Marketing Systems Integration and Data Mart Creation

Marketing Systems

CHALLENGE: Crimson’s client had three instances of Salesforce, two instances of Eloqua and no data integration. As a result, they couldn’t get campaigns out the door, and sales was not getting any leads.

SOLUTION: Crimson Marketing built a data mart to integrate data from multiple internal and external systems, and integrated multiple systems so they could all communicate with the data mart and each other

RESULTS: The client was able to launch targeted campaigns, measure the results and provide sales with qualified leads.

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Our client acquired two startups, and was attempting to go to market with a new, unified offering.

Once the startups were acquired, our client found they now had to manage various different systems each with their own custom data fields, including three versions of Salesforce, two versions of Eloqua and no other consistent marketing technology (martech).

And this wasn’t even their biggest problem. Due to poor guidance, they decided to merge all these systems together, assumed the merged systems would “just work,” and hoped for good results.

The actual result was horrible; our client could not track prospects among the different offers and had no funnel metrics. Crimson came in and showed that if the data and criteria in the marketing systems was out of alignment, it is impossible to actually market to the right person with the right message.

We took on two major initiatives. The first was aligning the prospect data between the two Eloqua instances, three Salesforce instances, and between outsourced telemarketing deployments. Once the data between the systems was aligned, there was one consistent, clean and validated set of data so that a prospect could come to the website, be identified, referred to and qualified by telemarketing, then added to Salesforce, and followed up with by the sales team, creating a single tracking system to understand how a lead performs.

Now, when a lead is created, qualified and sent to sales, our client has an entire closed-loop view of what’s happening to that lead, and control of their basic data. For example, our client can now monitor which campaigns produced leads that converted to actual revenue. They could say out of 20 campaigns, seven were doing great, five were okay, and eight were completely failing. Because they had visibility into their data, our client can take marketing dollars from the eight failing campaigns and plug it back into the seven high-performing campaigns to feed the winners and starve the losers.

The next step was to understand who the client’s customers are, how those customers engage, and based on this information, determine how the customers want to be engaged by the client.

Crimson Marketing tackled this initiative by developing a marketing data mart for the client. We compiled marketing data from multiple systems – CRM (Salesforce), marketing automation platform (Eloqua), website (Google analytics and Adobe analytics) and outside enrichment (Dun & Bradstreet through NetProspex). Once all of the marketing data was in one place, the client was (1) confident data was accurate and (2) able to segment data (e.g. a company of this size in this industry needs this message).

Within three months, Crimson Marketing was able to bring our client from a mishmash of marketing systems, with no central repository or ability to segment and no feedback into their campaigns, to a unified system that enabled the client to consolidated their various systems. More importantly, the client had working, integrated systems that enabled them to run highly effective marketing campaigns, monitor those campaigns, and continually improve the quality of the leads provided to sales.

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