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A Blueprint for Growth and Engagement through Salesforce for Health-ISAC

Project Goals

Health-ISAC is the leading association dedicated to empowering trusted relationships in the global health sector. Its mission is to prevent, detect, and respond to cybersecurity and physical security events, enabling its members to focus on improving health and saving lives. Recognizing the critical nature of this mission, Health-ISAC sought to transform its marketing and sales strategies to better support its specific growth goals. This transformation aligns with the stakeholders' commitment to Health-ISAC's mission.

To achieve this, they initiated a project to implement Salesforce Marketing Cloud Account Engagement (formerly Pardot) and assist in leveraging Salesforce Sales Cloud to suit Health-ISAC’s business and marketing needs. This initiative was crucial to enhancing their ability to effectively engage with members and prospects, streamline operations, and ultimately strengthen their role in safeguarding global health.

Key Success Metrics
  • Improved Data Accuracy: Reduce data mismatches between core systems
  • Increased Prospective Member Engagement: Increase the amount of communications delivered while seeing a rise in scheduled meetings with prospects, leading to higher membership conversions.
  • Greater Operational Efficiency: Streamline campaign management and lighten the team’s workload through custom templates, advanced segmentation, and automated marketing journeys.

The project aimed to create seamless data accessibility by making customer information accessible across multiple systems for improved tracking and analysis. It also streamlined processes by aligning systems and automating workflows, driving greater operational efficiency and effectiveness. Health-ISAC sought to unify its technology landscape by leveraging Salesforce's integration-friendly ecosystem, which includes Fonteva, Account Engagement, LinkedIn, and Google Analytics. This initiative enhanced member and prospect experiences through data-driven marketing and sales tactics, improving personalization and engagement.

Services We Provided

  • Implemented Salesforce Account Engagement platform
  • Integrated Sales Cloud, Fonteva, Engagement
  • Resolved major data discrepancies
  • Created custom-branded email templates
  • Built advanced audience segmentation lists
  • Developed lead scoring and grading
  • Automated personalized prospect journeys
  • Trained team for tool adoption
Project Challenges

Data Discrepancy Concerns

Health-ISAC needed more confidence in data accuracy, specifically between Fonteva and Pardot member lists, hindering email campaign execution.

Integration Management

Navigating and aligning data flows between Sales Cloud, Account Engagement, and Fonteva.

Revamping Scoring and Marketing

Creating a scoring system to align with Health-ISAC's redesigned website and marketing strategy to provide better insights into member needs.

User Adoption

Ensuring Health-ISAC's team understood and felt confident using the new tools and processes.

Solutions and Outcomes

Addressing Data Discrepancies

To tackle Health-ISAC's concerns about data accuracy between Fonteva and Account Engagement, we created detailed discrepancy reports to identify mismatches in member lists. This rigorous process reduced discrepancies from over 13,000 contacts to just six, restoring Health-ISAC's confidence in their data integrity. As a result, Health-ISAC could proceed with targeted email campaigns without hesitation. Health-ISAC's highest-level POC for the project celebrated this success and expressed her gratitude and relief, saying, "I am absolutely thrilled!" This resolution resolved a significant operational issue and reinforced Health-ISAC's trust in their systems.

Integrating Systems and Processes

fusionSpan streamlined Health-ISAC's ecosystem by explaining the intricacies of data mapping between Salesforce products, the use cases for grading versus scoring, and the workflows for leads and contacts between Sales Cloud and Account Engagement. These efforts ensured that Health-ISAC achieved a seamless data flow across platforms, enabling them to report separately and holistically as needed. This integration provided clarity for Health-ISAC to fully leverage its technology suite for improved decision-making and efficiency.

Revamping Marketing Efforts

Our team implemented Account Engagement with a tailored approach, including designing a custom-branded email template for consistent and professional communications. We built active and static lists to enhance audience segmentation and introduced "lists of lists" for precise targeting and exclusions. Additionally, we developed a robust scoring model aligned with Health-ISAC's revamped website and marketing strategy. These enhancements have allowed Health-ISAC to execute sophisticated, automated marketing campaigns tailored to the needs of its members and prospects.

Enhancing Prospect Journeys

We introduced more complex and personalized journeys into their marketing strategy to improve Health-ISAC's engagement with prospects. These journeys effectively nurtured prospects through the funnel by leveraging Account Engagement's automation capabilities. “Through the strategic implementation of marketing automation, we have enhanced how we educate prospective members about Health-ISAC's mission and its critical relevance to the sector," stated Mary Stratton, AVP of Health-ISAC Marketing. Health-ISAC observed a notable increase in meetings scheduled with prospects, which directly converted into memberships. This outcome demonstrated the success of personalized, automated journeys in driving engagement and achieving tangible business results.

The successful integration of Salesforce Sales Cloud and Account Engagement has transformed Health-ISAC's marketing and sales strategies. The project has resolved operational issues and reinforced health-ISAC's trust in its systems. The project's outcomes highlight the significant value it has delivered to Health-ISAC.

   

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