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Bynder (SFMC) Transitioning from Salesforce Pardot to Marketing Cloud for Enhanced Functionality and Scalability

Marketing Cloud

Replacement of Salesforce Pardot with Salesforce Marketing Cloud due to the need for more extensive functionality and scalability

Replacement of Salesforce Pardot with Salesforce Marketing Cloud due to the need for more extensive functionality and scalability

Bynder started working with Penfield Digital in 2019 as a PDO Client (product development) to create a connection between Salesforce Marketing Cloud and their DAM platform via an API. This solution was designed for both Bynder and Webdam. At the time, Bynder was still using Pardot. Read all about this exciting project and the successful collaboration between Bynder and Penfield Digital in the following article. 

The challenges

ynder decided it was time to phase out Pardot from their software landscape. The system lacked the necessary flexibility and did not fit Bynder’s current strategy anymore. Bynder also wanted to reduce the number of software packages in use, something the Salesforce Marketing Cloud will be able to do in the near future. 

To make this possible, the following operations and tasks had to be carried out:

  • Full basic implementation of Marketing Cloud.
  • Mapping, reducing, enhancing, and transferring all existing flows and cloud pages to the Salesforce Marketing Cloud. This had to be done in a way that wouldn’t affect the running operational processes.
  • Besides needing to transfer all current processes, Bynder had the prerequisite that the Pardot native scoring model had to be compatible with the Salesforce Marketing Cloud too. The company leveraged this tool very heavily for all its sales decisions and actions in the sales cloud.

Project management is like juggling three balls – time, cost, and quality. Program management is like a troupe of circus performers standing in a circle, each juggling three balls and swapping balls from time to time.

Tom DeMarco, a software engineer

All of this became a lot more challenging due to the very short and strict deadline set by Bynder. Project management was a crucial part of this process and project. After a few weeks, we noticed that putting one person on the project wouldn’t cut it. We were able to explain that more time and resources (people and hours) were needed to successfully finish the project and subsequently assembled a team of five to get the job done. 

Initial Approach and Decision-Making

  •  Penfield Digital initiated the project by developing scoring mechanisms. 
  • These mechanisms enabled Bynder to make more informed and objective decisions.
  • We presented a variety of solution options, each with its own timeline.
  • Included in these options was an existing app for integration with Bynder's Sales Cloud.
  • After consultations, Bynder chose this app as the most suitable solution, especially considering the tight timeline.

The next step: Journey Builder

We also determined and arranged Bynder’s Marketing Cloud set-up. Key features installed included the Journey Builder:

  • This tool empowers Bynder to design and automate customer-centric campaigns.
  • It guides customers through their journey with Bynder, enhancing engagement and experience.

The creation of dedicated CloudPages was another vital step of the Salesforce Marketing Cloud integration:

  • It facilitates the connection of data with marketing processes and customer journey touchpoints.
  • It enables Bynder to craft more personalized marketing campaigns.
  • It allows for the optimization of customer journeys, aligning them with real customer needs and preferences.

This structured approach underscores our commitment to providing tailored solutions that align with our client's specific requirements and timelines.

Penfield Digital offers services that cover the entire customer life cycle by putting in place multidisciplinary, human, and technological capabilities, from design to development, from implementation to operations management, and from change management to digital adoption.

Are you also struggling to take the digital transformation of your organization to the next level? And is Bynder’s use case a source of inspiration?

Then don’t hesitate to contact us for a detailed one-on-one talk.

Rommert Crépin

Commercial Director

Contact Rommert