Information Security Provider2018-10-07T15:02:52+00:00

Professional Services
CMS, CRM

Information Security Provider

A leader in information security upgrades Salesforce for smarter sales decisions.

Goal

Improve customer insights by using integrations to optimize the Marketing Automation Platform (MAP), Content Management (CMS), and Customer Relationship Management (CRM) systems.

Information security has become increasingly important. A global security software company’s clients, large and small, depend on them to keep valuable information safe. Security threats have become more advanced over the years and organizations seek reliable solutions for the safety of their data.

This leader in information security was in the process of digital transformation by choosing a CMS (Content Management System), while leveraging Eloqua and Salesforce. They wanted smarter, more personal engagements with their customers especially since they have a complex sales model.

Salesforce, the CRM of choice, needed the ability to keep up with opportunity changes and updates in order for the Sales team to work more effectively. Since the Sales team usually has multiple opportunities within a given account, all at different stages in the sales cycle, it became extremely complex. Lead capturing also proved to be challenging without integration.

Challenge

The primary issue the security provider faced was tracking customer engagement. They wanted to know more about their customers. The road to better customer engagement begins with capturing valuable customer data, which comes from increased technology functionality.

Progressive forms were created with a Sitecore and Eloqua integration. These forms add different fields to the same form to capture more information from users. Anytime users see a form it asks them different questions. This allows the security software company to build out a more complete customer profile.

Because of a complex sales process, Salesforce was reworked with integrations to improve the way the Sales team views opportunities in an account. It now allows them to engage and nurture contacts from opportunities that really matter. Their processes became more refined and this was done with the Arke team’s expertise in platform integrations.

Arke was tasked with providing a solution to help the client gain a comprehensive view of their customers.

Without it, their Sales team would struggle with knowing which leads were more valuable and when to adjust their nurturing process.

Per the client’s request, the solution had to include:

  • Provide a solution to help our client gain a comprehensive view of their customers.
  • Integrate Sitecore, Eloqua, and Salesforce so the clients team could build and control their own progressive forms more efficiently.
  • Enhance Salesforce implementation to utilize the customer data coming from the Sitecore (CMS) and Eloqua (MAP) systems.

Solution:
Personalized Engagement

The primary issue the security provider faced was tracking customer engagement. They wanted to know more about their customers. The road to better customer engagement begins with capturing valuable customer data, which comes from increased technology functionality. Progressive forms were created with a Sitecore and Eloqua integration. These forms add different fields to the same form to capture more information from users. Anytime users see a form it asks them different questions. This allows the security software company to build out a more complete customer profile.

Because of a complex sales process, Salesforce was reworked with integrations to improve the way the Sales team views opportunities in an account. It now allows them to engage and nurture contacts from opportunities that really matter. Their processes became more refined and this was done with the Arke team’s expertise in platform integrations.

The internet security leader now benefits from a truly optimized MAP, CRM, and CMS. The aligned systems provide a full 360 degree view of their customer and the data to make informed business decisions.

The solution included:

  • Eliminate unnecessary workflows making updates easier for sales.
  • Streamline the Salesforce implementation making sales processes easier to manage and understand.
  • Progressive forms now capture data in a more meaningful way.

Results

The information security leader cut 30 unnecessary workflows which currently conduct lead assignments in Salesforce based on location, language, product request, and sales cycle stage. The new process will be worked into one trigger event that will make it more efficient and easier for Sales to understand updates.

The internet security leader now benefits from a truly optimized MAP, CRM, and CMS. They’re able to gain insights on website visitors from progressive forms and the Sales team can better leverage these insights to prioritize their time, provide much more accurate information, and build a more full view of the customer to make informed decisions. Continued improvements to CRM will make processes easier to manage and understand.

With complex sales processes, it becomes increasingly important for CRM to make the Sales team’s job easier. Continued improvements to CRM will make processes more fluent in management and understanding.