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