FPT Software improves data quality by 90% with Einstein AI

FPT achieved a 90% improvement in data quality scores, 50% increase in captured contacts, and 45% productivity improvement using Salesforce's AI and marketing automation solutions.

With numerous leads generated monthly across 30 markets for it's global IT services sector, FPT's global marketing team faced challenges in tracking and nurturing leads effectively.

Enhanced data visibility was required to track leads more effectively through the pipeline, and a unified platform was needed to oversee, assess, and adjust diverse customer touchpoints.

In addition, marketing automation was required to reduce manual workloads and increase the effectiveness of marketing campaigns. AI-empowered tools and customisable dashboards and reports were needed to better support sales intelligence, measure marketing performance, and take prompt action.

The integration of Sales Cloud and Marketing Cloud Account Engagement brought all lead data together to create seamless synchronisation across marketing and sales teams.

This integration enables a unified approach to managing leads through every stage of the sales funnel, and ensures the sales team has access to up-to-date lead information to prioritise follow-ups effectively.

It has also led to a 50% increase in captured contacts, as sales and marketing teams collaborate more effectively, share real-time insights, and align their efforts to nurture leads more effectively.

"With Salesforce, we now have a unified and real-time view of our customer interactions across marketing and sales, which was a significant challenge before," says Mithun Jaisingh Patil, Global Marketing Innovation and Automation Leader at FPT Software, FPT Corporation.

FPT uses Sales Cloud's advanced reporting tools to create customised reports and insights that align with their business goals. These data-driven insights allow the marketing team to optimise campaigns, improve decision-making, and uncover new opportunities.

“By breaking down data silos and creating a unified data foundation, we've unlocked a wealth of insights that were previously hidden,” explains Phuong (Aurora) Nguyen, Head of Global Marketing, Communication & Partnership at FPT Software, FPT Corporation. “This has empowered us to make more informed decisions, streamline operations, and deliver personalised experiences that truly resonate with our customers. We believe that by putting the customer at the centre of everything we do, we can achieve long-term success."

Additionally, lead scoring and grading functionality in Marketing Cloud Account Engagement are now used to help prioritise leads based on engagement levels and readiness to engage with FPT.

Enhanced data validation rules, deduplication processes, and data hygiene have also contributed to an improvement in data quality scores of up to 90%. This has resulted in more precise targeting, better audience segmentation, and more effective marketing campaigns.

Before Einstein AI, the sales and marketing teams spent a lot of time searching for customer data, doing research, and creating reports. “Marketing Cloud Account Engagement helped us reduce this workload by 35% to allow sales teams to focus on strategic tasks,” says Minh (Martin) Tran, Global Sales Development Representative Leader at FPT Software, FPT Corporation.

In addition, integrating Einstein AI into the sales process gives FPT advanced predictive analytics to automate lead scoring and prioritisation. This automation freed up manual work, leading to a 45% increase in productivity.

Einstein AI can also be used to identify high-value leads by analysing patterns in previous interactions. This helps sales representatives to focus on the best opportunities, which has improved sales performance.

FPT uses Marketing Cloud Account Engagement to centralise lead information, campaign interactions, and engagement metrics across it's global IT services sector.

The platform provides tools for email marketing automation and campaign management, which helps to nurture leads with automated content and personalised engagement. This approach is improving customer interactions, and helping the marketing and sales teams nurture leads more effectively.

With organised data and an efficient system, FPT can now move leads through the sales pipeline faster with improved conversion rates and a more personalised customer experience.

“Getting leads directly from Marketing and Sales Development directly on Salesforce is a game-changer,” adds Giang Nguyen Bang, Managing Director of FPT Software Vietnam, FPT Corporation.

Marketing Cloud Account Engagement provides FPT with real-time visibility into campaign performance. This allows the team to track engagement rates, conversions, and effectiveness across different channels of it's global IT services sector.

Access to these metrics means the marketing team can adjust campaigns quickly and improve their strategies on the fly. Centralised visibility is also improving collaboration across marketing, sales development, and business development teams.

Customised tools such as custom fields and objects are used to capture and manage data, while workflow automation is helping streamline repetitive tasks and improve efficiency.

By monitoring key metrics like registrations, attendance rates, and engagement levels, teams can share insights, align goals, and streamline lead qualification, nurturing, and handover. This has led to better lead management, more timely engagement, and improved productivity that supports business growth.

Salesforce's AI-driven automation tools and customisable dashboards assist FPT to enhance data quality and improve lead management while enabling real-time marketing adjustments to meet their business objectives.

The integration of Einstein AI provides predictive analytics that helps prioritise high-quality leads, while Marketing Cloud Account Engagement facilitates seamless engagement across multiple touchpoints, driving both efficiency and growth.