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Case Study: Salesforce Marketing Cloud

Salesforce Marketing Cloud is a provider of digital marketing automation and analytics software and services. It was founded in 2000 under the name ExactTarget.

Our partnership supported a steady and deliberate transfer of knowledge to internal teams, better positioning ExactTarget to independently design and implement great user experiences.

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ExactTarget built a powerful and successful product over several years, and the executive team wanted to take a step back and prepare for the next phase of growth. Particularly important was addressing usability issues in a product that was a critical utility for customers who had used it for years.


The strategic engagement became a partnership lasting more than seven years. During that time we worked with ExactTarget leadership on product vision and strategy and joined the development team to execute that vision in over a dozen large-scale web applications.


We conducted interviews with more than 40 marketers in a variety of roles to develop 6 personas. Our research uncovered a wealth of information that made it clear that an interface re-design wasn’t the right strategy.
We found marketers needed transparency and control. When they made a campaign public, everything became invisible. They had no window into what was happening in real time, a situation that only grew more complex with the constant addition of new social channels and consumers’ growing use of mobile devices.

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Our insights resulted in a plan to create an entirely new product platform – the Interactive Marketing Hub. This platform transformed silos of data, messaging, templates and automation into a single, modular, configurable service.
As our partnership continued we helped ExactTarget identify and design extensions to the platform, including Journey Builder, a marketing automation tool developed in partnership with Microsoft that became the keystone feature of the platform.

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