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This U.S. Community Bank (“The Bank”) is a financial institution serving more than 100 communities. They are continually investing in digital tools and services to meet shifting customer expectations. Its network of more than 200 banking locations provides loans, deposits, treasury management, credit cards, mortgage loans, and mortgage servicing as a part of its growing list of digital services.

Marketing Cloud and Data Cloud instances nowhere near their full potential

The Bank implemented Marketing Cloud (MC) and Data Cloud (DC) with another Salesforce partner, but they were not given a full understanding of all the features and designed functions of their licensed Salesforce products, nor how to implement best practices that would harness their full potential. They were unsure of how to utilize and structure business units within their account, and didn’t understand how to best deploy Marketing Cloud Personalization (MCP) in conjunction with other products.  

The Bank came to Mphasis Silverline through our parent company, Mphasis, which already had a history with the bank. We were asked to help with switching from ClickRSVP to MC and DC, a migration they had already started. The Bank’s marketing team had very little knowledge of the way MC and DC operate together, so the project required significant client storytelling and education. 

When we joined them, The Bank was working at Marketing Maturity Level 0. They had barely completed IP warming with mixed results and only one campaign launch. The MC connector was installed to their Financial Services Cloud (FSC) Org, but it was not being used in any fashion. They had a DC instance with no mapping, modeling, or unification configured, using the platform as a middleman instead of having it drive processes. 

Every time the marketing team wanted a new audience, they had to request it from the very busy owners of data platforms and have it manually delivered, as well as when they needed data for analysis and reporting. Any cross-platform work within The Bank required navigating around the various working processes and priorities of other teams, an unsustainable practice that vastly limited the complexity of the campaigns that can be executed.

A connected platform that enables self-service 

The goal was to set up DC as a marketing data platform where the marketing team could self-serve their data needs. During a two-day on-site, product stakeholders and team leaders got together to agree on a common direction. Thorough design documentation in the form of Blueprints helped expedite reviews and smooth out the approval process. 

The first step was clearing out junk and setting up foundational systems within MC. We needed to start connecting DC and MC to other data platforms to create a serviceable platform that would allow The Bank to increase their Marketing Maturity Level. 

For them to perform analysis of their initial messaging efforts in Tableau, we deployed the Email Engagement bundle in DC to bring in MC activity data, then set up a connection from Tableau into DC.  

Next, we set up FSC as the DBoR for MC. We deployed the FSC bundle to enable DC for use as a segmentation tool for marketing, giving marketers access to Customer Finance Account data stored within the Org. With this MC and DC platform now in place, the marketing team is able to self-serve.

The Bank is already using the data in Calculated Insights and Segments to power their newest campaign for High Yield Money Markets. It took several months to get all their data assembled and prepared for their last campaign, but using DC connected to MC and FSC, we were able to do this in a week! 

Expanding their marketing capabilities for continuous growth

The Bank is currently at Marketing Maturity Level 2, with the second channel being call center activities via Journey Builder Salesforce activities that create call tasks within the Org. 

They have started launching HELOC, HYMM, Fraud Education, and Wallet Share campaigns with Subscriber objects loaded into a data-powered Journey from a Campaign, using DC segments to provide data for decisioning within that Journey. 

Working towards Marketing Maturity Level 3, we have:

  • Expanded the preference center to work with the Salesforce Consent Model in FSC
  • Added SMS as a channel 
  • Stood up MCP and added Web and App as channels 
  • Used recipes to generate personalized content and service recommendations 
  • Added a dedicated business unit for triggered transactional messaging to their environment  
  • Created a testing business unit and utilized muti-org connection to connect it to a sandbox org, allowing for full end-to-end testing of systems before promoting them to production, as well as protecting and restricting access to production CRM data

We also aim to start pushing more data back into FSC via DC for greater visibility. This enables branch managers and call center workers to use affinity and engagement data to better plan and curate conversations, setting a strong foundation for Agentforce if they choose to implement it.

Learn more about what our Financial Services team can do for your organization.