Consumer products, direct-to-consumer brandDirect-to-Consumer Products Brand
A mid-market consumer products brand connected its marketing platform to its ERP and built repeatable customer journeys, turning fragmented order data into targeted, automated outreach.
A direct-to-consumer products brand ran marketing on Salesforce Marketing Cloud but kept order, customer, and finance data in NetSuite, with no reliable link between the two. The team wanted to segment audiences on real purchase behavior and run automated journeys without manual list pulls.
The challenge
Marketing operated blind to what customers actually bought because order and customer records lived in NetSuite, disconnected from Marketing Cloud. Segmentation depended on manual exports, journeys were ad hoc, and the internal team lacked the documentation and training to build or maintain campaigns on their own.
The solution
SiiMPLY7 built a secure, custom API integration between Marketing Cloud and NetSuite to sync customer and order data into purpose-built data extensions. On top of that data, the team created and validated filters for targeted audience segments, then stood up Journey Builder journeys with defined entry criteria, decision splits, and exit logic. Knowledge transfer and documentation were built into the scope so the brand could own the system going forward.
Implementation highlights
What we built.
- Custom API integration between Marketing Cloud and NetSuite with secure authentication and data mapping
- Error handling, transformation, and retry logic to keep synced data reliable
- Purpose-built data extensions to store and activate NetSuite customer and order data
- Reusable, validated filters with documented logic for repeatable audience segmentation
- Journey Builder journeys configured with entry criteria, decision splits, and exit criteria
- Focused training sessions plus reference guides on filter building and Journey Builder fundamentals
Results
Targeted segments built directly on live purchase data instead of manual exports
Repeatable customer journeys replaced ad hoc, one-off sends
Internal staff equipped to build and maintain filters and journeys independently
Engagement summary
SiiMPLY7 delivered the Marketing Cloud to NetSuite integration, the supporting data extensions, a validated filter library, and configured journeys, then handed the system over with training and documentation.
What's next
Planned next phases expand the integration to route data into Service Cloud, add automated order creation and case management, and broaden the journey library as the brand scales its lifecycle marketing.
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