Syncing Marketing Channels: Maximizing Potential With Salesforce Marketing Cloud

Overview

The University of Maryland (UMD) is dedicated to involving students in discovery, innovation, and entrepreneurship. UMD prepares graduates to address complex problems and become valuable societal contributors through hands-on research, interdisciplinary collaborations, and global engagement.

Located near Washington, DC, students have unique opportunities to collaborate with federal agencies, labs, and think tanks.

Challenges

• Marketing automation for various departments: One major challenge for them was managing marketing activities, automation and personalization for various departments. They also faced the challenge of ensuring all departments complied with email regulations.
• Integration and data flow: Another problem was integrating various systems to feed data into the marketing cloud to drive their marketing campaigns, connect it with Salesforce CRM, and generate the correct reports and analytics.
• Growth and innovation: Struggling to keep pace with the rapid changes in the marketing industry and failing to stay ahead of emerging technologies and trends was hindering success and growth, leaving University at a disadvantage.