.
Company had developed a database of 80% of the local target market.
Challenge
Global Salesforce Admin team was tasked with supporting the use of Salesforce Account Engagement and Salesforce for Global Marketing Efforts. After trying to train their existing team and several failed recruiting efforts they hired Gabriel Sales to support the Global Marketing Team.
The Global Marketing Team, skilled in brand, creative, strategy, HIPAA Compliance and live and virtual event planning, was tasked with supporting the marketing of multiple products and markets across North America, South America, Europe and Asia. The primary focus of these tools was to support the company’s primary channel of Account Based Marketing through digital channels with a primary focus on both virtual and live events. Company was running major events monthly with smaller events on a weekly basis in addition to constant SEO and Digital Media Spends.
Company needed a team of Certified Account Engagement (Pardot) Specialists and Certified Salesforce Admins to support these efforts in North America while simultaneously helping to build repeatable processes to support the same processes globally across multiple divisions with different ABM campaigns.
Solution
After Gabriel Sales assisted with the initial integrations and optimizations to get Salesforce Account Engagement (Pardot) ready for live deployment, the Global Salesforce Admin Group and Global Marketing Group retained Gabriel Sales to support the day-to-day execution of multiple Account Based Marketing Programs and continued technology system optimizations.
The Global Marketing Team then supplied the content and creative, the strategy and the desired markets. Gabriel Sales then managed:
Salesforce Engagement Studio Programs and Campaigns including:
- Audience Segmentations
- Email Templates
- Custom HTML
- Workflow Logic
- Reporting
- Forms
- Triggers
- Testing and Q&A
Gabriel Sales also Manages:
- Data Hygiene
- Global GDPR Compliance (with Legal Team’s Oversight)
- HIPAA Compliance (with Legal Team Oversight)
- KPI Reporting
- Conversion Reporting
Results
Year 1
During the first year of the engagement Gabriel Sales was able to collaborate with the Salesforce Admin Group and Global Marketing Team to launch the technologies and simultaneously create all the necessary process, workflows and best practices to support one product in North America.
Supported 1 product in US across 12 ABM segments and implemented Virtual Events, KPI Dashboards, Attribution Reports and HIPPA best practices across all campaigns – image summary
Ramped to 300K email sends with 8 comprehensive campaign dashboard and 2 sales management workflows – image summary
Year 2
With SOPs, Processes and Workflows in place Global Marketing Team was able to roll out support and scale to additional Regions for Multiple Product Groups. Within 2 years this resulted in a 4X Output of Sales Qualified Year over year on same marketing spend.
About the Company
A medical device company that develops technologies and therapies. The company markets its products through a network of distributors in North America, Europe, South America and parts of Asia.
About the Engagement
Gabriel Sales worked with the company to develop processes and Standard Operating Procedures in the US Market one division at a time for North America. Once processes were defined Gabriel Sales supported scaling globally.
Marketing
The company has multiple solutions and needs to sell to and educate specific markets including distributors, practitioners and hospitals and existing customers.
Primary Focus
Filling both virtual and live events with specific audiences.
Written by: Carol Springer – Co-Founder Gabriel Sales, Head of Salesforce, Account Engagement (Pardot) & Marketing Cloud Next Consulting
