Travel Marketplace Unifies Salesforce & Marketing Cloud

Project Overview

Organization

Enterprise B2B Travel Marketplace

Industry

B2B Travel Technology

Location

Performance-driven distribution, outcome-based partner engagement

Operates across

International markets

Serves

Accommodation partners and advertisers

Products / Services Used

Dedicated Team
Salesforce Marketing Cloud
Salesforce CRM Integration
Marketing Automation
GA4 Reporting Pipeline

The client runs a massive B2B travel marketplace, connecting hotels and advertisers worldwide. It’s a business where everything hinges on performance.
‍

But distribution, data transparency, and outcome-based partner engagement only function if your CRM, marketing tech, and sales reports aren't aligned with each other. Theirs weren't.

They had Salesforce CRM and Marketing Cloud plugged in, but the two systems were running in completely different directions. The business was growing fast, but the infrastructure holding it up was about to snap.

Performance Insights

Key results for the client

Integration pillars built end-to-end

3-stage

Reporting pipeline: SFMC → Google Cloud → GA4

Embedded SFMC specialists

Data silos remaining

Client Objectives

The challenges the client faced

Talk to our team

Salesforce CRM and SFMC running as silos

Salesforce CRM and SFMC were running as completely separate silos. Sales teams couldn’t see marketing engagement, and marketing had no live customer data to act on. With partner data locked away, expensive blind spots were piling up.

CRM complexity making integration genuinely risky

With multiple custom objects and complex marketplace hierarchies, this Salesforce setup was risky to integrate. One wrong move into SFMC meant duplicate records, syncing errors, and broken data reporting. Precision was absolutely critical.

Journeys running without lifecycle intelligence

Without live partner lifecycle data, marketing had to guess. They couldn't segment properly, so the system just blasted partners with generic, rigid email sequences.

Sales teams blind to marketing engagement

Engagement data sat locked inside SFMC. Sales reps had little visibility into which partners were engaging. They couldn't identify high-intent prospects, or use marketing signals to prioritize outreach. In a competitive B2B distribution environment, that's missed timing on every cycle.

Reporting trapped inside platform dashboards

Without integration into broader analytics, the team couldn't assess partner intent, prioritize follow-ups, or measure marketing's actual influence on pipeline. Reporting answered the wrong questions.

Mavlers Strategy

How we delivered an enterprise CRM–SFMC integration

Talk to our team

CRM discovery and integration blueprint

We audited the CRM’s objects and hierarchies to build a precise integration plan. Better yet, the same architect who designed the system actually built it, bypassing messy handoffs and allowing us to adjust things instantly.

SFMC contact model realignment

The SFMC contact model was re-architected to align with the CRM structure. Which CRM objects to sync, how to handle relational data, and what sequencing preserved hierarchy integrity. The Campaign Manager & Developer made sure architectural decisions translated cleanly into actual journey execution, not just documentation.

CRM data activated inside B2B journeys

We rebuilt every email journey around real-time partner actions and sales updates. Out went generic, automated blasts; in came sharp, targeted messaging. Instead of forcing partners through a rigid, pre-set sequence, the system started responding to where they stood in the relationship.

Closed marketing–sales feedback loop

Engagement data from Marketing Cloud was synced back into Salesforce CRM at the contact and lead level. Sales reps could now see individual email engagement, read prospect intent from marketing interactions, and prioritise outreach based on real signals.

Custom reporting pipeline: SFMC → Google Cloud → GA4

A custom pipeline was built to pipe SFMC data straight into Google Cloud Storage and out to GA4. This finally put marketing, digital analytics, and revenue metrics in one room. It gave the team a level of cross-channel visibility. Far beyond what a standard connector-based setup would have delivered.

Enterprise-grade testing and validation

End-to-end validation, data accuracy testing, load reliability checks, and future-scale readiness - all run before anything went live.

Results

What the client achieved

We move faster, optimize smarter, and help you outpace competitors with AI behind every move.

Organization

Enterprise B2B Travel Marketplace

Industry

B2B Travel Technology

Services Used

Salesforce CRM, Salesforce Marketing Cloud, Google Cloud, GA4

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About

The client runs a large B2B travel marketplace connecting hotels and advertisers worldwide, on a performance-driven, outcome-based distribution model. It had Salesforce CRM and Marketing Cloud running side by side, but the two systems operated as separate silos, undermining the data transparency the business model depends on.

Challenges

Salesforce CRM and SFMC ran as disconnected silos: sales had no visibility into marketing engagement, marketing had no live customer data to act on.
Multiple custom objects and complex marketplace hierarchies made integration genuinely risky, with real potential for duplicate records and broken reporting.
Without live partner lifecycle data, marketing sent generic, rigid email sequences instead of segmented journeys.
Engagement data sat locked inside SFMC, leaving sales blind to which partners were actually engaging.
Reporting stayed trapped inside platform dashboards, unable to measure marketing's real influence on the pipeline.

Goals

Unify CRM and Marketing Cloud into one coherent data architecture.
Replace generic email blasts with lifecycle-driven, real-time partner journeys.
Give sales visibility into marketing engagement at the contact level.
Build cross-channel reporting connecting marketing activity to revenue.

Solution/Approach

Audited CRM objects and hierarchies to build a precise integration blueprint, with the same architect designing and building it.
Re-architected the SFMC contact model to align with CRM structure and preserve relational hierarchy.
Rebuilt every email journey around real-time partner actions and sales updates, replacing static blast sequences.
Synced engagement data from Marketing Cloud back into Salesforce CRM at the contact and lead level.
Built a custom reporting pipeline from SFMC into Google Cloud Storage and out to GA4.
Ran end-to-end validation, data accuracy testing, and load reliability checks before go-live.

Results

6 integration pillars built end to end.
3-stage reporting pipeline connecting Salesforce Marketing Cloud, Google Cloud, and GA4.
2 embedded Salesforce Marketing Cloud specialists supporting the engagement.
0 data silos remaining across the connected CRM and marketing environment.
Unified Salesforce and Marketing Cloud infrastructure for international operations.

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Travel Marketplace Unifies Salesforce & Marketing Cloud

Project Overview

Key results for the client

The challenges the client faced

How we delivered an enterprise CRM–SFMC integration

What the client achieved

About

Challenges

Goals

Solution/Approach

Results

Results that speak for them selves.

Migrating 9,000+ pages across 12 languages

80% CPR reduction and 3x ROI over 6 years

35% cost reduction while scaling SEO delivery globally

Ready to connect your customer data?

Get in touch with us.

You’re all set!

Results that speak for them selves.