The Challenge

Cantium Solutions faced significant challenges in their email marketing operations due to the limitations of their existing email automation tool, which lacked integration with Salesforce. This gap led to labor-intensive data extraction processes and hindered their ability to effectively segment customer data. Additionally, Cantium struggled with uncertainty in data modeling, making it difficult to target both general and specific customer segments based on their existing products. The need for an integrated public sector CRM solution was clear, as Cantium required a more streamlined and automated approach to manage customer communications.

The Solution

To address these challenges, Aspire CRM conducted a thorough review of Cantium’s Salesforce environment and data model to ensure its suitability for advanced marketing campaigns. Aspire provided tailored recommendations and worked closely with Cantium’s system administrators to navigate the unique intricacies of their organisation. The integration of Marketing Cloud into Cantium’s Salesforce ecosystem was seamless, allowing for the necessary adjustments to establish a smooth and efficient connection. Furthermore, Aspire implemented a custom report feature to easily identify customers and their associated products, while also developing personalised HTML email templates and cloud pages that aligned with Cantium’s branding. The solution also included the design of bespoke email journeys based on customer engagement, employing strategies to improve email deliverability and bypass spam filters.

The Results

The partnership between Cantium Solutions and Aspire CRM yielded significant improvements in Cantium’s marketing operations, resulting in more efficient processes and enhanced customer engagement. The integration of Marketing Cloud and the subsequent optimisation of Cantium’s data model and email marketing strategies led to measurable results that had a profound impact on their business.