PROBLEM
Graf UK is one of the fastest‑growing suppliers of sustainable water management and sewage treatment solutions in the UK, operating across two UK business units: Graf UK and Garantia UK. As the organisation grew, its marketing capabilities struggled to keep pace with the scale and complexity of the business.
Marketing activity relied on basic email tools with no CRM integration, limited segmentation and minimal reporting. Customer data was spread across disconnected systems, creating inefficiencies, manual data handling and no single source of truth. This made it difficult to gain insight into customer behaviour, understand marketing preferences, or measure return on investment across campaigns.
Graf UK needed a unified, insight‑driven marketing platform capable of leveraging real‑time CRM data, delivering advanced personalisation, improving reporting, and supporting paid digital advertising across multiple channels.
SOLUTION
Graf UK partnered with Cooper Parry Digital to implement a comprehensive Salesforce Marketing Cloud solution, integrated with Salesforce CRM and tailored to support both Graf UK and Garantia UK.
The solution delivered included:
- Implementation of Salesforce Marketing Cloud as the central marketing platform
- Integration between Salesforce CRM and Marketing Cloud, syncing Lead, Contact, Account, Opportunity and Campaign data in near real‑time
- Advanced segmentation and automated email marketing, using CRM data to eliminate manual list management
- Configuration of Advertising Studio to run paid campaigns across Facebook, Google and LinkedIn using CRM audiences
- Creation of branded email templates and bespoke customer journeys
- Development of a branded Preference Centre using Cloud Pages, ensuring customer marketing preferences are captured and synced across systems
- Comprehensive marketing and advertising dashboards, providing visibility into email performance, conversion funnels and cross‑channel ROI
The solution unified marketing data, improved automation and gave teams actionable insight across all campaigns.
VALUE ADDED
- A single source of truth for customer and marketing data
- Significant reduction in manual data handling and campaign setup
- Improved customer insight through real‑time CRM‑driven segmentation
- Stronger personalisation across email and digital advertising
- Clear visibility of marketing performance and ROI through advanced reporting
- Integrated management of email, advertising and preference data
- A scalable marketing platform supporting long‑term growth
As a result, Graf UK now operates with a modern, data‑driven marketing capability that enhances engagement, improves efficiency and supports informed decision‑making across both UK business units.
