The 2023 MarDreamies Awards inspired the marketing community and wowed the judges as they announced this year’s winners at the fourth MarDreamin’ conference that took place from October 31 to November 3.
The MarDreamies presented five award winners in addition to some honorable mentions across the award categories as each team was featured for their innovative solution implemented with Salesforce marketing tools.
MarDreamies Award Categories: A quick recap
If you remember from previous years, the MarDreamies categories include Personalization Perfection, Social Impact, Grassroots Innovation, Extending Salesforce, and Best in Show.
- Personalization Perfection: Right-time, right-message marketing
- Social Impact: Creating positive change through Salesforce
- Grassroots Innovation: Scaling small business with Salesforce
- Extending Salesforce: API and AI-driven solutions
- Best in Show: Best all-around solution
Marketing teams submitted their entries selecting which category they wanted to be recognized for and shared the goal they worked to achieve, the details of the solution, and the results post implementation. There were many great submissions this year which made the selection process for the judges very challenging, but after much consideration, they were able to narrow it down to one winner per category.
And the MarDreamies 2023 Award Winners Are…
On November 2, 2023, the MarDreamies presenters who included Marcos Duran, Chris Zullo, Bill Fetter, Julie Rasco, and Jen Kazin announced the award winners.
- Personalization Perfection: Grupo Xcaret
- Social Impact: Veterans Guardian
- Grassroots Innovation: TSI Incorporated
- Extending Salesforce: Cypress Learning Solutions
- Best in Show: Close Brothers Asset Finance and Leasing
Watch the session on demand to relive the MarDreamies experience and get all the details!
2023 MarDreamies Award Personalization Perfection Category Winner: Grupo Xcaret
Grupo Xcaret submitted the solution, Personalized Shopping Cart Coupon at the Last Step of the Purchase, to win the MarDreamies 2023 award for the Personalization Perfection category, which celebrates teams for delivering right-time, right message marketing.
The Grupo Xcaret team shared more about their solution in the below video that was featured during the MarDreamies session.
What does Grupo Xcaret do?
In the travel and hospitality industry, Grupo Xcaret is on a mission to make the planet happier by sharing their love of Mexico. Putting on amazing shows and breathtaking attractions across their parks, tours, and hotels, they aim to create “unique, magical, and memorable experiences” for their guests and visitors.
How does Grupo Xcaret use Salesforce tools to create personalized experiences?
The team noticed that customers would start the purchase process for their parks and tours, but would get to the last step of the purchase, see the final price, and then abandon their cart.
To encourage more customers to complete their purchase, Grupo Xcaret used Salesforce Marketing Cloud Personalization to create trackable and customized coupons for each of their products in English and Spanish. They configured this solution with the website so it would display the correct coupon for the purchase after time has passed and the purchase has not been completed.
The solution required the cooperation of their web team, marketing automation team, and a third-party team to create the configurations necessary for successful execution. Their hard work paid off as the solution contributed to increasing their revenue by 77% and improved the conversion rate on the last step of the purchase process by 55%.
Grupo Xcaret’s solution is a great example to the marketing community of what can be achieved when we use Salesforce marketing tools to deliver personalized experiences. If you have been inspired by their solution, be sure to give Grupo Xcaret a shout-out on social media!
2023 MarDreamies Award Grassroots Innovation Category Winner: TSI Incorporated
TSI Incorporated submitted the solution, Optimizing The Lead Management Process to Better Serve Prospects & Customers, to win the MarDreamies 2023 award for the Grassroots Innovation category, which recognizes teams for using Salesforce marketing tools to scale their businesses.
What does TSI Incorporated do?
Serving a global market, TSI Incorporated engineers and manufactures measurement instruments to help make the job easier for aerosol science, and evaluating air flow, indoor air quality, fluid dynamics, and biohazard detection.
Founded in 1961 with headquarters based in the U.S. and field offices across Europe and Asia, TSI has grown as a large organization and established a worldwide presence in the markets they serve.
How does TSI Incorporated use Salesforce tools to scale their business?
The TSI team wanted to make sure that their lead handover process was streamlined so qualified leads could be routed to the right salesperson quickly for a timely response to prospects and to prevent deals from falling through the cracks.
They set out to build a completely new sales user experience. Their custom ‘Sales Inquiries’ object, which is what sales was using to take action on product inquiries, was reconfigured to provide a single interface to track the next step when interest is expressed in one of their products. The team used Salesforce Flows to execute the automations needed to handle inquiries and processing, which are all triggered from a Marketing Cloud Account Engagement form submission.
TSI’s SAP system contained their territory assignment and routing rules. They designed and refactored all the automations that were happening between their SAP system and Salesforce that handled the sales inquiry creation and processing.
As a result of refactoring and redesigning the automation between the SAP system and Salesforce and creating a streamlined sales user interface with the Sales Inquiry object, sales’ ability to act on the right leads at the right time increased by 35%!
TSI’s solution is a great example to the community of what’s possible when we leverage the foundational functionality of the Salesforce platform. If you have been inspired by their solution, be sure to give TSI Incorporated a shout-out on social media!
2023 MarDreamies Award Extending Salesforce Category Winner: Cypress Learning Solutions
Cypress Learning Solutions submitted the solution, Reply Intelligence, to win the MarDreamies 2023 award for the Extending Salesforce category which highlights teams for creating API and AI-driven solutions. Brandon Walton, the president, owner & principal consultant of Cypress Learning Solutions, shared more about Reply Intelligence in the below video that was featured during the MarDreamies session.
What does Cypress Learning Solutions do?
Cypress Learning Solutions is a Salesforce implementation and training solutions provider, designing customized workshops and implementation services for organizations transitioning to Salesforce and Marketing Cloud Account Engagement.
Tell me more about Reply Intelligence…
Reply Intelligence is an AI & algorithmic solution that gives marketers greater insight into the replies to marketing and inbound emails and allows them to trigger automations from them.
It has become increasingly more difficult for marketers to rely on clicks and open rates to track engagement, and at the same time, their “reply-to” inboxes become filled with the marketing email Out of Office replies and other autoresponders.
Reply Intelligence is an email integration solution that helps marketers to better manage the reply-to inboxes and trigger Marketing Cloud Account Engagement Completion Actions from inbound emails and email replies. The solution was developed from integrating several technical components including ESPs, Salesforce, the development of Cypress Learning Solutions’ internal Large Language Model (LLM), and connections into AI platforms.
Brandon Walton added, “We have processed > 1mm email replies and are continuously evolving our LLM to detect intent from emails, including purchasing intent and requests to be removed/unsubscribed from databases.”
Cypress Learning Solutions’ Reply Intelligence is a great example of innovation from an API and AI-driven solution. If you have been inspired by their story, be sure to give Cypress Learning Solutions a shout-out on social media!
2023 MarDreamies Award Social Impact Category Winner: Veterans Guardian
Veterans Guardian submitted the solution, Successfully Segmenting an Audience, to win the MarDreamies 2023 award for the Social Impact category, which honors teams for creating positive change with Salesforce tools. Avery McKenzie, marketing coordinator at Veterans Guardian, shared more about the solution in the below video that was featured during the MarDreamies session.
What does Veterans Guardian do?
Veterans Guardian, is a private consulting company partnering with veterans to help them attain the VA benefits they have earned from their honorable service to the nation. The veterans disability claim process can be complicated and overwhelming, which is where Veterans Guardian comes in. They support veterans through the claims process helping them build their claim strategy and providing education and information needed to help them get the benefits they are entitled to.
How does Veterans Guardian use Salesforce for social impact?
As Veterans Guardian supports veterans through the disability claims process, it is critical that their communication is delivered to the right person at the right time. Their team wanted to advance how they engage veterans with personalized communication to provide them with the best experience possible.
The Veterans Guardian team evaluated their audience segmentation in conjunction with their customer experience process and came up with 74 Marketing Cloud journeys. Using features such as Einstein Send Time Optimization, decision splits, and Salesforce Flows to trigger the journeys, Veterans Guardian was able to create customized communication for each veteran based on where they were in their process. As a result, Veterans Guardian experienced improved engagement results and client satisfaction.
Through Veterans Guardian’s dedication to delivering the best client experience for veterans with personalized communication through Salesforce marketing tools, they have been able to create positive change. If you have been inspired by their solution, be sure to give Veterans Guardian a shout-out on social media!
2023 MarDreamies Award Best in Show Category Winner: Close Brothers Asset Finance and Leasing
Close Brothers Asset Finance and Leasing submitted the solution, Salesforce Digital Customer Cycle, to win the MarDreamies 2023 award for the Best in Show category, which recognizes teams for building the best all-around solution. Jonathan Dytor, Head of Digital Marketing at Close Brothers Asset Finance and Leasing, shared more about the solution in the below video that was featured during the MarDreamies session.
What does Close Brothers Asset Finance and Leasing do?
A member of the Close Brothers Group, Close Brothers Asset Finance and Leasing is a UK-based company founded in 1987 that provides finance for businesses offering practical solutions that empower them for success.
Tell me more about the Salesforce Digital Customer Cycle solution…
The Close Brothers Asset Finance and Leasing team constructed a complete digital customer journey within their Salesforce Org. To execute this, they rebuilt their seven websites and portal using Experience Cloud, Marketing Cloud Account Engagement, Sales Cloud, and Analytics Studio.
The breakdown of the solution from their submission is included below:
- Experience Builder – Used to rebuild the websites and the Portal
- Account Engagement – Captures UTM parameters for all Leads
- Sales Cloud – Auto-manages Lead assignment rules and tracks Opportunities
- Analytics Studio – Tracks real-time ROI
Their team was using a third party for website development and was not getting the functionality and insights they desired from their websites. They wanted to have full autonomy over their digital platforms and researched what they could do if they were to rebuild them with Experience Builder. They also evaluated how they could use Marketing Cloud Account Engagement to trigger automated communications to customers at critical points throughout their journey.
They decided to move forward, and in just one month they launched three of the seven sites and built the other four and their customer portal, all completed in house. Their team now has full control over their websites and their customer portal. Close Brothers Asset Finance and Leasing can get the insights they need from their digital platforms without any reliance on third parties and they can build new sites all in house with extreme speed!
Close Brothers Asset Finance and Leasing creating the Salesforce Digital Customer Cycle is a great example of the creative solutions that can be built on the Salesforce platform to achieve business goals. If you have been inspired by their story, be sure to give Close Brothers Asset Finance and Leasing a shout-out on social media!
2023 MarDreamies Award Honorable Mentions
There were so many outstanding solutions submitted for the 2023 MarDreamies Awards that it made the selection process very challenging. As the award presenters expressed during the session, they did not want to conclude it without giving a few honorable mentions to the following teams that shared some incredible solutions!
- The Brain Tumour Charity: Inspires Optimized Donations, Customer Journeys with DESelect Engage
- AdventHealth: Leveraging Real-time Data to Power Next Best Actions
- Cezium: Tik Tok Adz for Marketing Cloud
- California Association of Realtors: Localized Housing Market Data
- J.R. Simplot Company: Welcome Series to Engaged Audience
- Hilton Supply Management: Making the Connection
Get more ideas to bring back to your team
The MarDreamies 2023 awards are a great way to be in the know about the latest innovations that are being developed in the marketing community. If any of these award winner stories have sparked an idea, we encourage you to share it with your team to see what new advancement you can create next to achieve your goals.
In addition to the MarDreamies, there were so many amazing creative solutions presented at the MarDreamin conference this year. To learn and get more ideas to bring back to your team, watch the sessions on demand!