Multi-Tenant CRM and Marketing Automation

CRM analytics case study to consolidate the technology used by sales and marketing teams of 11 holding companies into unified marketing automation software tools and CRM.
case studies
Selling
The companies were able to cross-sell with their common audiences. Each company's sales team has data on countless warm leads and referrals across the other firms.
Technology
They were able to reduce their technology overhead after having implemented marketing automation tactics in a shared services manner that enhanced the capabilities of 11 companies at once.
Conversion rates
Conversion rates across each startup went up due to the omnichannel marketing automation platform for digital marketing efforts and CRM put in place, albeit with heavily customized capabilities and views for each.

Company information

Industry:
VC Fund w/ 11 Portfolio Companies
Location:
Austin, TX
Company size:
VC Portfolio Valued at $2B+
Technology used:
Salesforce, ActiveCampaign, HubSpot, SendGrid, Twilio

Key insights

Objectives
Objectives
11 portfolio companies in the PropTech space out of Austin was looking to consolidate the technology each firm's growth teams used. They were aiming to create a "shared services". The marketing automation services case was that each company could also cross-sell and leverage each other's data while cutting technology costs.
challenges
Challenges
On a tight deadline of just 60 days, Revenue Institute had to deal with the fact that each company was on a different CRM cases, needed custom integrations with each of their mobile and SaaS applications, required different visibility settings and restrictions. The requirement for the capabilities of enterprise marketing automation in CRM user interfaces was key... but not easy.
Solutions
Solutions
This marketing strategy case study started with cleaning and enriching over 1.5M+ records across incorrectly used objects with bad data. We then created a multi-tenant Salesforce and marketing automation solution with custom APIs, visibility, and data sets for each company.

The results

1.
Selling
The companies were able to cross-sell with their common audiences. Each company's sales team has data on countless warm leads and referrals across the other firms.
2.
Technology
They were able to reduce their technology overhead after having implemented marketing automation tactics in a shared services manner that enhanced the capabilities of 11 companies at once.
3.
Conversion rates
Conversion rates across each startup went up due to the omnichannel marketing automation platform for digital marketing efforts and CRM put in place, albeit with heavily customized capabilities and views for each.

"First, Revenue Institute discovered that Jointly could create a "cleansed" splash page on a new domain that had zero references to cannabis. Sending ad traffic to an optimized landing page and then the app store proved effective and dropped download costs drastically. Furthermore, Revenue Institute developed an algorithm that connected the data between the "cleansed" landing page and Mixpanel data. It means that Jointly could test new audiences and track conversions better."

- Stephen Lowisz, Managing Partner

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