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Salesforce Financial Services United States

Equitable

Marketing Personalization

Equitable's Employee Benefits team was constrained by a brittle homegrown connector, manual list building, slow HTML email coding, and disconnected sweepstakes tooling that prevented scalable, targeted marketing.

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20+ brand-approved static and dynamic content blocks
75% reduction in overall campaign build time
91% reduction in segmentation list creation time
five-day external coding cycle now take minutes

Reported impact

Business outcome

Equitable sped up campaign production, improved segmentation and compliance control, automated sweepstakes administration, and gave marketers more freedom to launch targeted outreach without waiting on technical intermediaries.

  • Customer Experience
  • Productivity Improvement
  • Scalability
  • Speed to Market

Solution

Equitable replaced a fragile homegrown connector and disconnected campaign tooling with a modern marketing stack centered on Agentforce Marketing and Salesforce CRM. The new design uses a secure bidirectional CRM integration as the single source of business data, then lets marketers build target lists in two clicks rather than repeated extracts and uploads. Journey Builder automates scheduled multi-step campaigns, engagement splits, and send-time optimization based on historical behavior, while a 20-plus-block content library gives users reusable approved modules with personalized sales-executive details and UTM parameters. Marketing Cloud Pages replaced external sweepstakes tools so entries prefill from CRM records, duplicates are blocked automatically, and winner notifications run natively. Together, those changes removed five-day coding bottlenecks, reduced IT dependency, and gave the team a platform it can keep extending with evergreen journeys and new meeting-request flows.

Data flow

Business data is synchronized bidirectionally with Salesforce CRM, used to create lists and audience segments, then passed into Journey Builder and Marketing Cloud Pages for campaign execution. Engagement behavior feeds Send Time Optimization and follow-up logic, while page submissions and winner notifications write back into CRM workflows.

Solution architecture

5 components · 4 layers
  1. Compute
    • Send Time Optimization Uses engagement history to deliver each email when recipients are most likely to open it.
  2. Storage
    • Salesforce CRM Acts as the authoritative system for audience data, approvals, and downstream tasks.
  3. Serving
    • Agentforce Marketing Runs Equitable's redesigned campaign framework and content operations.
    • Marketing Cloud Pages Hosts web-based landing pages that write sweepstakes and request data directly back to CRM.
  4. Orchestration
    • Journey Builder Automates scheduled multi-step campaigns and engagement-based follow-up paths.

Architecture clues

  • A three-tiered approval process enforces company-specific business rules.
  • Landing pages prefill CRM data, block duplicates, and notify teams automatically.
  • The roadmap includes evergreen journeys and request-a-meeting pages that create CRM tasks.

Evidence from the source

"Agentforce Send Time Optimization uses historical engagement data to send each email when a recipient is most likely to open it."
"Equitable established a secure, bidirectional link between Agentforce Marketing and Salesforce CRM, ensuring full system availability and a single source of business data."
"Processes that previously required a five-day external coding cycle now take minutes"
"The team built an internal Agentforce Marketing content library with 20+ brand-approved static and dynamic content blocks."
Transparency Evidence & methodology 95/100 reference value · 89% confidence · 1 source

Review how this reference was scored and trace each normalized claim back to its documented source.

01

Scoring methodology

How scores are calculated

Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.

Customer reference value95/100
  • Problem clarity20/20
    Measures whether the customer's operational problem is specific enough to compare.
  • Implementation depth20/25
    Rewards named components, data flow, integrations, and architecture detail.
  • Outcome specificity20/20
    Measures whether the reported benefit is concrete rather than a generic claim.
  • Quantified impact25/25
    2 metrics describe measurable impact.
  • Deployment scale10/10
    Rewards evidence of a live or scaled deployment and meaningful integration scope.
Evidence confidence89%
  • Source authority20/25
    The main evidence is an official vendor-published customer story.
  • Claim traceability21/25
    10 of 12 key fields link to a named source.
  • Direct evidence20/20
    4 direct source quotes retained.
  • Date provenance10/10
    The publication date comes from the source page or publisher.
  • Source transparency8/10
    1 source reference document publisher, URL, authority, retrieval, and supported fields.
  • Implementation specificity10/10
    Rewards source-backed components, data flow, quantified impact, and a specific outcome.
02

Traceability

Sources & provenance

Field coverage shows which facts each source supports. Dates are shown only when documented by the source.

  1. Salesforce

    Equitable customer story

    First-party
    https://www.salesforce.com/customer-stories/equitable/
    Source type
    Vendor-published customer story
    Published
    May 22, 2026
    Supports
    • Customer
    • Business problem
    • Solution
    • Products
    • Solution components
    • Data flow
    • Integrations
    • technical area
    • use case category
    • Business outcome
    • outcome category
    • Metrics
    • Architecture
    • evidence quotes
    • Publication date

Date evidence

  • Published on source page May 22, 2026 · Salesforce · First-party
    Open date source
Not separately sourced Industry, Region, Company size. Treat these normalized attributes as lower-confidence until a dedicated source is added.

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