At the tail end of 2019, the Fern Software marketing team was still utilising a mix bag of solutions and services like Wordpress, MailChimp, Spokal and Pipedrive to carry out their marketing campaigns and activities.
As these solutions and services belong to different service providers, it often leads to incompatibility, duplicated databases and many more problems.
Fast forward to 2020, Fern Software marketing team is now operating on Salesforce & Pardot, an integrated marketing automation solution backed by the world’s #1 CRM.
Here’s our journey towards marketing automation.
The Migration Process
Data migration between systems is never easy. It involves a great deal of complexities, potential risks and time-consuming preparations needed to get everything right. The migration process from our old, segregated marketing systems to Salesforce & Pardot was no different.
However, If you look at it with the ‘glass half full’ perspective, this migration process gave us the opportunity to declutter our data and reevaluate the decisions we have made in the past.
We ran through our list of contacts, some were as old as 10 years old, cleaned up the data fields that were missing or irrelevant and reprioritised our CRM data fields on our signup forms.
Thankfully, the migration to Salesforce & Pardot was not as painful of a process than first thought.
What’s more, Salesforce allows you to easily integrate with the apps you already use. You can go even further and extend the capabilities of Salesforce with its Salesforce AppExchange, their leading enterprise cloud marketplace with over 3,000 ready-to-install solutions available.
Real-Time Insights and Dynamic Reporting
All successful business decisions are backed by data, the same goes for marketing as well. The ability to get real-time, meaningful insight was one of the driving forces behind Fern Software’s Salesforce adoption.
With Salesforce‘s powerful CRM, we are able to get real-time, dynamic reporting dashboards and analytics to help us make timely adjustments, highlight key performance indicators and review our marketing campaign performances.
We are able to easily create fully customisable dynamic reports with just a few clicks, build a report from scratch by selecting report fields and filters from Salesforce’s intuitive report builder, a feature that can also be found in Baytree, Fern Software's cloud latest lending platform built on Salesforce.
Achieving Agility and Efficiency Through Automation
Salesforce & Pardot has some of the best automation tools on the market. Both the Process Builder (Salesforce) and Engagement Studio (Pardot) allow us to greatly improve our marketing efficiency and agility.
With Process Builder, we are able to create time-saving automations which enables us to respond to our prospective clients quicker, directing their enquiries straight to the right people within the organisation.
We have the flexibility to configure immediate or scheduled actions to be executed at a specific time which was previously unthinkable without a significant time and resource invested in programming or coding.
Take Baytree for example, it has Process Builder built into the system so loan officers can easily create time-saving automations for operational processes such as loan approvals via a user-friendly point-and-click interface.
All these could be accomplished via Salesforce Process Builder all without writing a single line of code!
With Engagement Studio, we are able to proactively communicate with our prospects based on their preferences, behaviours and data points gathered in our Salesforce CRM. This allows us to provide a seamless and personalised experience for our prospects.
A Shift Towards An All-Digital World
This year has been full of uncertainties and challenges. The COVID-19 pandemic has forced businesses of all sizes to adapt quickly to change or risk being left behind.
It has become apparent that our world is shifting towards an all-digital dependent world and businesses need to leverage on technologies to remain relevant.
The change to adopt new technologies / platforms can be hard but sometimes it is necessary for businesses to meet their customers where they are.
Interested to Learn More?
If you’re interested to learn more about Fern Software and Baytree, our latest Cloud Lending Platform built on Salesforce, get in touch with us via the web form below!
If you’re interested to learn more about Salesforce, visit Trailhead, Salesforce online learning experience platform.