“The Success Cloud team was in the hallway with us, giving us feedback, helping us figure out which technology to use, coaching us on which way to build a journey and how to optimize it.”
Nick King had recently started as the Vice President of Cloud Marketing at VMware in 2017 when his manager approached him with a challenge.
VMware, a leader in cloud infrastructure and digital workspace technology, was preparing to launch VMware Cloud, a portfolio of 17 products and services. The company needed to build a new marketing platform to reach new audiences as well as existing customers. And it needed the platform to be ready in 90 days for its annual VMworld conference.
King described launching the new platform in time for the conference as “one of those moments when you had no choice but to land it.”
Since the late ’90s, VMware has been a leader in virtual machine technology. The company’s software allows businesses to virtualize their infrastructure, helping to reduce IT costs and boost efficiency.
When King joined VMware, the company had multiple instances of Salesforce and a hodgepodge of marketing campaign tools. To unify the company’s many different systems and give its team consistency, VMware decided to build its new marketing platform using only Salesforce solutions, including Marketing Cloud, Sales Cloud, and Pardot.
Choosing Salesforce reduced VMware’s integration costs. “And it allowed us to really focus on building and innovating on top of the platform versus debating which platform was better than the other,” King said.
VMware also partnered with Success Cloud, which provides resources and expertise to help Salesforce customers achieve their goals faster. A success manager, a Salesforce architect, and a technical account manager from Success Cloud helped King’s team launch the marketing platform successfully.
“What usually would have been a four-week consolidation of all these different pieces of information was a half-hour phone call, maybe two days where we’d meet with someone else, and then by the end of the week we’re implementing.”
With a connected marketing platform, VMware seamlessly executed its marketing plans for the new product launch.
Offering free trials of VMware Cloud was key to the marketing strategy. VMware used Pardot Engagement Studio to manage leads that filled out free trial request forms. Product teams used Sales Cloud dashboards to review the status of requests so they could respond quickly.
Next, VMware emailed activation links to approved customers with an application programming interface (API) connection to Pardot. Then, customers received an onboarding email from Pardot Engagement Studio.