Eigen X Case Study- Association of Independent Mortgage Experts​

Client Overview

Location: Philadelphia, PA, USA

Employees: 11 - 50

Industry: Non Profit

Solution: Marketing Cloud, Sales Cloud, Service Cloud​

Go-Live Dates: On Going

The Association of Independent Mortgage Experts (AIME) was established in 2018. Its mission is to establish a community of independent mortgage experts by creating an association that empowers them with the tools, resources and support necessary to successfully advise consumers nationwide with their residential mortgage needs; cultivate ideas, provide exclusive benefits and impact legislative and social progress through advocacy and education.​​

Challenge

• Membership Engagement sales process lacked structure and was not captured via Salesforce​

• Membership Engagement sales process lacked safeguards to ensure that sales are finalized before commission is earned ​

• AIME lacked insights into membership KPI metrics​

• Monetary transactions captured by Stripe were not syncing to Salesforce records​

• Contact data in Marketing Cloud was beyond the purchased contact limits of Marketing Cloud and required data cleansing to stay within established limits​

• Deliverability issues for email sends that resulted in a lack of overall engagement with email content

Solution

• Created a new app, record type, page layouts, custom fields and validation rules to formalize the Membership Engagement sales process and appropriately capture outcomes in Salesforce​

• Designed an approvals process for the Membership Engagement sales process to ensure validation of sales prior to commission being paid​

• Produced a series of Salesforce reports and dashboards to identify KPIs related to Membership​

• Integrated Stripe data with Salesforce using Zapier to pull transactions into Salesforce in real-time via Salesforce’s out of the box opportunity functionality​

• Automated a process for the removal of pre-identified Marketing Cloud contacts that met specific criteria for safe removal​

• Enhanced existing Marketing Cloud Journeys with enhanced personalization to allow for more targeted outreach to customers​

• Implemented SAP and an IP warming strategy for AIME’s existing Marketing Cloud instance to improve overall delivery rates and inbox placement

Result

• Enhanced Membership Engagement sales process and approvals process used to standardize outreach, improve outcomes and reporting capabilities​

• Increased visibility into membership sales trends over time used to evaluate potential changes to the overall membership sales process​

• Marketing Cloud contact population reduced to a level to meet contractual obligations with additional space made available for continued contact growth​

• Increased email engagement through the use of greater personalization and enhanced inbox placement​

• Increased delivery rates for email sends​

• A decrease in manual client out-reach as a result of the creation of email customer journeys with multiple paths for specific customer use-cases