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Mardreamies 2022 Award Winner Story: Personalization Perfection

Mardreamies 2022 Award Winner Story: Personalization Perfection

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The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific challenge while utilizing technology to automate their way to greatness. 

Winners of the MarDreamin’ awards get bragging rights for their team and company, a sweet prize pack, and a fancy trophy to remind them how awesome they are every day. And the MarDreamin’ team announced the MarDreamies winners during the After-Party, which took place November 3, 2022. 

Check out this blog post to get details about the full MarDreamin’ conference — including information about watching all session and keynote replay videos.

MarDreamies Award Categories

The MarDreamies awards are divided into five categories to honor the teams behind the magic:

  • Personalization Perfection: Right-time, right-message marketing
  • Social Impact: Creating positive change through Pardot
  • Grassroots Innovation: Scaling small business with Pardot
  • Extending Pardot: API-driven solutions
  • Best in Show

You can find all the details about what went into choosing the award winners in this blog post.

2022 MarDreamies Award Personalization Perfection Category Winner: Zoopla

Here’s the solution that won the MarDreamies 2022 award for the Personalization Perfection category, which recognizes teams that deliver right-time, right-message marketing campaigns. The MarDreamies Personalization Perfection Award went to Zoopla and was submitted by Rebecca White.

What does Zoopla do?

Zoopla is a property website and app based in London, England. It is part of Zoopla Limited, which was founded in 2007. 

The website and app have over a million properties to browse along with helpful tools and reliable house price estimates.

Personalization Perfection Project Details

Zoopla needed to drive user adoption for a major software upgrade with their clients and internal teams, and they needed it to be completed fast. It was a task that needed to be automated due to the scale of the project. And the teams couldn’t let anyone slip through the cracks.

The team created a flow of Marketing Cloud Account Engagement (Pardot) Engagement Studio Programs (ESPs) that used third-party and Salesforce data to send clients and internal teams through personalized next steps based on their stage in the journey, as well as reminders using unique upgrade dates. 

The ESPs ensured any changes in client information were reflected in the messaging and when they were delivered, they also updated campaign member statuses that helped departments understand where members were in the journey.

Personalization through automation was the key to success

Upgrading such a large client database in a short period of time was the key problem that inspired this initiative. With so many variables, stages and a reliance on third-party and Salesforce data, there was no possibility that this could have been done manually. But, having limited internal resources and having previously used spreadsheets and other offline resources meant there was also the opportunity to change the way internal departments worked.

Using data from third-party platforms and Salesforce, ESPs seamlessly moved clients through the upgrade stages, monitoring their actions and adapting messages when needed. It wasn’t just clients receiving the right messaging at the right time, ESPs sent internal updates (campaign statuses) to each department, some of which had been used to only working with spreadsheets. This initiative streamlined the way Zoopla worked and gave them time back knowing that automation was now working for them.

Challenges they overcame along the way

A key challenge was seamlessly piecing together the stages that relied on external data. ESPs also needed to react to client changes and still send the correct information. An average CTR of 5% shows messages are resonating with clients.

Taking a complex journey and ensuring internal teams knew what was happening and what action they needed to take was a hurdle. But, Salesforce reports, tasks and campaigns are now part of their day. 100+ Salesforce tasks have been created to help teams take action.

Results from the project

Pardot allowed Zoopla to create nimble automations that reflected the original goal of automating the upgrading process. Engagement Studio Programs (ESPs) and the Pardot connector allowed them to not only personalize messaging at a time right for clients but also deliver relevant information to internal teams. That ensured they could monitor the campaign in real time and provide a feedback loop to marketing, while Salesforce API integration allowed custom information from the upgrade portal to flow through to Pardot and the ESPs.

Using Personalization to Complete Essential Business Tasks

We often think of personalization in marketing as something that changes marketing assets based on customer personas. However, personalization is something that is essential when a company needs to get things done that affect their ability to operate. This project helped the Zoopla team to get clients and internal teams upgraded to the new Zoopla CRM. And they accomplished this through an automated process that ensured everyone felt supported and nobody was left behind.

Check out this blog post to learn more about the MarDreamies awards. Or, share a few words to congratulate the winners using the comments section below.

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  • Ambre Juryea-Amole is the content strategist at Sercante. With over ten years of experience as a writer, editor, and marketer, her eclectic background includes work ranging from journalist to 1820s-garbed historic interpreter. When Ambre's not working, you'll find her jamming out to ska, metal, punk, and classic rock with her two young kiddos and husband, Donnie.

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