>50K USD per year saved in storage costs with Data Cloud

Terrapinn is a global events company that brings innovators, disrupters, and change agents together, discussing and demonstrating the technology, strategies, and personalities that are changing how the world does business.

Project goals and objectives

As with many organisations that have been using Sales Cloud for several years, Terrapinn had been using their CRM as their first-choice data storage solution.

This can make sense because a CRM will always be a core system, providing the context to give data meaning that salespeople can act on. However, as the organisation matured and expanded across the global market, it put pressure on Sales Cloud.

The truth of the matter is that there are better places to process your incoming data, particularly at the top of the funnel, when you have less confidence in the data accuracy and where data is unqualified. Terrapinn needed a way to move top-of-funnel data from the CRM while being able to benefit from the context that the CRM provides.

MarCloud has been working with Terrapinn for many years and has successfully migrated them from Marketing Cloud Account Engagement to Marketing Cloud Engagement as their marketing technology needs have evolved. When presented with this latest challenge, we were confident that their best solution was Data Cloud.

Data Cloud is a customer data platform. It gathers prospect and customer data from various platforms efficiently and effectively, unifying it in a single location.

Using Data Cloud, our project goals were to:

1. Implement efficient top-of-funnel data management.

2. Reduce data costs by only introducing screened data into Sales Cloud.

3. Reduce duplicates from multiple data sources through identity resolution.

Keys to success

To achieve the project goals, we devised a flow that would allow Terrapinn to use an AWS S3 bucket to store their raw data. This raw data would then be imported into Data Cloud, where it would be compared to existing data that Data Cloud was importing from Salesforce CRM. From here, we could intelligently construct a ‘Prospect’ record that would be prepared and optimised for use in Marketing Cloud Engagement and elsewhere.

This solution included:

• Merging of data from different objects where a match could be made so that the end user of the data has everything they need in one place.

• Cleaning and normalisation of data fields on the fly to provide higher quality data to target platforms.

• Dynamic subscriber key management to ensure that subscriber keys were being re-used in Marketing Cloud Engagement and that ‘Contact Bloat’ leading to additional licence costs was avoided.

• Our match rate on subscriber keys was more than 70%, meaning that contact growth was reduced by over 2/3rds. This means that with 100,000 contacts with a 200,000 contact limit and 10k a month growth, Terrapinn would hit the limit in 30 months instead of 10 months.

• Processing data in Marketing Cloud to make it easy for marketers to use.

• Providing flexibility to use data actions and Salesforce Flows to inform sales of prospect activity without having to create a lead or contact in the CRM.

The payoff

In a nutshell? By merging list data, CRM data, and Marketing Cloud Engagement data into one manageable object using Data Cloud, Terrapinn has simplified marketing data whilst saving big on storage costs.