Modernizing Customer Data Platforms & Cross-Channel Marketing Activation for a Global Life Sciences Leader
A global life sciences company serving both B2C and B2B customers needed a more effective way to unify customer data and drive personalized engagement across dozens of countries.
THE CHALLENGE
Data lived in multiple silos such as, but not limited to, Salesforce CRM, SAP, Palantir, Google BigQuery, ecommerce platforms, event systems, and more. Marketing teams relied on a mix of Salesforce Marketing Cloud, Eloqua, Google DV360, LinkedIn, and Meta, but lacked a single, trusted customer record to power campaigns consistently.
Compounding the problem:
- No unified identity resolution across systems, making it difficult to know “who is who.”
- No global standardization of data, leading to inconsistent reporting across ~30 countries.
- Limited visibility into customer behavior, resulting in untapped revenue opportunities.
- A growing need to nurture “long tail” customers who weren’t supported by sales reps but still represented significant aggregate revenue.
Like many complex organizations, the company needed to simplify data integration, standardize processes, and deliver scalable marketing engagement across channels and regions.
THE SOLUTION
Solvenna helped this company to deploy and optimize Redpoint Global’s platform suite, creating a modern Customer Data Platform (CDP) foundation with cross-channel activation capabilities.
Key solution components included:
Golden Record Creation:
Establishing a unified, person-level view of the customer by consolidating data from ecommerce, Salesforce CRM, SAP, marketing platforms, and event systems.
International Data Standardization: Supporting ~30 countries by ingesting and harmonizing diverse datasets into a single global marketing foundation.
Lead Scoring & Segmentation:
Using Redpoint Data Management (RPDM), AML models, and Redpoint Interaction (RPI) to score leads based on behavior, engagement, and firmographics, then routing them for sales follow-up or automated nurture.
Cross-Channel Campaign Enablement:
Activating audiences across Salesforce Marketing Cloud, Google DV360, LinkedIn, and Meta to reach both individual customers and targeted accounts.
Governance & Collaboration:
Setting up repeatable processes to align marketing, sales, and data teams around consistent KPIs and engagement strategies.
Key Campaigns
With the new CDP foundation, the company launched a variety of impactful campaigns, including:
Long-Tail Nurture:
Using Redpoint segmentation to re-engage customers not supported by sales reps, generating incremental revenue from smaller accounts at scale.
Abandoned Browse Retargeting:
Retargeting customers who browsed ecommerce products but did not purchase, via multi-touch, multi-channel campaigns over 30 days.
Re-Purchase Journeys:
Identifying purchase frequency patterns and triggering timely campaigns to drive repeat purchases.
Process Solutions Lead Scoring:
Scoring leads from Salesforce and event registrations, then tailoring nurture journeys and sales rep handoffs based on engagement and profile fit.
Account-Level Engagement:
Leveraging Demandbase intent data to identify interested accounts, then mapping contacts within those accounts for targeted outreach.
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Rhonda BaslerDirector of Revenue at Elevate Cannabis
THE RESULTS
The client achieved measurable improvements in marketing effectiveness and revenue contribution:
- Consistent Global View: A single, trusted customer record across 30+ countries enabled cross-regional alignment.
- Increased Revenue Attribution: Campaigns activated via Redpoint and pushed to channels like Salesforce Marketing Cloud and Google Ads drove significantly higher attributed revenue compared to control groups.
- Faster Reporting & Attribution: The Redpoint offer history layer and identity resolution accelerated attribution processes, making ROI clearer and faster to measure.
- Improved Lead Management: Sales reps received more qualified, prioritized leads, while marketing could automate nurture streams at scale.
- Cross-Functional Adoption: Marketing, sales, and analytics teams now collaborate on a shared foundation of data and KPIs.
Business Impact and What Comes Next
With this CDP foundation, the company is now positioned to:
- Scale proven use cases like long-tail customer nurturing and abandoned browse retargeting across more regions and product lines.
- Expand account-based marketing strategies that combine intent data, identity resolution, and cross-channel targeting.
- Layer on advanced analytics and predictive modeling to drive deeper personalization and demand forecasting.
- Continue evolving global data governance practices to ensure consistency as the business grows.
WE CAN HELP
At Solvenna, we help organizations unify customer data, streamline complexity, and deliver personalized engagement at scale. By combining deep MarTech expertise with a collaborative approach, we enable global enterprises to unlock the full potential of their marketing investments.