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Baker Tilly is a leading advisory, tax, and assurance firm that works across brands and verticals by utilizing a vast accountancy and business advisory network to keep their clients moving forward. Solving IT has had a long lasting partnership with Baker Tilly and together we continue to complete interesting Salesforce implementations. One of the more recent interesting engagements Solving IT had with Baker Tilly was a successful stand up of Salesforce Pardot.
Baker Tilly made a large operational shift by restructuring their marketing department into an agency model to more effectively support each of their verticals. This change drove needs for optimization of Marketing Processes, Strategy, and Technology. These initiatives lived at the forefront of Baker Tilly’s decision to migrate from Eloqua to Pardot. Eloqua presented many challenges beginning with a disjointed implementation which left Marketers ill equipped to use the platform. This created a tedious and long process to get marketing collateral created and distributed.
A large tech-stack of disjointed tools were acquired to support what wasn’t working in Eloqua, and a lack of internal understanding around process definition and use of the tools became the norm. This also led to a significant increase in technology cost toward under-utilized tools. There were also frequent issues with data syncing between Eloqua and Salesforce which resulted in 10+ hours of manual reconciliation on a weekly basis.
Outdated processes around high-volume form submissions also required 5 hours of manual work on a day-to-day basis to assign leads to the correct business owner. No logic existed around Lead Scoring and Grading to better qualify inbound Leads, which created more inefficiencies around prioritization of follow up.
Solving IT executed a deep-dive discovery session into current state marketing processes and related pain points along with an analysis of the entire marketing tech stack. Much of the discovery session was focused on Baker Tilly’s unique process where a Lead is created for every form submit, resulting in a data model where there can be multiple Leads + only one Contact + only one Prospect for a single person. Upfront recommendations were also made around sunsetting a number of tools.
We developed a creative solution which allowed Baker Tilly to maintain their unique approach to Lead Management while still following Pardot best practices and taking advantage of its native features. The solution is flexible on both a campaign-by-campaign basis and at the form level, which allows Baker Tilly to support their new agency model with their lean Marketing Tech-stack. As a part of the implementation, many key enhancements were introduced:
- Scoring and Grading Model
- Automated Lead Assignment
- Automated & Customizable Post-Form Submission Lead Management Process
- Real-time data syncing between Pardot Prospects and Salesforce Lead(s)/Contact
As a result of the migration and optimization of Baker Tilly’s Lead Management process, the Marketing team now can automate Lead assignment and campaign member creation based on the type of form that is included in each campaign. Coupled with the new Scoring and Grading Model, Baker Tilly also has flexibility in controlling how Leads are assigned on a campaign-by-campaign basis, while ensuring that only the most qualified are directly assigned to sales teams. In turn, these Leads all have the most up to date Marketing data sent from Pardot to Salesforce. Marketers now have the control and ownership of their marketing tech stack which allows them to create their own content and release campaigns more efficiently.
These enhancements have led to almost 5+ hours of time saved daily, which was previously spent manually reviewing and assigning Leads. This time-savings frees up valuable resources to focus efforts on activities which positively impact Baker Tilly’s Marketing and Sales initiatives.
