Seamless and efficient processes between marketing and sales teams are crucial for sustainable growth in today’s competitive business landscape. Marsh McLennan Agency (MMA), one of the leading insurance providers in North America, is relying on Salesforce tool stack in order to bridge the gap between marketing efforts and sales conversions. Technology itself is not enough though, therefore, in order to align the current implementation with the company’s business needs, MMA trusts LeverUP to get the most out of its Salesforce Marketing Cloud investment.
Steven Handmaker, Chief Marketing Officer at MMA, acknowledged the expertise and contribution of LeverUP in achieving the project goals. He highlighted the importance of Salesforce implementation to the company, stating, “This is all about turning MMAforce into a 24/7 selling support engine. The more we can do to make MMA Producers more efficient and effective in their prospecting efforts, the more growth we can drive across the organization.”
Challenge and Solution
To further enforce the strong market presence, MMA is determined to streamline processes between their marketing and sales teams. The challenge lies in efficiently managing and nurturing leads generated from various sources, and ensuring a smooth handover to the sales team for further conversion to qualified opportunities.
To support MMA from the technical standpoint, LeverUP applied its in-depth knowledge of Salesforce Marketing Cloud Account Engagement (previously known as Pardot) to improve tracking and analyzing lead engagement, automating personalized communication, and creating seamless workflows to facilitate data transfer from marketing to sales.
LeverUP’s Managed Services department continues to support MMA on a regular basis in order to ensure that Salesforce Marketing Cloud Account Engagement is used in accordance with the most recent developments and best practices, that marketing campaigns as well as automated workflows are running smoothly, and that the overall setup remains aligned with the company’s business requirements.
About Marsh McLennan Agency
Marsh McLennan Agency, the 7th largest agency in North America, offers various insurance solutions, including business insurance, employee health and benefits, retirement plans, and private client insurance. With 9,000 colleagues and a presence in 160 locations across North America, MMA combines the personalized service of a local consultant with the global resources of Marsh McLennan, the world’s leading professional services firm.