Purina Deepens Alignment with Salesforce

Purina Animal Nutrition LLC expanded its alignment with CRM company Salesforce in an effort to enhance its sales and marketing efforts.

Using a combination of Salesforce tools, Purina's sales team will now access more insights generated from its marketing efforts that can be used to engage with customers, partners and employees in new ways.

Prior to signing on with Salesforce, Purina's marketing activities were run by separate digital agencies and did not fully align with the efforts of its sales team. As Purina began centralizing customer information and activities with the new vendor, it decided that gaining 360-degree views of customers would be facilitated by connect its marketing programs with Salesforce as well.

The consumer goods company now believes that its sales and marketing teams are getting more complete views of customers and driving more personalized, 1-to-1 customer journeys.

Salesforce now sits at the core of Purina's customer experience. The vendor's Marketing Cloud platform enables multi-channel marketing messaging, such as email and social.

New lead management and nurturing capabilities enable Purina to take customer insights and drive automated messages to empower sales with more qualified leads. As a result, Purina can deliver targeted campaigns tied to specific customer insights — such as an animal's age or potential food allergies. In addition, deep reporting and business insights enable Purina to focus on those campaigns with the highest ROI.