In close cooperation with one of the leading manufacturers in the field of endoscopy and provider of networked integration solutions for operating rooms, Intentive has connected the online catalog leads and contact forms of the KARL STORZ website to Salesforce via the Mulesoft integration platform. Seamless integration into the existing DXP was an important success factor for the successful automation of typical marketing tasks.
The medical technology company KARL STORZ was founded in 1945 in Tuttlingen, Germany, and is one of the leading international providers in the world of endoscopy. Now in its third generation, the family-owned company employs 8,800 people in more than 40 countries worldwide - with 3,000 employees in the Tuttlingen area alone. The portfolio now includes more than 15,000 products for human and veterinary medicine. KARL STORZ stands for visionary design, precision craftsmanship and clinical effectiveness.
The corporate website is used in more than 71 countries in nine languages. In addition to the content challenges of international multi-site / multi-language scenarios, KARL STORZ also has to take into account various regulatory requirements of the respective markets.
CUSTOMER-CENTERED MARKETING WORKFLOWS
KARL STORZ relied on digital product catalogs early on in order to present its multi-layered and complex portfolio in an intuitive and appealing way on the company's digital channels. The PIM integration into the DXP, also supported by Intentive, is an important prerequisite for providing structured product information for a targeted and personalized approach to users. The marketing automation solution “Salesforce Marketing Cloud Account Engagement” (formerly “Pardot”) and the integration platform “Mulesoft”, also from Salesforce, enable simple personalized marketing, harmonize processes and offer effective lead management through event-related nurturing based on user behaviour. Insightful analysis functions and reports allow marketing campaigns to be tracked in real time and readjusted if necessary.
The Challenge
KARL STORZ's product portfolio is extensive and complex. Only a powerful PIM enables the cross-channel provision of structured product information that is necessary for a customer-centric, personalized user approach. The integration of Pardot into the DXP and the existing website project requires flexible integration options to ensure a secure, scalable and long-term adaptable data flow.
Our approach
By using Mulesoft as a standardized interface for contact forms and leads, KARL STORZ can react flexibly to changes - both on the website and in Salesforce.
This allows the company to quickly and easily provide content and services to different markets and regions.
Andreas DeckersCTO at Intentive
Mulesoft makes it easier for us to integrate Salesforce solutions into existing DXPen even in demanding multi-site & multi-language scenarios, as we often encounter with our B2B customers.
