Franklin Templeton began using Marketing Cloud ten years ago as a way to engage and deepen relationships with distributors. Over time, Marketing Cloud has become a valuable tool for engaging investors as well and helped the company move away from traditional marketing to focus on digital engagement.
“Today, engaging with customers in a fragmented media world is a challenge we face as an organisation. Consumers are not just looking for different experiences but also a different delivery,” said Geetanjali Sachwani, AVP – Marketing.
“Why should consumers open your email, act on it and give you their time? And that’s why Franklin Templeton has chosen the storytelling approach. Building micro-segmented user journeys gives us a totally different entry into the consumers mind.”
Now, 75% of Franklin Templeton’s marketing spend is directed towards digital channels. Campaigns are more tailored, with the company using Salesforce to segment data and personalise communication based on details like how frequently the customer transacts. In the past, this segmentation was more basic and focused on investors' demographics rather than behaviour.
Search and social media are especially important for attracting new investors, and Advertising Studio helps Franklin Templeton reach its ideal audiences on these platforms. It also helps optimise advertising spend by allowing the company to narrowly target those who have searched for information related to mutual funds or otherwise shown intent to invest.
"Moving to digital and using Salesforce supports our broad coverage strategy. It helps us to be present at the right place, at the right time and attract leads from more than 250 cities," said Tambawalla. “We could not achieve this through our sales team or distributors alone.”