Before Salesforce, Motorpoint sent one marketing email a week and triggered emails were the responsibility of the IT team. Since moving to Marketing Cloud, email sequences are owned and managed by the marketing team for the first time.

“Marketing Cloud empowered us to become more strategic in how we communicate with customers,” revealed Chittenden. “We’re confident we know where our customers are in the buying journey and that we’re engaging them in the most relevant way.”

The marketing team uses the platform to build communication journeys and design content. It has all the features they need to automate campaigns, nurture leads, create trigger-based workflows, and send communications across multiple channels. For example, “The eCRM team uses surveys and attribution methods to segment subscribers for more targeted follow-ups,” explained Chittenden. “For example, we introduced an interactive email form that goes to customers after receiving a valuation of their current car. That tells us whether they plan to sell it or not, and we can send them on the most relevant journey.”