Challenge

A leading laboratory equipment provider struggled to manage and leverage data from multiple sources to drive targeted marketing efforts. The client needed a solution to identify customers with expiring or no service contracts for proactive renewals, find cross-selling opportunities, and integrate historical data, sales records, and contract statuses into a unified marketing workflow. The key challenges included managing large, disparate datasets from systems like Salesforce, Redshift, and internal databases, and automating the segmentation and delivery of personalized marketing messages to ensure the right customer received the right message at the right time.

Solution

To address the client’s challenges, we developed a scalable, automated data pipeline using Databricks to integrate data from multiple sources, including Redshift (service history, installed base, and contract details), Salesforce (opportunity data), and internal service contract records. The data pipeline involved extracting relevant data through API connections, transforming and cleansing it to ensure compatibility across sources, and creating custom segmentation flags (e.g., contract renewals, warranty expiry) to drive marketing decisions. The processed data was then stored in S3, making it accessible for downstream marketing automation efforts. This framework enabled the efficient handling of large datasets and ensured that data was consistently structured and ready for actionable insights.

We also implemented intelligent segmentation to categorize customers based on their contract status and service needs, creating flags for Contract Renewals, Warranty Expiry, Out-of-Coverage Opportunities, and Lost Customers. To gain a comprehensive view of each customer, we merged service history with installed base data, integrated Salesforce opportunity records, and managed hierarchical data to detect coverage gaps at both individual and group levels. Finally, the enriched data was pushed into Eloqua's Custom Data Objects (CDOs), where it was used for automated campaign execution. Eloqua’s dynamic field mapping, efficient batch data processing, and campaign triggers based on segmentation flags enabled personalized marketing actions like renewal offers and cross-sell opportunities. This automated workflow allowed for timely, targeted communication and improved marketing effectiveness.

Conclusion

This case study demonstrates the power of multi-source data integration and marketing automation to deliver measurable business results. By combining intelligent segmentation with automated workflows, the client achieved improved customer engagement, streamlined data processing, and scalable marketing execution. If you're looking to replicate this success in your marketing campaigns, let’s discuss how we can help drive results for your business!