Tackling Marketing Challenges Head-On with Salesforce Managed Services

The Problem

Despite their success, our client found themselves grappling with several critical challenges

• Lack of Internal Leadership and Expertise
  Our client lacked the internal leadership and technical expertise necessary to use Marketing Cloud fully. This gap hindered their ability to manage complex implementation projects and optimize member engagement strategies.
• Undefined Member Journeys
  Without specific member journeys for marketing and clinical campaigns, our client struggled to engage members, which had far-reaching impacts across the member lifecycle in onboarding, engagement, and cross-selling efforts.
• Operational Metric and Reporting Challenges
  The absence of defined operational KPIs made it difficult for our client to report on the efficacy of member support calls and validate member journeys' performance.
• Data Management Issues
  Keeping member data clean and organized within their Data Cloud platform was a persistent issue, complicating persona-based campaigns and accurate reporting.
• Communication Preferences
  Members did not have a straightforward way to opt in or out of communications, leading to unsubscribes due to irrelevant messaging.
• Seasonal Marketing Support Needs
  Our client lacked the internal resources to manage member campaigns efficiently during peak times.

The Solution

Penrod, a healthcare-focused Salesforce managed services provider, delivered a tailored solution.

• Managed Services Leadership
  Penrod's team of leaders, project managers, and architects acted as an extension of our client’s team, guiding them through a complex technology implementation with best practices and technical expertise.
• Strategized Member Journeys
  Penrod crafted personalized member journeys to drive success in clinical and marketing campaigns. These journeys included onboarding, engagement, cross-selling, and more, with actionable metrics like open and click-through rates for performance validation.
• Operational Expertise
  Penrod defined clear operational metrics, enhancing our client’s ability to report on support calls and improve member experiences.
• Data Strategy Implementation
  By building a member data strategy, Penrod ensured that our client’s data remained clean and segmented, enabling persona-based campaigns and reliable reporting.
• Email Preference Center
  Penrod developed an email preference center, allowing members to control their communication preferences and reducing unsubscribes due to irrelevant messaging.
• Scalable Marketing Services
  Penrod's marketing services team provided flexible support, scaling efforts during busy times and offering technical expertise to improve campaign deliverability, such as DKIM configuration and IP warming.

Conclusion

Penrod's expertise helped our client transform its technology implementation, data management, and member engagement strategies.

Our client is positioned to continue thriving in the dental insurance industry, backed by a foundation for success that will enhance member experiences. The ongoing partnership with Penrod ensures our client remains agile and competitive with Marketing Cloud enhancements that drive member success.