Staying on top
(For as long as possible)
Even though Harman International EMEA has a strong market position, they know that they have to continue to work hard to maintain it. Over the past few years, they’ve achieved an impressive growth rate thanks to standing out from the crowd. But could they use Salesforce to improve their results even further?
The untapped potential of salesforce.
(Or making the most of what you’ve got)
Salesforce offers companies a wide range of solutions, but it needs to be implemented the right way for the best results. In other words, patience is a virtue.
For Harman International EMEA, we recommended a three-step approach.
- Fix the basics (2019)
Our experts know Salesforce inside out, upside down, and the right way round too, so we started by setting up and documenting Harman’s campaigns as efficiently as possible. We know that for the best results, it’s essential to have strong client buy-in, and we were happy to closely collaborate with Harman International EMEA’s E-commerce team, CRM team, and stakeholders.
Salesforce Marketing Cloud was vital for centralising data and offering differentiated content for the smaller regions. This included using multi-brand and multilingual templates, redesigning the data model, and using the tool to realise its full potential.
- Nurture (2021)
Our next step was to improve existing customer journeys. To use industry jargon, this meant integrating data enrichment touchpoints, test & learn, and smart technology, which was supported by Google Cloud data storage, Google BigQuery, Einstein modules, Google Analytics 360, and Qlik dashboards. Okay, that’s enough geek talk for now. Basically, we used our insights to really engage with our customers, which helped to increase conversion rates.
- Grow (2022 onwards)
After getting the basics right and using data and insights to improve the customer experience, it was time to expand the reach of our CRM and email campaigns. We used smarter lead generation to increase our product registrations and re-engage sleeping customers, effectively growing the value of our marketing efforts.
More customers,
more product registrations.
(More, more, more)
Just a glimpse of the figures and you can see both a significant growth in customer value from both cross-selling and upselling, and increased customer satisfaction as measured by NPS.
2022 vs. 2021:
- +5.54% average order value
- +33.99% growth in JBL.com revenues through identified channels
- +26.48% more orders within the CRM program
