EMD Millipore, the life science division of Merck KGaA, Darmstadt, Germany, is a global organization that creates innovative solutions to accelerate life science-focused research, development, and production.

With about 70,000 product offerings, EMD Millipore is a leading supplier of both tools and technologies that benefit and enhance the life science industry.

In early 2013, EMD Millipore began to work toward expanding its digital marketing communications to all regional offices. However, with global locations and customer data stored in multiple places, creating a simple, brand-approved, consistent communication stream presented a challenge.

Here's how they solved it:

1. Global Adoption
The first step toward closing this gap involved all EMD Millipore regions adopting a universal data repository - Salesforce was chosen. Each office committed to learning and implementing the Salesforce platform in their regional operation.

2. Multi-Cloud Integration
EMD Millipore then integrated Salesforce Marketing Cloud with Salesforce Sales Cloud, making it so that all customer data would filter through Salesforce. This enabled the global organization to send customized communications to opted-in customers across the globe.

3. Branded Resources
The integrated communication system allowed regional offices to easily connect with customers (laboratories, universities, hospitals, and research centers) via templates for email to extend invitations to attend webinars, events and exhibitions, or to purchase products.

4. Relevant Customer Service
EMD Millipore used Marketing Cloud Landing Pages to enable customers to complete profile information that is then dropped directly into the Sales Cloud through the integration. With advanced customer segmentation and the ability to set individual content preferences, EMD Millipore was able to send timely, targeted communications based on a customer's specified needs.

This is one aspect of a larger effort by Merck KGaA Darmstadt, Germany to take a streamlined approach to manage the customer journey, simplify interfaces, and improve the overall customer experience.

The result - streamlined processes, personalized and automated communications, higher KPIs, plus the ability to track and report on customer activity.