Streamlining Lead Management & Insurance Enrollment with Salesforce Sales Cloud + Marketing Cloud
Quick glimpse
During Open Enrollment, the health system needed a unified, intelligent way to identify, nurture, and guide customers to the right insurance plans. We connected Sales Cloud and Marketing Cloud to unify lead data, track real-time behavioral engagement, and automate personalized journeys.
The result was a smoother, faster, and more informed enrollment process—empowering teams with visibility and increasing lead-to-enrollment conversions through smarter engagement.
Business Impact
- Faster lead progression, improved engagement, and smarter enrollment workflows
Tech Stack
- Sales Cloud
- Marketing Cloud
Client
- A Leading Integrated Health System (US)
Project Highlights
- Unified Sales Cloud + Marketing Cloud into one seamless enrollment engine
- Behavior-driven nurturing using Individual Email Results (IER)
- 360° visibility into customer interactions and funnel progression
- Automated journeys for enrollment, renewal, and plan adjustments during Open Enrollment
- Improved sales team productivity through prioritized, engagement-ready leads
Industry
Healthcare
Challenge
The health system needed a unified, data-driven approach to guide customers through insurance enrollment, renewal, or plan modifications during the Open Enrollment period. Their teams faced:
- Fragmented lead data with no centralized 360° visibility
- Slow, manual lead nurturing processes
- Limited ability to track behavioral engagement across emails, events, and campaigns
- No structured funnel progression based on customer interaction patterns
- Difficulty identifying reliable, high-intent leads from multiple channels
They needed an integrated Salesforce solution to improve speed, personalization, and conversion outcomes.
How we helped
ABSYZ delivered a connected, behavior-led lead management ecosystem using Sales Cloud + Marketing Cloud, enabling precise nurturing and a smooth handoff to sales.
1. Unified Sales–Marketing Engine
- Connected Sales Cloud and Marketing Cloud for real-time data flow
- Centralized views of all lead interactions — email opens, clicks, calls, and event engagement
2. Intelligent Lead Progression
- Built Marketing Cloud journeys to deliver personalized awareness and enrollment messaging
- Used Individual Email Results (IER) to automate funnel-stage progression
- Configured behavior-based triggers guiding sales reps on next best actions
3. Event-Based Engagement
- Added event attendees directly into campaigns for heightened program visibility
- Ensured continuous nurturing before, during, and after events
4. Streamlined Enrollment
- Leveraged Sales Cloud workflows to support enrollment into health programs
- Closed campaigns with targeted “final call to enroll” outreach for open leads
