AmberLeaf: Providing Integrated Marketing Automation

Larry Goldman, CEO

From automation to engagement marketing, growing businesses always look forward to precise solutions for streamlining, automating, and monitoring their marketing performance to stay competitive. Even though marketing automation has been on every organization’s radar for a while, most of them are lagging behind—either because they’re not implementing the right kind of automation, or because they underestimate its capabilities. However, not many companies in the market have the wide knowledge to offer precise marketing automation solutions and educate their clients on the same, which is quite imperative. The Chicago-based company, AmberLeaf is unique in this regard having a large breadth of expertise in the vendor space. By combining services like master data management, predictive analytics, customer service automation, and sales automation with marketing automation, which ultimately leads to a successful implementation of marketing automation, AmberLeaf transforms marketing practices and marketing programs for their clients.“We do nearly 40 implementations a year for various vendors like Redpoint, Marketo, Oracle, IBM, and Selligent,” adds Larry Goldman, CEO of AmberLeaf.

A robust data foundation is always at the core of any proper implementation of marketing automation, and AmberLeaf’s data foundation is well structured and benefits the clients greatly. The company's marketing automation services help clients nurture the ability to implement closed-loop marketing, develop a singular view of their business-to-business and business-to-consumer clients, improve their marketing practices, and remodel their marketing programs.

Amberleaf also provides advanced analytics and predictive modeling to create response models and customer value models to identify the most profitable acquisition, retention, and cross-selling targets. The firm creates marketing databases, customer masters, and product masters and also helps them implement data governance and data quality programs— ensuring that the information stays clean and can be managed for analytical and marketing purposes.

Sales automation is an offering that AmberLeaf specializes in apart from marketing automation. Moreover, the combination of sales automation and marketing automation allows the company’s clients to have a one-stop shop for sales, service, and marketing implementations. AmberLeaf also educates the clients’ sales team about the benefits of adopting a new platform thereby helping them to achieve maximum ROI on their automation investment. Additionally, the company supports a wide range of sales forces with the information required to optimize their sales function like revenue reporting, opportunity management, pricing, commissions and so on. The company also has people that specialize in organizational change, thus making sure that their systems are adopted by the clients.

As with many great companies, customer satisfaction and customer relationships are valued a great extent. AmberLeaf has helped many customers along its path to success, and one such client was Hyatt hotels. The renowned hotel group had huge databases and issues with managing the complex data environments. Moreover, the client was challenged by marketing problems due to their diverse customer base. On approaching AmberLeaf, their data infrastructure improved rapidly coupled with their ability to leverage both established as well as emerging marketing channels. This also led to growing benefits for the client in both analytical and marketing standpoints.

The company looks ahead to offer customer experience as a service, which will allow the firm’s clients to leverage Platform-as-a-Service, software-as-a-service applications, master data management services, data warehousing services, and analytical services as one integrated suite. Additionally, the company plans on integrating all the cloud-based offerings with strategic services and analytical services which would make it a single service provider for all customer experience projects, customer experience support, and customer experience upgrades. AmberLeaf’s data management expertise makes sure that the different channels and systems involved in delivering marketing automation are integrated and consolidated in one place “The ability for our clients to test new customer-centric strategies, evaluate them, refine them, and re-deploy them to the marketplace in a quick turnaround is our main goal” concludes Goldman.