Daltile

While Daltile leads its industry in product design and innovation, its Salesforce Sales Cloud and Marketing Cloud teams were disconnected. This led to rampant data duplication, inefficient lead tracking and a delayed experience after customers responded to coupon offers, which are critical in the tile industry. 

Pain points included:

• No Marketing Cloud admin or governance
• Poor data quality: duplicate lead entries, invalid lead assignment rules, inaccurate and invalid lead submissions sent to dealers
• Dismal Sales Cloud adoption rates (sales lead owners weren't adding 96% of marketing leads)
• Sales Cloud resources available to accommodate Marketing Cloud requests

We quickly realized that Daltile needed to remodel its Marketing Cloud infrastructure to achieve its personalization goals, which ultimately would lead to higher lead generation. Across a sequence of three project phases, our technologists implemented a framework in Salesforce to influence leads and improve analytics — all to drive personalized insights and seamless customer interactions.

With this framework in place, we integrated Marketing Cloud with the No-Code Preference Center to help clients capture customer data, improve email engagement and decrease opt-out rates. We leveraged the No-Code Preference Center to reengineer Daltile's web experience — empowering visitors to manage their subscriptions at opt-in. This put Daltile's customers in the driver's seat and gave them control over their digital journeys.

Phase 1: Simplifying with Salesforce

To kick things off, we scrapped Daltile's legacy paid search program and installed a one-way Marketing Cloud connector to create leads in Salesforce only. We also leveraged Brandify API with a built-in dealer locator for new CloudPages and adjusted journey re-entry settings to halt the creation of duplicate leads. To accommodate cross-functional teams, we isolated each priority and execute individual projects in smaller chunks.

Phase 2: Marketing Cloud and Sales Cloud integration

In the second phase, we implemented two-way syncing between Marketing Cloud and Sales Cloud and fused Marketing Cloud to the No-Code Preference Center. With this connection in place, we embedded dealer emails with call-to-action buttons that linked to the Salesforce lead record. Instead of opening Salesforce to qualify a lead status as "unqualified" or "in progress," Daltile's team just has to click a button from inside the coupon request email.

Phase 3: Journey Builder

Finally, we engineered new Journey Builder flows to create a drip campaign for customers who requested a coupon. Each email contains dynamic content that's optimized based on subscriber selections: kitchen, bathroom, RevoTile, countertops, roofing or outdoor living.