A mid-sized biopharmaceutical company wanted to launch an omnichannel strategy and broaden the reach of their newly launched product in the increasingly competitive European Union (EU) market. To achieve this objective and comply with various country-specific compliance regulations, the client entrusted us to analyze their existing MarTech stack and determine the most appropriate strategy to adopt and technologies to incorporate into their EU organization.
Siloed customer data resulting in unidimensional customer views
Fragmented customer journeys with untracked content attributes across marketing channels
Lack of real-time insights resulting in missed opportunities for campaign optimization
While exploring market expansion, the client encountered a number of obstacles associated with their marketing technology and data management systems. These difficulties centered around obtaining authorization for data gathering and executing analytics that were tailored to specific nations within the EU.
Additionally, their marketing efforts were confined to a limited number of channels, and their sales CRM (customer relationship management) system was not seamlessly connected with other digital platforms. This data-disconnect resulted in fragmented marketing strategies across channels. In an effort to better engage their target audience and develop a superior market position within the EU, the client came to the realization that they needed to build a robust marketing technology ecosystem to track marketing performance and improve customer experience in a compliant manner.
We implemented the following approach to address these challenges:
Bridging business and IT gaps with an organization-wide MarTech strategy
Gaining a clear picture with a 360° MarTech assessment
Adopting a city planning approach to the strategic review process
Supporting downstream strategy activation
Through our expertise in marketing technology and strategy, we were able to forge a powerful partnership with our clients’ leadership teams. We worked closely with the Business and CIO organizations to craft a MarTech strategy that seamlessly integrated with our clients’ commercial goals in the EU.
By putting customer value at the forefront of our efforts and understanding the unique value proposition of our client, we were able to drive measurable outcomes that exceeded expectations. Our ability to bridge the divide between business and IT allowed us to deliver results that were both technically sound and strategically impactful, ultimately propelling our client toward success.
We successfully established a top-down approach with regional and country leaders to map strategic priorities across internal functions, brands, and countries. Working with the client, we jointly developed a long-term vision where all marketing technologies would work together seamlessly to create a 360° view of customers. This vision included new investments in marketing automation, consent and preference management, compliant web tagging and analytics, digital asset management, and customer data platform.
We also developed a value architecture for platform activation and roll out, covering people, processes, organizational structure, operating model, and platform governance and created integration use cases, designs, and data flow models. Our MarTech consulting team worked with the client to oversee the roll out of the RFP process, vendor selection, and activation of capabilities.
This process included implementing Salesforce Marketing Cloud (SFMC) and a consent and preference management solution (One Trust) across 18 European countries, as well as integrating with the Veeva CRM platform. These resulted in increased efficiencies across cross-functional and EU country teams, improved marketing results, and delivered better customer experiences.
A General Data Protection Regulation (GDPR) compliant solution compliant solution was enabled for web tagging and analytics, with the Matamo platform being leveraged to tag 20+ websites and 8 domains in several EU markets. A digital asset management (DAM) system was also implemented for inherent tagging of content, and the client was able to achieve improved content retrievability and reusability across 4+ brands, 200 business teams, and 3 marketing channels.
Lastly, we helped the client plan and activate a centralized marketing operations hub and trained over 100 marketers on how to use the platform, including defining the operating model, designated roles, and campaign journey
reduction in email volumes
reduction in unsubscribes
increase in click-to-open rate