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Strategy Design Development Analytics

Before merging with ExactTarget, developed the Salesforce Marketing Cloud social marketing suite by combining Radian6 listening tools and Buddy Media publishing products.
Salesforce then acquired Exact Target to complete their social listening and engagement platform that is today relied upon by more than half of all Fortune 100 companies worldwide.

Buddy Media
Our History with Salesforce

Before the acquisition of Radian6 by Salesforce, Media Mechanics was engaged to build, evolve and maintain several iterations of the marketing and communications website for Radian6. Working directly with the executive team, we developed their content management system while integrating and supporting development of multiple lead generation initiatives that would drive user engagement and sales.

Shortly after the acquisition of radian6, Salesforce acquired Buddy Media and because our team at Media Mechanics was providing measurable results to Radian6, we were asked to lead the consolidation of the marketing sites for the two products. To do this, we worked directly with marketing and communications teams for Radian6, Buddy Media and Salesforce.

Our Challenges

A key element of the transition was to merge all marketing and communications resource materials from Radian6 and Buddy Media into a single content resource that would become the Salesforce Marketing Cloud. With both sites containing thousands of cross referenced posts, articles, and ebooks, it was essential to develop a content strategy that would retain the SEO rankings of this content as search equity was tied intrinsically to the success of lead generation. In order to continue generating sales leads, we needed to ensure that all the high value content responsible for generating those leads could continue to be found.

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Our Solutions

It took extensive research to ensure that the combined marketing platform would not lose search equity during the launch and change in domains. Popular posts were maintained and redirects were assigned to ensure the brand equity that had been invested in would not be lost. We worked closely with the client teams to inform them of SEO factors that could affect brand equity while ensuring that future investment would continue to provide valuable returns in their lead generation initiatives. After launch we continued to provide senior level SEO expertise to maintain top rankings during the transition and further reported where efficiencies and opportunities could be found.

In addition to developing the customized WordPress installation for the new site, we also worked to configure hosting servers, and continued to maintain modified WordPress installations while ensuring all marketing content and campaigns continued to provide value for client stakeholders. To facilitate content maintenance we customized administrative panels allowing the client to easily update content across platforms and channels from a single point of entry.

Client Results

Salesforce Marketing Cloud was delivered as a fully responsive marketing platform, accurately reflecting the marketing and communications of the combined platforms for Radian6 and Buddy Media. As these combined acquisitions by Salesforce exceeded more than a billion dollars USD, it was a proud moment for our team at Media Mechanics to be entrusted with the responsibility for the strategy, development, and launch of the Salesforce Marketing Cloud site.

“We have been nothing but impressed and gracious for the support your team has offered. We will certainly keep you in mind in the future and would be happy to refer you …”

Charles Moad, Director
Global Marketing Technology, Salesforce Marketing Cloud