Advancing Automation and Personalization with Salesforce Marketing Cloud

THE SITUATION

Watkins Wellness is the world’s leading manufacturer of hot tubs and aquatic fitness products. The company recently experienced huge growth due to increased demand and brand acquisitions.

As a result, they saw opportunities to optimize and centralize their marketing and sales tools to more effectively capture and engage leads. All with a focus on people’s needs while shopping for a new home spa.

WHAT WE DID

The brand had a bold vision to build a human-centered journey that would provide leads with the right information at the right moments. Watkins Wellness turned to us to strategically design, implement, manage and optimize the experience.

By harnessing Salesforce Marketing Cloud and its integrated products, we built a streamlined ecosystem that delivered measurable value to the business and to its customers.

Journey
Builder

Email
Studio

Ad
Studio

Social
Studio

Intelligence

MCP

Integrated Journeys

First, we migrated Watkins Wellness from their existing marketing automation platform to Salesforce Marketing Cloud. We tapped into Marketing Cloud Engagement (Email Studio and Journey Builder) to automate and personalize key journeys, creating efficiencies for dealers and impact for the business.

Plus, we added paid media to the automated journey and improved performance with Advertising Studio.

Experience Personalization

Next, we implemented Marketing Cloud Personalization (formerly Interaction Studio). With its advanced algorithms that capture visitor behaviors, create user affinities and prioritize the most relevant content or promotion for each individual, we created a tailored site experience that better serves people’s needs.

Interactive KPI Dashboards

By implementing custom Marketing Cloud Intelligence (formerly Datorama) dashboards, we provided Watkins Wellness with a single, integrated view of KPIs across brands and programs. This gave the entire team an easy way to see overall performance in real-time.

IMPACT

By adopting Salesforce Marketing Cloud and strategically implementing its offerings, Watkins Wellness can better engage leads, nurture prospects and strengthen customer relationships. We helped build a human-centered foundation, which will continue providing value, including:

Fully automated and integrated cross-channel customer journeys for personalized experiences
Improved dealer visibility into leads, lead scores and customer interactions
Seamless access to marketing KPIs through interactive dashboards