This global organization in the field of generic pharmaceuticals wanted to find effective ways to improve their customer engagement strategies across all digital channels. Migration to a novel version of their marketing automation platform was needed to ensure data quality and to enable more targeted marketing efforts.
What was the situation
This organization’s target audience are health care professionals working at health care organizations. Communication with these professionals is crucial. Yet, where communication traditionally mainly focused on face to face visits, the importance of digital interactions has grown rapidly. Customer knowledge, based on unified data throughout the customer journey, has become indispensable. Therefore, this company needed to become more data-driven and customer-centric in their omnichannel marketing initiatives.
A CRM system, which contains all relevant customer information and accompanying contact points, was in place and properly maintained. However, the information in this system was not being used for digital marketing purposes. The reason for this lack of usage was because they were using an old version of their marketing automation tool. This old version did not have an integration with their CRM system. Hence, no information from the CRM was (automatically) inserted in the marketing automation tool and a lot of manual effort was required to keep customer information updated.
A newer version of the marketing automation tool, which allows for a direct integration with the CRM system, was on the market and available for the company. However, implementation of this newer version was too complex, technical and time-consuming. That is where Adapt Clear Value came in. In order to enable data-driven digital marketing efforts, support was given to migrate to the newer version of the marketing automation tool.
What have we done
We supported this global pharma company in successfully migrating to the updated version of the marketing automation tool in multiple steps. First, we did our homework and immersed ourselves in the company. By talking to all relevant stakeholders and organizing knowledge sharing sessions, we obtained a full picture of the current processes, technical landscape and data availability. Additionally, we gained an overview of all marketing activities that were running on the older version of the marketing automation tool. Then, all this information was used to define strategic objectives and technical requirements.
Based on these objectives and requirements, we determined the migration strategy and planning. To start, data cleaning and a data quality was performed on all data which was to be integrated in the marketing automation tool. This part of the process is often underestimated by many companies. It is a time-consuming job, yet this is a fundamental part to ensure correctness and availability of the CRM data – it really is the foundation of a successful CRM implementation. Furthermore, all content, communication and journeys needed to be transferred to the newer version of the tool. Then, extensive testing was conducted on the new platform to safeguard quality and safety of all customers. After passing all tests and being fully migrated to the novel platform, next steps were defined to reach more targeted and personalized digital interactions.
What is the result
- An aligned and supported vision on the integration of customer knowledge within the organization
- Full migration to a marketing automation platform with a wide range of possibilities, such as automation customer flows, personalization and AI capabilities
- A complete and transparent overview of the current digital marketing landscape and communication flows
- A next steps plan with multiple use cases that are clear, executable and affordable