Marketing Cloud, Trailhead...
IMANI modernises building and construction and halves the cost of marketing
IMANI was founded to help the building and construction industry solve some of its biggest pain points, including the high cost of marketing for new homes. According to Bevan Ross, Managing Director of IMANI, this is a widespread challenge with many developers spending tens of thousands of dollars on marketing for every home sold. Ross and his business partner saw an opportunity to cut these costs in half while helping companies digitise their operations.
“Working in this industry, I found technology was often painful to use and poorly configured and that’s why IMANI was founded. We wanted to develop an end-to-end solution that helped building and construction companies unlock the benefits of technology and run their business smoother,” said Ross.
IMANI wanted a cloud-based platform on which to build this solution and selected Salesforce because it was self-updating and the team could leverage new features and applications over time. This strategy has proved effective and allowed IMANI to solve multiple customer challenges using the one platform.
“We wanted to provide our own clients with a modern solution based on the world’s best technology and, for us, that was Salesforce,” said Ross.
Accelerating move to digital
One of the first challenges addressed by IMANI has been the high cost of marketing. Many builders and developers still rely on traditional and expensive methods of marketing, including the use of display homes. So, to help customers reduce costs, IMANI has focused on helping them go digital.
To do this, IMANI has taken the Salesforce platform and layered on applications and support to help companies manage everything from digital advertising and lead scoring through to follow up and conversion. In addition, managing all of a customers’ marketing and sales through the customised Salesforce solution, IMANI can link together previously disparate systems and deliver a true 360-view of a customers’ business at all times. The solution leverages capabilities from Sales Cloud, Marketing Cloud, and Pardot as well as apps like Get Feedback, Mission Control, and QWILR from the AppExchange. It also uses Heroku to seamlessly link Salesforce with a host of live digital assets.
Customers can access the solution through Customer Communities and manage sales themselves. Alternatively, they can engage the IMANI Marketing business for more comprehensive support, including strategy, branding, and lead nurturing. Either way, customers are able to accelerate their move to digital and reap the benefits faster.
“Some businesses take more than a year to implement a digital marketing platform, whereas we offer a solution that’s customised to their needs and they can start using it in a matter of days,” said Ross. “We can also help them to reduce their marketing costs by up to 50%”.
For developers selling 200 homes per year, this savings could run into millions of dollars. In addition, IMANI anticipates the benefits will grow as it gathers more data to measure and refine its processes and increase the speed of lead conversion through products such as Einstein Analytics.
Adapting to a new norm
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