The consulting firm needed to scale marketing within its shared Salesforce environment while maintaining independence.
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UTDS connected Salesforce, Account Engagement, and ZoomInfo to automate prospect generation and improve lead prioritisation.
About the client
Specialised US consulting firm providing strategic advisory, organisational transformation, and operational excellence services to mid-market and enterprise clients. The sales team already used the parent company’s Salesforce environment, but the subsidiary had no marketing automation and relied heavily on manual outreach. They needed to scale their marketing efforts while keeping their operations separate within the shared Salesforce environment.
Challenge
Marketing Automation
The client needed Account Engagement to support email marketing, landing pages, forms, engagement programs and campaign analytics.
Independent Business Unit Segmentation
They needed a reliable way to keep the subsidiary's prospects and marketing activity completely separate from the parent company within the shared Salesforce environment.
Intelligent Prospect Generation
The sales and marketing teams needed to identify prospects based on firmographic, technographic and growth criteria rather than relying entirely on manual research.
ZoomInfo Integration
ZoomInfo needed to connect directly with Salesforce so sales representatives could add prospects quickly while automated prospect generation could continuously populate the pipeline.
Lead Qualification
The client needed scoring and grading to help sales distinguish between prospects who were highly engaged and those who also matched the firm's ideal customer profile.
Data Quality & Reporting
The solution needed deduplication, reliable data flows and reporting across Salesforce and Account Engagement to maintain data quality and measure marketing performance.Marketing Cloud Account Engagement Implementation
UTDS implemented Salesforce Marketing Cloud Account Engagement within the existing Salesforce environment, giving the subsidiary its own marketing automation, lead scoring, grading, and analytics without requiring a separate Salesforce org.
Custom Business Unit Segmentation
UTDS introduced a custom Business Unit field with rules to ensure prospects were consistently assigned to the correct entity.
ZoomInfo Integration
UTDS connected ZoomInfo with Salesforce, allowing sales reps to add prospects with one click and automatically identify prospects matching the target profile.
Automated Data Flow
UTDS connected ZoomInfo, Salesforce, and Account Engagement so prospects move automatically through the system with the correct field and campaign data.
Lead Scoring & Grading
UTDS configured scoring and grading to assess prospect engagement and fit, helping sales prioritise the prospects most aligned with the firm's ideal customer profile.
Marketing Campaign Framework
UTDS created the core marketing assets, including email templates, landing pages, forms, segmentation, dynamic content, and engagement programs, giving the team reusable tools for ongoing campaigns and prospect nurturing.
Reporting, Testing & Training
UTDS configured Salesforce and Account Engagement reporting for campaign, lead, and conversion visibility, then tested the full setup and provided training and documentation.
Results
The new setup made prospect generation faster and more scalable.
Adding researched prospects to Salesforce dropped from 10–15 minutes to seconds.
Business Unit assignment, lead scoring, and reporting help the team manage prospects and prioritise the strongest opportunities.
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