Guest: Kali Tegeler, Email Marketing Specialist, Fluidra
To build a positive brand identity, you want your marketing to, well, leave a mark. Make it personalized, make it fun, and make it engaging. Marketing budgets are tight, so you have to ensure you’re delivering bang for every buck. Platforms like Salesforce Marketing Cloud help you do that. With Marketing Cloud automation, any size marketing team can deliver the perfect, personal message at the most optimal time, without the drag of logging data or manually launching stages in each campaign.
At Fluidra, email marketing specialist Kali Tegeler manages a number of pool supply brands, but it’s all smooth sailing with Marketing Cloud automation. She doesn’t have to worry about the minutiae of the job, instead focusing her energy on strategy and acting on insights from her campaigns and customer journeys.
Tune in to her tale and see how Marketing Cloud automation makes managing audiences, campaigns, and tracking ROI a breeze.
Marketing Cloud Automation Made easy
Don’t have time for the full interview? Here’s what you need to know.
The Highlights
What does Fluidra do?
0:39 - We are a global manufacturer of residential and commercial pool equipment. We make anything from pool pumps to cleaners to lights to pool covers. If you use it to operate your pool, we pretty much make it. Then across those products we also have multiple brands, including Jandy, Polaris, Cover Pools and multiple more.
What's your hot product?
1:40 - We definitely have chemical testing and stuff within our brand portfolio, but I'd say that our main items are equipment. So Polaris is our cleaner. That's the thing that crawls around on the bottom and cleans your pool. And then also anything from the pool pad—that's what's operating your pool with the pump, the filter, the heater, possibly the chemical analyzer, all of those things.
Why did Fluidra adopt Salesforce and how does it help your company?
2:37 - Because we do work with an audience across the entire distribution channel from wholesalers to the pool pro, which is the person servicing your pool once a week, or the guy that built your pool, or maybe the mom and pop shop down the street that sells pool products. Also consumers and pool owners. Salesforce allows us to scale marketing toward them and focus different brands to different audiences easily. And also keep track of all of that data and see how our marketing is working for them.
How long have you guys been on Salesforce?
4:09 - I've only been with the company for about two years now. When I came on, we were using Salesforce products Pardot, Sales Cloud, etc. But since I've been with the company, we did migrate over to Marketing Cloud. . . . We're still learning the ropes on that, but it's been really exciting because there was definitely a need for that more robust tool with the cross-channel marketing versus what we were getting with Pardot.
How are you getting Salesforce to work the way you guys want it to?
5:24- There's definitely a learning curve there. We have a lot of what we aspire to get set up going. That's not to say there haven't been bumps along the way, but generally it's great. With Salesforce, there's a very large community within Salesforce users and Salesforce experts. So whether you're reaching out to Trailhead groups or agencies like Banjaxed that we've used for help, there's always a way to find a solution no matter what the issue is that arises. And I think that's what makes Marketing Cloud and Salesforce products so special in that way is that they can be customized to exactly what you need.
What’s next for you guys in the next 12 months?
7:31 - There's definitely goals to create more journeys. Like I mentioned, we have all of those audiences and all of these different brands, so the more I can automate these interactions and these relationships, the better it is for me. Because [then] I can focus on the fun stuff, like the strategy and the content and the A/B testing where all of the email sends are being taken care of automatically. It's definitely getting all of those 100% up and running, get some cross-channel marketing, all of those things.
8:02 - Then also implementing more of the Einstein activities as far as send-time optimization or frequency splits and really letting our data control how we are marketing because that's just how it really needs to be done now. The future is now and data is what's running everything.
