Purina Animal Nutrition Enhances Sales and Marketing Efficiency with Salesforce
In partnership with Magnet 360, Salesforce helps Purina drive sales and marketing alignment with the Salesforce Customer Success Platform
SAN FRANCISCO—December 7, 2016—Salesforce (NYSE: CRM), the Customer Success Platform and world’s #1 CRM company, today announced that Purina Animal Nutrition LLC — one of the largest animal nutrition companies in the United States — is transforming its sales and marketing efforts by expanding its use of the Salesforce Customer Success Platform. Through a combination of Salesforce Sales Cloud, Marketing Cloud and Pardot, Purina’s sales team can now get full visibility into insights generated from its marketing efforts and then engage with customers, partners and employees in entirely new ways.
Prior to using Salesforce, Purina’s marketing activities were run by separate digital agencies and did not fully align with the efforts of its sales team. As Purina began centralizing customer information and activities with Sales Cloud, it quickly recognized that to gain 360-degree views of its customers, the company needed to connect its marketing programs with Sales Cloud as well. Working with Magnet 360, a Salesforce Platinum Consulting Partner, Purina expanded its use of Salesforce to include Marketing Cloud and Pardot. Now, Purina’s sales and marketing teams can get complete views of customers and drive more personalized, 1-to-1 customer journeys.
Today, Salesforce sits at the core of Purina’s customer experience. Marketing Cloud enables multi-channel marketing messaging, such as email and social. Lead management and nurturing from Pardot enables Purina to take customer insights and drive automated messages from within Sales Cloud to empower sales with more qualified leads. As a result, Purina can now deliver targeted campaigns tied to specific customer insights -- such as an animal’s age or potential food allergies. In addition, deep reporting and business insights enable Purina to focus on those campaigns with the highest ROI.
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“Our mission is to help animals reach their full potential by providing owners with high-quality, nutritious products that enrich their animal’s lives,” said Brandon Leander, director, digital technology and analytics, Purina Animal Nutrition. “To do this effectively, it’s critical we have a clear understanding of every customer and their individual needs. With Salesforce and Magnet 360, we now get unique, next-level insights that help us better understand each customer and ensure their animals always get the best possible nutrition.”
“Many companies have sales and marketing teams that operate in silos and because of this, they’re not able to actively share data that helps them understand the behavior of sales prospects and how to message to them most effectively,” said Bob Stutz, CEO, Marketing Cloud and Chief Analytics Officer, Salesforce. “With Salesforce, Purina is able to bring these two groups together, equipping its sales and marketing teams with the insights they need to work smarter and reach the right customers, at the right time, with the right products.”
"Every day our work helps our clients gain a competitive advantage by helping them engage their most important audiences like never before,” said Matt Meents, CEO, Magnet 360. “It was fantastic to see our collaboration with Purina rewarded when we won the Salesforce Marketing Cloud Partner Innovation Award for Best Cross-Cloud Solution."
About Purina Animal Nutrition
Purina Animal Nutrition LLC (www.purinamills.com) is a national organization serving producers, animal owners and their families through more than 4,700 local cooperatives, independent dealers and other large retailers throughout the United States. Driven to unlock the greatest potential in every animal, the company is an industry-leading innovator offering a valued portfolio of complete feeds, supplements, premixes, ingredients and specialty technologies for the livestock and lifestyle animal markets. Purina Animal Nutrition LLC is headquartered in Shoreview, Minn. and a wholly owned subsidiary of Land O’Lakes, Inc.
About Magnet 360
Magnet 360, a Mindtree company, has been a Salesforce partner since 2004, achieving Platinum status in 2015. We help forward-thinking companies engage their most important audiences to drive the growth, retention, and efficiencies that ensure meaningful business outcomes. By leveraging the Salesforce platform and an iterative delivery model we help businesses work smarter and deliver value to their organizations quickly. Our innovative multi-cloud solutions have been delivered to customers in a variety of industries. Most notably, we have deep expertise in Financial Services, Healthcare, CPG, Retail, Manufacturing, and Media.
Salesforce.com is the world’s largest provider of customer relationship management (CRM) software. For more information about salesforce.com (NYSE: CRM), visit: www.salesforce.com.
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