Elevating Transactional Communications for LWCC with Salesforce Marketing Cloud

Technologies: Salesforce SFI, Salesforce FSC, Salesforce Marketing Cloud, MuleSoft, Synatic

LWCC partnered with PS Advisory to build a scalable, persona-based transactional messaging engine on Salesforce Marketing Cloud, fully integrated with Salesforce FSC. The solution centralized all key communications and enabled fast expansion, deep personalization, and unified tracking.

The Challenge

LWCC’s transactional emails were inconsistent, hard to scale, and lacked centralized governance. Triggers originated in multiple systems but needed to be orchestrated from Salesforce. Persona-specific journeys were required for customers, agents/producers, and internal teams, each with distinct entry points and logic.

The Solution

PS Advisory implemented Marketing Cloud Connect, mapped Salesforce data to MC attributes, and created an attribute-driven framework to add communications without re-engineering. • Built 12–13 custom AMPScript emails with structured scripting standards. • Orchestrated Salesforce-originated triggers using Synatic. • Designed complex Journey Builder paths per persona. • Configured BUs, SSO, and centralized tracking for governance. • Migrated all relevant transactional sends (including CompZone+) into MC. • Trained LWCC teams on Content Builder, Journey Builder, and Email Studio.

The Results

• Personalization at scale: Persona-specific, data-driven emails. • Operational efficiency: Centralized orchestration reduced manual work. • Future-ready design: New communications can be added rapidly. • Unified visibility: Tracking and performance metrics consolidated in MC.

PS Advisory helped us transform transactional messaging from a collection of one-offs into a reliable, scalable program that our teams can evolve.

LWCC Leader, LWCC Marketing Executive