Salesforce, one of the leading companies in customer relationship management (CRM) platforms, has just announced that Purina Animal Nutrition LLC, one of the largest animal nutrition companies in the US, is transforming its sales and marketing strategies with the expansion using the Salesforce Customer Success Platform. Combining Salesforce Sales Cloud, Marketing Cloud and Pardot, Purina's sales team now has access to all the insights generated by its marketing strategy to interact with customers, partners and employees in innovative ways.
Prior to using Salesforce, Purina's marketing activities were carried out by separate digital agencies, which did not fully align with the sales force. By centralizing customer-related information and activities on the Sales Cloud, the company recognized that its marketing programs should also connect to this same cloud to gain comprehensive views of its customers. Working with Salesforce Platinum Consulting partner Magnet 360, Purina has expanded the use of its Salesforce solutions to include Marketing Cloud and Pardot. Purina's sales and marketing teams now take holistic views of customers, enabling them to create more personalized journeys for them.
"Our mission is to help animals reach their greatest potential by offering their owners nutritious, high-quality products that enrich their pets' lives," says Brandon Leander, director of digital technology and analytics at Purina Animal Nutrition. "To do this effectively it is essential to have a very clear understanding of each customer and their individual needs. With Salesforce and Magnet 360, we now gain unique and advanced insights that help us better understand each customer and ensure their animals always receive best nutrition possible".
Today, Salesforce is central to the customer experience provided by Purina. Marketing Cloud makes it possible to send marketing messages across multiple channels, such as email and social media. Pardot's New Opportunity Management allows Purina to gain customer insights and generate automated messages in the Sales Cloud to empower sales by delivering better opportunities. As a result, Purina now delivers targeted campaigns based on specific customer insights such as the pet's age or potential allergies. In addition, detailed reporting and business insights allow Purina to focus on campaigns with the highest ROI.
"Many companies have sales and marketing teams that operate in isolation and, because of that, are unable to share data that helps them better understand the behavior of potential customers and communicate with them effectively," says Bob Stutz, CEO Marketing Cloud and Chief Analytics Officer at Salesforce. "With Salesforce, Purina brings these two teams together, giving them the insights they need to work smarter and reach the right customers, at the right time, and with the right products."
"Every day our work helps our clients gain competitive advantage by helping them interact in different ways with their most important audiences," says Matt Meents, CEO of Magnet 360. "It was fantastic to have our collaboration with Purina recognized as Best Solution Among the Clouds by Salesforce Marketing Cloud Partner Innovation Award".
EN 
PT 
