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Lifecycle Digital: Leveraging Salesforce for Unifying Marketing Initiatives
In today’s increasingly competitive business landscape, thinking out of the box has become a necessity for enterprises to strategize their marketing initiatives. Companies seek and bank on marketing tools and technologies to streamline their marketing operations with the expectation that those tools would be well aligned with their strategies. However, in reality, most companies end up using disparate systems across distributed marketing structures that result in huge inefficiencies. “We specialize in simplifying the complexities associated with modern marketing technologies by integrating systems together, in the backdrop of the Salesforce ecosystem,” says Ashraf Montaser, CEO of Lifecycle Digital, a Salesforce Marketing Cloud specialist with expertise in data technology driven marketing. A seasoned professional, Ashraf has worked on digital marketing strategy of many world leading brands.
Lifecycle Digital has been in the marketing space for close to two decades. With their humble beginnings in direct marketing became implementers of award-winning retail loyalty programs. Lifecycle Digital witnessed the evolving digital trends and challenges that influenced and impacted marketing. Realizing that data-driven approaches would soon be decisive factors in marketing, the company productized their solutions delivery. Through time, Lifecycle Digital diversified their functional expertise into areas such as ad-tech and media-tech that leveraged data analytics technologies. From working and trialing with a plethora of toolsets and product offerings, the company identified the potential to unify and scale marketing operations in Salesforce.
Lifecycle Digital uniquely tackles the challenges associated with attaining a unified marketing approach by first enabling the breaking, bringing together, and making sense of the data silos that exist across disparate marketing tools that a company might have. For this, Lifecycle Digital has established a dedicated platform atop the AWS ecosystem that aggregates and makes sense of data, which ultimately allows them to simplify the utilization of Salesforce and auxiliary marketing services. The company’s client onboarding process is yet another differentiator for the firm. The company strives to align its technology stacks and expertise with their clients’ marketing visions instead of going about it the other way round, as many of Lifecycle Digital’s competitors do. As opposed to the prevalent and rather time-consuming trend of having staffs work on-site, Lifecycle Digital embraces the method of providing high value consulting and delivering with pre-built solutions to their clients. “We first focus on creating a marketing or business program that has an ‘actual’ outcome, and then on how it can be done by identifying the gaps that need to be filled from a technology and service viewpoint,” mentions Montaser.
The success story of one of Lifecycle Digital’s clients—a world-renowned manufacturer of printers, laptops, computers, and related peripherals—best exemplifies the company’s capabilities in terms of delivering unified marketing solutions. The client was on the lookout for solutions that would enable them to engage in ‘meaningful’ conversation with their new and existing client base across 14 countries in Asia. Although they had a relevant technology stack, leveraging it across countries turned out to be challenging. Lifecycle Digital was able to develop a unique program for onboarding new customers. The company further worked with the client in broadening the program into a multi-channel interactive communication (marketing) initiative that could engage the client’s contact points across the APAC region.
To continuously work with clients from varied industry verticals, Lifecycle Digital continues to sharpen the edge with Salesforce, while keeping an eye out for emerging technologies. “We see more and more integration/ middleware requirements, and that’s certainly a direction we would journey toward,” concludes Montaser.