Customer storyHow Faymonville builds audiences 96× faster in Salesforce
Campaign Audience Builder was the missing piece that brought Faymonville's commercial processes onto the Salesforce platform – from segmentation to email to reporting.
- Faster segmentation
- 96×
- for the annual booklet recipients
- Time per selection
- 5 min vs. 8 h
- per annual-booklet selection
- One platform
- 1 vs. 3 tools
- segmentation, email and reporting in Salesforce
Since 2021, Faymonville has built its campaign audiences directly in Salesforce with Campaign Audience Builder and reached them with Account Engagement. Segmentation, email and reporting run on one platform instead of three tools – and the annual booklet selection takes five minutes instead of a working day.
The challenge. Three tools and a lot of manual work.
The Faymonville Group is the leading full-range manufacturer of special vehicles for heavy-load and special transport. The semi-trailers, lowbed trailers, modular vehicles and self-propelled vehicles it produces can transport anything exceptionally heavy, long, wide or tall.
Audiences were built with external databases and BI tools, and mailings went out from a separate tool. Every campaign meant exporting, transforming and importing data between these systems – slow, complex and error-prone.
Segmenting the recipients of the annual booklet alone took roughly one working day – about eight hours – across different tools and databases.
The solution. Segmentation where the data lives.
Campaign Audience Builder is an integral part of Faymonville's Salesforce stack: audiences are built directly on Salesforce data and land in Salesforce campaigns, and Account Engagement (Pardot) takes care of all email communication. The data no longer leaves the platform.
What changed
- All segmentation criteria in one audience, across standard and custom objects
- Results added to a Salesforce campaign once or on a schedule
- No more exports, transformations and imports between systems
From start to finish. An end-to-end Salesforce process chain.
- 01 · Campaign Audience Builder
Segmentation
Create a new Salesforce campaign, build the audience in Campaign Audience Builder and add the results to the campaign – one-time, or scheduled to keep the campaign members up to date over time.
- 02 · Account Engagement
Email marketing
In Account Engagement, a dynamic list pulls in all prospects who are members of the campaign – the recipients of, for example, an event invitation. Tracked buttons such as Accept Invitation or Decline Invitation update the campaign member status to Accepted or Declined.
- 03 · Sales Cloud
Reporting & insights
A Salesforce report on the campaign members and their status shows how many people accepted, declined or didn't respond.
Audience spotlight. One business question, many objects.
“All decision-makers of companies in specific countries that are assigned to a selected account brand and picked up a new vehicle of that brand in the past fiscal year.”
For the business, that's one sentence. In Faymonville's data model, it spans contacts, accounts, countries, vehicles, account brand relationships and account brand categories – standard and custom objects.
That's why it matters to reach all of them easily in one audience. The screenshot shows this audience in Campaign Audience Builder.
The result. Five minutes instead of a working day.
The annual booklet selection used to be a day-long project across databases, BI tools and exports. Today the team builds the audience in Campaign Audience Builder, adds it to the campaign and is done in minutes – and saves many days of segmentation work every month.
Beyond speed, Faymonville works in one platform instead of several: segmentation, email communication and reporting share the same Salesforce data and the same campaigns – so every audience is ready for Account Engagement, and every response shows up in Salesforce reports.
Annual booklet selection
96× faster
How Faymonville uses the setup
Product news
Inform specific contacts about the latest product updates that are relevant for them, based on their purchasing history and other factors.
Satisfaction journeys
Gather feedback from recent buyers to optimize products and services.
Event invitations
Invite contacts that purchased products above a certain revenue threshold to special events.
Campaign Audience Builder can only bring advantages to each business! While very simple and straightforward to use, the tool allows for extremely precise segmentation. Campaign Audience Builder adapts perfectly to each Salesforce environment and makes work so much easier.
Kelly LangerSales Intelligence Leader, Faymonville
